información del artículo Historia del artículo: Recibido el 3 de marzo de 2014 Aceptado el 24 de junio de 2014 On-line el 25 de octubre de 2014 Códigos JEL: M31 Palabras clave: Servicio Compromiso Satisfacción Lealtad On-line r e s u m e nEn los últimos años se ha identificado un gran crecimiento del mercado on-line frente al mercado tradicional, considerándose como una gran oportunidad para las empresas para el desarrollo de su actividad económica en el mercado on-line en detrimento del mercado tradicional. En base a lo anteriormente expuesto y a la identificación del nivel de lealtad como un elemento esencial en el éxito comercial de una compañía, procedemos a la formulación que tenga por objetivo la identificación de los aspectos que influyen en el proceso de generación de lealtad en el mercado on-line. De este modo, se procederá a la realización de un análisis de ecuaciones estructurales que nos permitirá probar que el grado de lealtad en el mercado on-line se verá definido tanto por la calidad del servicio de una compañía, como por el nivel de satisfacción y compromiso del consumidor. a b s t r a c tThere has been tremendous growth in the on-line market compared to the traditional market, and is considered as a great opportunity for companies to develop their economic activity in the on-line market to the detriment of the traditional market. Based on the above and in order to identify the level of loyalty as an essential element in the commercial success of a company, a formula is presented that aims to identify the aspects that influence the process of generating loyalty in the on-line market. Thus, using an analysis of structural equations that will enable the level of loyalty in the online market to be defined, as well as the quality of service from a company, and the level of satisfaction and consumer engagement. IntroducciónEl comercio electrónico se ha caracterizado por mostrar una tendencia creciente y de expansión en los últimos años. En el año 2009 se observa un incremento del 15,9%, en el año 2010 el incremento observado es del 17,4%, y en el año 2011 los incrementos interanuales son más significativos, alcanzando el 19,8% (ONTSI, 2013). * Autor para correspondencia.Correo electrónico: alberto.prado@urjc.es (A. Prado Román).Respecto a los internautas, en los últimos años se ha observado un incremento de los mismos del 20,2%: de 11 millones en 2010 a 13,2 millones en 2011 (ONTSI, 2013). De este modo, el 50,7% de los internautas han llegado a llevar a cabo alguna compra on-line (ONTSI, 2013). Respecto al sector servicios turísticos (billetes de transporte y reservas de alojamiento), debemos señalar que es uno de los sectores más destacados del comercio electrónico, aportando una mayor contribución al incremento del comercio electrónico B2C en el año 2011, junto con el sector financiero (ONTSI, 2013). Estos datos tienen una mayor relevancia que la expuesta, si tenemos en cuenta que actualmente el mercado se encuentra en una situación de profunda crisis económica, lo que se demuestra la http://dx.
Crises show all the aspects that surround a society, demonstrating whether society is equal to the demands or not. The current COVID-19 pandemic is creating a challenge for all market agents, be they politicians, entrepreneurs, or individuals, where the difficulties are presented every day from different perspectives: social, economic, educational. Therefore, both companies and individuals are implementing numerous solidarity strategies to help society and combat the effects of the health crisis. The question contemplated in this research is if this is the beginning of a new social-business paradigm, in which the results do not take precedence over the social aspects around the business market. And it is in this framework where this research focuses on studying this paradigm shift, analysing the future impact that these solidarity measures of companies will have on society, and therefore on consumer behaviour.
Crises show all the aspects that surround a society, demonstrating whether society is equal to the demands or not. The current COVID-19 pandemic is creating a challenge for all market agents, be they politicians, entrepreneurs, or individuals, where the difficulties are presented every day from different perspectives: social, economic, educational. Therefore, both companies and individuals are implementing numerous solidarity strategies to help society and combat the effects of the health crisis. The question contemplated in this research is if this is the beginning of a new social-business paradigm, in which the results do not take precedence over the social aspects around the business market. And it is in this framework where this research focuses on studying this paradigm shift, analysing the future impact that these solidarity measures of companies will have on society, and therefore on consumer behaviour.
Social networks are a very relevant tool for businesses to connect efficiently with many users at the same time. It means that in the second decade of the 21st century, companies have strengthened their strategies to expand their influence. In the higher education context, social media can help develop teaching strategies. Nevertheless, are they also relevant to expanding the professional capacity of researchers? Given this, this research aims to determine whether they are relevant within the research field and how they use them according to the researchers' position and the professional objectives set.
Social networks are a very relevant tool for businesses to connect efficiently with many users at the same time. It means that in the second decade of the 21st century, companies have strengthened their strategies to expand their influence. In the higher education context, social media can help develop teaching strategies. Nevertheless, are they also relevant to expanding the professional capacity of researchers? Given this, this research aims to determine whether they are relevant within the research field and how they use them according to the researchers' position and the professional objectives set.
In recent years, online markets have exploded as a meeting point for businesses and consumers. By studying the online tourist services market, the present study offers a model that explains the process of loyalty generation in online markets. The authors apply structural equation modeling to a sample of consumers of online tourist services. Through this analysis, service quality is shown to be an antecedent of both customer satisfaction and on-line loyalty. Furthermore, customer satisfaction and commitment are also found to be antecedents of online loyalty.
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