Factores determinantes y moderadores de la lealtad actual y futura del comprador on-line

  1. San Martín Gutiérrez, Sonia
  2. Camarero Izquierdo, Carmen
  3. Hernández Carrión, Carlos
Revista:
Revista europea de dirección y economía de la empresa

ISSN: 1019-6838

Año de publicación: 2009

Volumen: 18

Número: 3

Páginas: 167-188

Tipo: Artículo

Otras publicaciones en: Revista europea de dirección y economía de la empresa

Resumen

La gestión de la calidad y de la satisfacción de los clientes es una estrategia comercial con gran capacidad para generar beneficios y un factor estratégico de suma importancia para las empresas en general y para las empresas hoteleras en particular. Los resultados obtenidos en la presente investigación mediante la aplicación de distintas técnicas multivariantes (análisis factorial de componentes principales, análisis cluster y análisis de correspondencias) apuntan a que no todos los aspectos que los clientes consideran cuando evalúan la experiencia con el hotel poseen la misma capacidad para condicionar la satisfacción, existiendo diferentes tipologías de usuarios caracterizadas por la mayor o menor sensibilidad hacia los atributos de calidad del producto. Además, se establece la existencia de una correspondencia entre estos criterios indicativos de la calidad y aquellos estándares que utilizan los individuos para juzgar su grado de satisfacción.

