La e-experiencia de marca a través de los medios sociales y su influencia en la e-calidad de la relación y la e-fidelización. Análisis empírico en los sitios web de viajes

Guede, José Ramón Sarmiento; Filipe, António

doi:10.6018/turismo.44.404891

Cited by 7 publications

(5 citation statements)

References 86 publications

(80 reference statements)

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“…the target they want to obtain, for this is necessary to develop promotion strategies so that the company has notoriety (Estrella et al, 2012). On the other hand, Guede (2016); Medina et al (2018); Guede and Filipe (2019) indicate that if companies want to increase their loyalty, they must have quality in all the services they offer, even the way they sell. However, Lafuente et al (2011); Serna and Díaz (2020) comment that to improve loyalty, the company has to establish a good relationship with the employees, trusting them so they will have a good deal with the client, then to know the types of customers, such as: the experienced (know the brand and what it offers) and the inexperienced (do not know the brand), Finally, do not stay with a single loyalty strategy to avoid competition.…”

Section: Discussionmentioning

confidence: 99%

Relationship marketing as an innovative strategy for customer loyalty in customized arrangements companies

Orellana-Treviños,

Perez-Iglesias,

Gonzales-Paucarcaja

et al. 2023

ECIE

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Over the years, the use of relationship marketing has been linked to customer loyalty so that companies can reach their customers in an innovative and effective way; knowing first the market, their customers and the products or services they offer. Likewise, achieving a great customer-company bond, for this reason the main objective of the research is to determine if there is a significant relationship between relationship marketing with the process of customer loyalty in custom arrangements companies, the study has a quantitative design, cross-sectional and correlational type, a survey was developed to 380 people with probabilistic sampling, the population was defined for men and women in Lima, the capital of Peru, The dimensions recognized were customer retention, communication, endomarketing, customer experience, information and internal marketing. The results showed that the location of these companies is of utmost importance for customers, and that customers in this area are very demanding in their requirements; on the other hand, a large percentage agreed with the services offered in these businesses since a good relationship is established between customers and employees. Finally, customers indicated that there is post-purchase follow-up and that the company has well-trained workers. In conclusion, it was obtained that most of the customers like to buy in this type of personalized arrangements stores and that they like to receive advice, the statistical inference tests also conclude that there is a significant relationship between relationship marketing and customer loyalty, thus verifying the hypothesis raised in the research.

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Section: Discussionmentioning

confidence: 99%

Relationship marketing as an innovative strategy for customer loyalty in customized arrangements companies

Orellana-Treviños,

Perez-Iglesias,

Gonzales-Paucarcaja

et al. 2023

ECIE

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“…Oliver [40] has stated that satisfaction was a prerequisite to loyalty and identified up to six associations between these concepts, but one that best describes it is the one, which indicates that satisfaction does not transform into loyalty, but rather that, at most, satisfaction is a seed that requires daily nourishment so that loyalty can sprout. In the same way, Oliver [40], Sarmiento and Ferrao [43] argue that clients begin to develop levels of loyalty when they are satisfied with the performance of the organization. Thus, Martínez [7] affirms that there is a relationship between satisfaction and loyalty in the hotel sector.…”

Section: Loyalty As a Consequence Of The Green Imagementioning

confidence: 93%

“…In this sense, Morgan and Hunt [42] understand trust as "the reliability and integrity of the relationship in exchange". According to this definition, trust seems to be understood not only as a cognitive dimension but also as an affective dimension, which is essential for any type of relationship and, in particular, for the relationship models that develop within the discipline of marketing [43].…”

Section: Trust As a Consequence Of The Green Imagementioning

confidence: 99%

“…The problem with understanding loyalty in terms of behavior is that there can be many situations in which consumers do not buy the services or products again of the same hotel due to comfort concerns, lack of income, multiple available options, etc. However, the definitions of loyalty seem to revolve around purchasing behavior accompanied by a favorable attitude [3,43].…”

