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

El comercio electrónico está en pleno crecimiento, tanto a nivel general como en el turismo, y puede llegar a suponer a nivel mundial unas ventas totales de muchos billones de dólares en 2016. En este contexto las empresas turísticas se esfuerzan cada vez más por conseguir la e-lealtad del consumidor, por los beneficios que la lealtad en línea aporta a las organizaciones turísticas, tanto desde el punto de vista comercial como financiero. No obstante, la formación de la e-lealtad en el turismo y especialmente la del segmento de jóvenes ha sido aún poco estudiada. Este trabajo pretende dar respuesta a esa y otras inquietudes halladas en la literatura respecto a la formación de la lealtad en el comercio electrónico (e-commerce), en el sector turístico, y más concretamente en el marco del B2C. Mediante el uso del modelo de Rasch y de las ecuaciones estructurales utilizando los logits se ha desarrollado un modelo causal de la e-lealtad de los jóvenes (N=262). Una vez identificada las dimensiones y verificado el ajuste y la fiabilidad de cada una de ellas, se comprueba que el modelo de medida es significativo y el modelo estructural propuesto es válido. Uno de los hallazgos se refiere a la importancia que las primeras impresiones del consumidor en el sitio o la Web tienen para iniciar la cadena de efectos directos e indirectos que llevan a la e-satisfacción y a la e-lealtad. Adicionalmente, mediante el análisis DIF-íem y el análisis discriminante complementario utilizando los logits se ha constatado que no existen diferencias significativas por razones de sexo en las percepciones de los jóvenes.

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