Referencias bibliográficas

  • AECEM-FECEMD (2006): Estudio sobre comercio electrónico B2C 2006. Observatorio de las Telecomunicaciones y la Sociedad de la Información (Ministerio de Industria, Comercio y Turismo). (Disponible en http://observatorio.red.es/estudios/comercio).
  • ALBA, J.W.; LYNCH, J.; WEITZ, B.; JANISZEWSKI, C.; LUTZ, L.; SAWYER, A.; WOOD, S. (1997): "Interactive Home Shpping: Consumer, Retailer and Manufacturer Incentives to Participate in Electronic Marketplaces", Journal of Marketing, vol.61 (July), pp. 38-53.
  • AKAAH, I.P.; KORGAONKAR, P. (1988). "A Conjoint Investigation of the Relieve Importance of Risk Relievers in Direct Marketing", Journal of Advertising Research, (August-September), pp. 38-44.
  • ANDERSON, E.; WEITZ B. (1992): "The Use of Pledges to Build and Sustain Commitment in Distribution Channels", Journal of Marketing Research, vol.29, pp.18-34.
  • ANDERSON, J. C.; GERBING, D. W. (1988). "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach", Psychological Bulletin, vol.103, núm. 3, pp. 411-423.
  • ANDERSON, R.E.; SRINIVASAN, S.S. (2003). "ESatisfaction and e-Loyalty: A Contingency Frame-work", Psychology & Marketing, vol.20, pp. 123-138.
  • BAGWELL, K,; RAMEY, G. (1988): "Advertising and Limit Pricing", Rand Journal of Economics, vol.19, pp. 59-71.
  • BART, Y; SHANKAR, V; SULTAN, F,; URBAN, G.L. (2005): "Are the Drivers and Role of On-Line Trust the Same for all Web Sites and Consumers? A Large - Scale Exploratory Empirical Study", Journal of Marketing, vol.69 (October), pp. 133-153.
  • BELANGER, F.; HILLER, J.S.; SMITH W. J. (2002): "Trustworthiness in Electronic Commerce: The Role of Privacy, Security, and Site Attributes", The Journal of Strategic Information Systems, vol.11, pp. 245-270.
  • BENNETT, R.; C.R. HÄRTEL; J.R. MCCOLLKENENEDY (2005): "Experience as a Moderator of Involvement and Satisfaction on Brand Loyalty in a Business-to- Business Setting 02-314R", Industrial Marketing Management, vol. 34, pp. 97-107.
  • BLOEMER, J.M.M.; DE RUYTER, K.; WETZELS, M. (1999) "Linking Perceived Service Quality and Service Loyalty: A Multi-Dimensional Perspective", European Journal of Marketing, vol.33, núm. 11- 12, pp. 1082-1106.
  • BRAMALL, C., SCHOEFER, K.; MCKECHNIE, S. (2004): "The Determinants and Consequences of Consumer Trust in e-Retailing: A Conceptual Framework", Irish Marketing Review, vol.17, pp. 13-22.
  • BURGMAN, I., KITCHEN, P.J.; WILLIAMS, R. (2006): "Does Culture Matter on the Web?", Marketing Intelligence & Planning, vol.24, núm. 1, pp. 62-76.
  • BURKE, R.R. (2002): "Technology and the Customer Interface: What Consumers want in the Physical and Virtual Store", Journal of the Academy of Marketing Science, vol.30, pp. 411-432.
  • CASTAÑEDA, J.A. (2005): "La fidelidad en Internet", en A.M. Gutiérrez y M. Sánchez-Franco [ed.]: Marketing en Internet. Estrategia y empresa, pp. 237-277. Pirámide.
  • CASTAÑEDA, J. A. (2006): "Análisis de la relación entre satisfacción y fidelidad", Actas del XVII Encuentro de Profesores Universitarios de Marketing. Madrid.
  • CHEN, L.D.; GILLENSON, M. L.; SHERRELL, D.L. (2002): "Enticing Online Consumers: An Extended Technology Acceptance Perspective", Information & Management, vol.39, núm. 8 (September), pp. 705-719.
  • CHENG, S.J.; CHANG, T.Z. (2003): "A Descriptive Model of Online Shopping Process: Some Empirical Results", International Journal of Service Industry Management, vol.14, pp. 556-569.
  • CHOUK, I.; PERRIEN, J. (2004): "Consumer Trust Towards an Uunfamiliar Web Merchant", Proceedings of the 33 a EMAC Conference.
  • CRONIN JR., J.J.; BRANDY, M.K.; HULT, G.T.M. (2000): "Assesing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioural Intentions in Service Environments", Journal of Retailing, vol.76, núm. 2, pp. 193-218.
  • CUNNINGHAM, L.F.; GERLACH, J.H.; HARPER, M.D.; YOUNG, C.E. (2005): "Perceived Risk and the Consumer Buying Process: Internet Airline Reservations", International Journal of Service Industry Marketing, vol.16, núm. 4, pp. 357-372.
  • DAWSON, L.; MINOCHA, S.; PETRE, M. (2003): "Exploring the Total Customer Experience in e- Commerce Environments", Actas del congreso IADIS International Conference e-Society, pp. 945- 948.