Section: Loyalty As a Consequence Of The Green Imagementioning

confidence: 99%

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The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

2021

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The main objective of this research is to propose a hierarchy of effects model to study three antecedents of green brand image, such as trust, satisfaction and loyalty, and to examine the relationships between these variables. In this context, we investigated how these variables have been applied in the Spanish hotel management strategies for influencing consumer attitude and behavior. To test the proposed model empirically, personal surveys of 732 hotel customers were conducted in five Spanish cities using a structured questionnaire. A structural equations model was developed to test the research hypothesis. The main results indicate positive relationships between the green image and loyalty, the green image and satisfaction, the green image and trust. In addition, there are positive relationships between trust and loyalty, and finally between satisfaction and loyalty. From a practical point of view, hotel chains and their marketers must improve their green image through the correct design of activities, actions, and strategies to increase their clients’ trust, satisfaction, and loyalty. In addition, the hotel chains must design green communication campaigns through their own and paid media to ensure that customers talk about them, and as a result, be able to influence the attitude and behavior of their customers. The results of our research provide a better understanding of the relationships between the green image, trust, satisfaction, and loyalty, following the framework of the hierarchy of effects model. By complementing previous studies on green image creation, this study offers an assessment of how green marketing strategies in the hotel industry increase trust, loyalty, and customer satisfaction.

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“…La experiencia que brinda la institución a sus estudiantes y a la comunidad en general es un factor determinante en los objetivos que se plantean cuando se hace un proceso de rebranding. La comunicación verbal o visual sobre la calidad de la enseñanza, los servicios de apoyo, la infraestructura, la vida estudiantil y las oportunidades de crecimiento personal y profesional, entre otros aspectos, son elementos que contribuyen a la construcción de una experiencia positiva y satisfactoria (Sarmiento y Ferrão, 2019). Al mejorar y optimizar estos aspectos, una institución educativa puede fortalecer su marca y fidelizar a sus estudiantes, generando así una conexión duradera y significativa.…”

Section: Introductionunclassified

Generación de Engagement en los Estudiantes a través de Elementos Estratégicos de Rebranding en el Instituto Tecnológico Universitario EuroAmericano

Marques-Gutiérrez,

Almao-Malvacias,

Vallejo-Piza

2023

593DPCEIT

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Este estudio analizó cómo generar engagement (nivel de compromiso con una marca) en estudiantes mediante un rebranding (rediseño de identidad) en una institución de educación superior, específicamente el Instituto Tecnológico Universitario EuroAmericano. El objetivo principal de la investigación fue comprender los elementos clave del cambio de identidad y su influencia en el engagement de los estudiantes hacia la marca. Se siguió un enfoque de investigación mixto, en el cual se tomó como muestra cual incluyó una encuesta dirigida a estudiantes, una entrevista dirigida a un experto involucrado en el proceso de rebranding y una guía de observación para evaluar elementos visuales y audiovisuales. Los resultados demuestran la efectividad de estos procesos en transmitir una identidad sólida y atractiva, así como oportunidades para mejorar el material existente. La mayoría de los estudiantes afirma que la identidad actualizada de la marca fortalece su sentido de pertenencia y se encuentran satisfechos con los resultados. La discusión se centra en la capacidad que tienen estos cambios por medio de sus diferentes elementos tangibles e intangibles para generar un mayor compromiso con el instituto, tomando en cuenta que siempre deben realizarse evaluaciones y actualizaciones para adaptarse a la marca y su público objetivo.

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La e-experiencia de marca a través de los medios sociales y su influencia en la e-calidad de la relación y la e-fidelización. Análisis empírico en los sitios web de viajes

Cited by 7 publications

References 86 publications

Relationship marketing as an innovative strategy for customer loyalty in customized arrangements companies

Relationship marketing as an innovative strategy for customer loyalty in customized arrangements companies

The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

Generación de Engagement en los Estudiantes a través de Elementos Estratégicos de Rebranding en el Instituto Tecnológico Universitario EuroAmericano

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