Dirigir la empresa turística para conseguir la lealtad del consumidor en un contexto de comercio electrónico

  1. José Alberto Martínez González 1
  1. 1 Universidad de La Laguna, España
Revista:
TURYDES: Revista sobre Turismo y Desarrollo local sostenible

ISSN: 1988-5261

Año de publicación: 2015

Volumen: 8

Número: 19

Tipo: Artículo

Otras publicaciones en: TURYDES: Revista sobre Turismo y Desarrollo local sostenible

Resumen

E-commerce is growing, both at a general level and in tourism, and can reach worldwide total sales of many trillions of dollars in 2016. In this context tourism businesses strive ever more by getting the consumer e-lealtad, by the benefits of loyalty online tourist organizations, both from the commercial and financial point of view. However, the formation of the e-lealtad in tourism and especially in the segment of young people has been little studied. This work seeks to respond to that and other concerns found in the literature regarding the formation of loyalty in electronic commerce (e-commerce), in the tourism sector, and more specifically in the framework of the B2C. Using Rasch and structural equations model (using the logit) a causal model of the e-lealtad of young people (N=262) has been developed. Once identified the dimensions and checked the setting and the reliability of each one of them, is checks the measurement model is significant and the proposed structural model is valid. One of the findings concerning the importance of first impressions of the consumer site or the Web for initiating the chain of direct and indirect effects that lead to the e-satisfacción and the e-lealtad. Additionally, by analyzing DIF-item and the complementary discriminant analysis using the LogIt we conclude that significant differences by sex there are no in the perceptions of young people.

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