  • DEGERATU, A.M.; RANGASWAMY, A.; WU, J. (2000): "Consumer Choice Behaviour in Online and Traditional Supermarkets: The Effects of Brand Name, Price and Other Search Attributes", Internatinal Journal of Research in Marketing, vol.17, pp. 55-78.
  • DICK, A.S.; BASU, K. (1994): "Customer Loyalty: Toward an Integrated Conceptual Framework", Journal of the Academy of Marketing Science, vol.22, núm. 2, pp. 99-113.
  • EMONS, W. (1988): "Warranties, Moral Hazard, and the Lemons Problem", Journal of Economic Theory, vol.46, pp. 16-33.
  • FEINBERG, R.; KADAM, R. (2002): "E-CRM Web Service Attributes as Determinants of Customer Satisfaction with Retail Web Sites", International Journal of Service Industry Management, vol.13, pp. 432-451.
  • FIORE, S.G. (2002): Designing on-Line Experience Through Consideration of the Salient Sensory Attributes of Products. (Tesis doctoral). UMIST.
  • FIORE, S.G. (2003): "A Critical Approach to the Experiential Design of Online Grocery Stores", Actas del congreso IADIS International Conference e- Society 2003, pp. 739-744. Lisboa.
  • FLAVIÁN, C.; GUINALIÚ, M. (2005): "Confianza del consumidor, seguridad percibida y políticas de privacidad: tres elementos fundamentales en la lealtad a un sitio web", Actas del XVII Encuentro de Profesores Universitarios de Marketing, pp. 245-260. Madrid.
  • GANESAN, S. (1994): "Determinants of Long-Term Orientation in Buyer-Seller Relationships", Journal of Marketing, vol.58, núm. 2, pp. 1-19.
  • GARBARINO, E.; JOHNSON M.S. (1999): "The Different Roles of Satisfaction, Trust, and Commitmentin Customer Relationships", Journal of Marketing, vol.63, pp. 70-87.
  • GEFEN, D. (2000): "E-Commerce. The Role of Familiarity and Trust", The International Journal of Management Science, vol.28, pp. 725-737.
  • GEFEN, D.; RAO, V.S.; TRACTINSKY, N. (2002): "The Conceptualization of Trust, Risk and Their Relationship in Electronic Commerce. The Need for Clarifications", Actas del cogreso 36th Hawaii International Conference on System Sciences (HICSŚ 03), pp. 192-201. Hawaii.
  • GOMMANS, M.; KRISHNAN, K.S.; SHEFFORD, K.B. (2001): "From Brand Loyalty to e-Loyalty: A Conceptual Framework", Journal of Economicand Social Research, vol.3, núm. 1, pp. 43-58.
  • GREMLER, D.D. (1995): The Effect of Satisfaction, Switching Costs, and Interpersonal Bonds on Service Loyalty. (Tesis doctoral). Arizona State University.
  • GREMLER, D.D.; BROWN, S.W. (1996): "Service Loyalty: Its Nature, Importance, and Implications", en B. Edvardsson, S.W. Brown, R. Johnston y E. Scheuing [ed.]: QUIS V: Advancing Service Quality: A Global Perspective, pp. 171-180. New York, NY: International Service Quality Association.
  • GRUEN, T.W. (1995): "The Outcome Set of Relationship Marketing in Consumer Markets", International Business Review, vol.4, pp. 447-469.
  • GUMMERUS, J.; LILJANDER, V.; PURA, M.; VAN RIEL, A. (2004): "Customer Loyalty to Content-Based Web Sites: The Case of an Online Health-Care Service", Journal of Services Marketing, vol.18, pp. 175-186.
  • HA, H.Y. (2004): "Factors Influencing Consumer Perceptions of Brand Trust Online", Journal of Product and Brand Management, vol.13, núm. 5, pp. 329-342.
  • HARRIS, L.C.; GOODE, M.M.H. (2004): "The Four Levels of Loyalty and the Pivotal Role of Trust: A Study of On-Line Service Dynamics", Journal of Retailing, vol.80, pp. 139-158.
  • HAWES, J.M.; LUMPKIN, J.R. (1986) : "Perceived Risk and the Selection of a Retail Patronage Mode", Journal of Academy of Marketing Science, vol.14, pp. 37-42.
  • HEIM, G.R.; SINHA, K.K. (2005): "Service Product Configurations in Electronic Business-to-Consumer Operations. A Taxonomic Analysis of Electronic Food Retailers", Journal of Service Research, vol.7, pp. 360-376.
  • HOFFMAN, D.L.; NOVAK, T. P. (1996): "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations", Journal of Marketing, vol.60, pp. 50-68.
  • HOFFMAN, D.L.; NOVAK, T.P.; PERALTA, M. (1999): "Building Consumer Trust On-Line", Communications of the ACM, vol.42, núm. 4, pp. 80-85.
  • HOQUE, A.Y.; LOHSE, G.L (1999): "An Information Search Cost Perspective for Designing Interfaces for Electronic Commerce", Journal of Marketing Research, vol.36, pp. 387-394.
  • JACOBY, J.; KAPLAN, L. (1972), "The Components of Perceived Risk", Actas de la 3 a Annual Conference of the Association for Consumer Research, pp. 382- 393. Ann Arbor, MI.
  • LAROCHE, M.; YANG, Z.; MCDOUGALL, G.H.G; BERGERON, J. (2005): "Internet Versus Bricks-and-Mortar Retailers: An Investigation Into Tangibility and Its Consequences", Journal of Retailing, vol.81, núm. 4, pp. 251-267.
  • LAU, G.T.; LEE, S.H. (1999): "Consumers' Trust in a Brand and the Link to Brand Loyalty", Journal of Market-Focused Management, vol.4, pp. 341-370.
  • LEE, E.J.; OVERBY, J.W. (2004): "Creating Value for Online Shoppers: Implications for Satisfaction and Loyalty", Journal of Consumer Satisfaction and Complaining Behavior, vol.17, pp. 54-67.
  • LEE, G.G.; LIN, H.F. (2005): "Customer Perceptions of e-Service Quality in Online Shopping" International Journal of Retail & Distribution Management, vol.33, pp. 161-176.
  • LEE, B.; ANG, L.; DUBELAARC, C. (2005): "Lemons on the Web: A Signalling Approach to the Problem of Trust in Internet Commerce", Journal of Economic Psychology, vol.26, núm. 5, pp. 607-623.
  • LUQUE, T.; CASTAÑEDA, J.A. (2005): "Análisis del constructo fidelidad conativa en el contexto electrónico", Actas del XVII Encuentro de Profesores Universitarios de Marketing, pp. 793-814. Madrid.
  • LYNCH JR., J.G.; ARIELY, D. (2000): "Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution", Marketing Science, vol.19, núm. 1, pp. 83-103.
  • LYNCH, P.; KENT, R.; SRINIVASAN, S.S. (2001): "The Global Internet Shopper. Evidence from Shopping Tasks in Twelve Countries", Journal of Advertising Research, vol.41, pp. 15-23.
  • MAYER, R.C.; DAVIS, H.C.; SCHOORMAN, F.D. (1995): "An Integrative Model of Organizational Trust", Academy of Management Review, vol.20, pp. 709-734.
  • MITCHELL, V.W.; GREATOREX, M. (1993): "Risk Perception and Reduction in the Purchase of Consumer Services", The Services Industries Journal, vol.13, pp. 179-200.
  • MITTAL, B.; LASSAR, W.M. (1998): "Why do Customers Switch? The Dynamics of Satisfaction Versus Loyalty", The Journal of Services Marketing, vol.12, núm. 3, pp. 177-194.
  • MILGROM, P.; ROBERTS, J. (1992): Economics, Organization and Management. Prentice Hall.
  • MONTOYA-WEISS, M.M.; VOSS, G.B.; GREWAL, D. (2003): "Determinants of Online Channel Use and Overall Satisfaction with a Relational, Multichannel Service Provider", Journal of the Academy of Marketing Science, vol.31, pp. 448-458.
  • MORGAN, R.; HUNT, S. (1994): "The Commitment- Trust Theory of Relationship Marketing", Journal of Marketing, vol.58 (July), pp. 20-38.
  • NELSON, P. (1974): "Advertising as Information", Journal of Political Economy, vol.82, pp. 729-754.
  • NELSON, R.; WINTER, S.G. (1982): An Evolutionary Theory of Economic Change. Cambridge, MA: Belknap Press.
  • OLIVER, R.L. (1980): "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, vol.17 (November), pp. 460-469.
  • OLIVER, R.L. (1999): "Whence Consumer Royalty?", Journal of Marketing, vol.63, núm. 4, pp. 33-44.
  • PARK, C.H.; KIM, Y.G. (2006): "The Effect of Information Satisfaction and Relational Benefit on Consumers' Online Shopping Site Commitments", Journal of Electronic Commerce in Organizations, vol.4, pp. 70-90.
  • PARK, J.; STOEL, L. (2005): "Effect of Brand Familiarity Experience and Information on Online Apparel Purchase", International Journal of Retail & Distribution Management, vol.33, pp. 148-160.
  • PENNANEN, K. (2005): "Consumer's Trust Formation Process in e-Commerce: Development of a Theoretical Framework", Actas del Congreso Frontiers of E-business Research, pp. 1-13. Tampere.
  • PITTA, D.; FRANZAK, F.; FOWLER, D. (2006): "A Strategic Approach to Building On-Line Customer Loyalty: Integrating Customer Profiability Tiers", Journal of Consumer Marketing, vol.23, núm. 7, pp. 421-429.
  • RAFIQ, M.; FULFORD, H. (2005): "Loyalty Transfer from Offline to Online Stores in the UK Grocery Industry", International Journal of Retail & Consumer Marketing, vol.33, núm. 6, pp. 444-460.
  • RAMUS, K.; NIELSEN, N.A. (2005): "Online Grocery Retailing. What do Consumers Think?", Internet Research, vol.15, pp. 335-352.
  • RANAWEERA, C.; MCDOUGALL, G.; BANSAL, H. (2005): "A Model of Online Customer Behavior During the Initial Transaction: Moderating Effects of Customer Characteristics", Marketing Theory, vol.5, núm.1, pp. 51-74.
  • RAO, A.R.; QU, L.; RUEKERT, R.W. (1999): "Signaling Unobservable Product Quality Through a Brand Ally", Journal of Marketing Research, vol.36 (May), pp. 258-268.
  • RAVALD, A; GRÖNROOS, C (1996) "The Value Concept and Relationship Marketing", European Journal of Marketing, vol.30, núm. 2, pp. 19-30.
  • REICHHELD, F.F. (1996): The Loyalty Effect: The Hidden Force behind Growth, Profits, and Lasting Value. Harvard Business School Press.
  • REICHHELD, F.F.; MARKEY JR., R.G.; HOPTON, C. (2000): "The Loyalty Effect - The Relationship Between Loyalty and Profits", European Business Journal, vol.12, núm. 3, pp. 134-139.
  • RIBBINK, D.; VAN RIEL, A.C.R.; LILJANDER, V.; STREUKENS, S. (2004): "Comfort Your Online Customer: Quality, Trust, Royalty on the Internet", Managing Service Quality, vol.14, pp. 446-456.
  • ROY, M.; DEWIT, O.; AUBERT, B. (2001): "The Impact of Interface Usability on Trust in Web Retailers", Internet Research: Electronic Networking Applications and Policy, vol.11, núm. 5, pp. 388-398.
  • SCHLOSSER, A.E.; BARNETT, T.; LLOYD, S.M. (2006): "Converting Web Site Visitors Into Buyers. How Web Site Investment Increases Consumer Trusting Beliefs and Online Purchase Intentions", Journal of Marketing, vol.70, núm. 2, pp. 133-148.
  • SELNES, F. (1998): "Antecedents and Consequences of Trust and Satisfaction in Buyer-Seller Relationships", European Journal of Marketing, vol.32, núm. 3-4, pp. 305-322.
  • SHANKAR, V.; URBAN, G.; SULTAN, F. (2002): "Online Trust: A Stakeholder Perspective, Concepts, Implications, and Future Directions", Journal of Strategic Information Systems, vol.11, pp. 325-344.
  • SHANKAR, V.; SMITH, A.; RANGASWAMY, A. (2003): "Customer Satisfaction and Loyalty in Online and Off-Line Environments", International Journal of Research in Marketing, vol.20, pp. 153-175.
  • SRINIVASAN, R.; MOORMAN, C. (2005): "Strategic Firm Commitments and Rewards to Customer Relationship Management Investments in Online Retailing", Journal of Marketing, vol.69 (October), pp. 193-200.
  • SULTAN, F.; MOORAJ, H.A. (2001): "Designing a Trust-Based E-Business Strategy", Marketing Management, (November-December), pp. 40-45.
  • SZYMANSKI, D.M.; HISE, R.T. (2000): "E-Satisfaction: An Initial Examination", Journal of Retailing, vol.76, núm. 3, pp. 309-322.
  • TAN, S.J. (1999): "Strategies for Reducing Consumers' Risk Aversion in Internet Shopping", Journal of Consumer Marketing, vol.16, núm. 2, pp. 163-180.
  • VRECHOPOULOS, A.P.; O'KEEFE; R.M., DOUKIDIS, G.I.; SIOMKOS, G.J. (2004): "Virtual Store Layout. An Experimental Comparison in the Context ofGrocery Retail", Journal of Retailing, vol.80, pp. 13-22.
  • WANG, S., BEATTY, S.E.; FOXX, W. (2004): "Signaling the Trustworthiness of Small Online Retailers", Journal of Interactive Marketing, vol.18, núm. 1, pp. 53-69.
  • WARD, M.R.; LEE, M.J. (2000), "Internet Shopping, Consumer Search and Product Branding", Journal of Product & Brand Management, vol.9, núm. 1, pp. 6-20.
  • WOOD, S.L. (2000): "Remote Purchase Environments: The Influence of Return Policy Leniency on Two-Stage Decision Process", Journal of Marketing Research, vol.38, pp. 157-169.
  • YADAV, M.S.; VARADARAJAN, R. (2005): "Understanding Product Migration to the Electronic Marketplace: A Conceptual Framework", Journal of Retailing, vol.81, pp. 125-140.
  • YOON, S.J. (2002): "The Antecedents and Consequences of Trust in On-Line Purchase Decisions", Journal of Interactive Marketing, vol.12, núm. 2, pp. 47-63.
  • YOUSAFZAI, S.Y., PALLISTER, J.G.; FOXALL, G.R. (2005): "Strategies for Building and Communicating Trust in Electronic Banking: A Field Experiment", Psychology & Marketing, vol.22, pp. 181-201.
  • ZEITHALM, V.; BERRY, L.; PARASURAMAN, A. (1996): "The Behavioural Consequences of Service Quality", Journal of Marketing, vol.60, pp. 31-46.
  • ZEITHALM, V.; PARASURAMAN, A.; MALHOTRA, A., (2000): "Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge", Journal of the Academy of Marketing Science, vol.30, núm. 4, pp. 362-375.