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

Ano de publicación: 2015

Volume: 8

Número: 19

Tipo: Artigo

Outras publicacións en: TURYDES: Revista sobre Turismo y Desarrollo local sostenible

Resumo

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.

Referencias bibliográficas

  • Alonso, M. y Furio, E. (2006). Internet y sus aplicaciones al sector turístico. Valencia: Universidad de Valencia. Disponible en: http://www.uv.es/ecoapli.
  • Anderson, R. E. y Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 123–138.
  • Bansal, G. y Chen, L. (2011). If They Trust our E-commerce Site, Will They Trust our Social Commerce Site Too? Differentiating the Trust in E-commerce and S-commerce: The Moderating Role of Privacy and Security Concerns (Best Paper Award - Second Place). 6th Midwest AIS Conference.
  • Belsley, D. A. (1984). Demeaning conditioning diagnostics through centering. The American Statistician, 38(2), 73-93.
  • Bergeron, J. (2001). Les facteurs qui influencent la fidélité des clients qui achètent sur Internet. Recherche et Applications en Marketing, 16(3), 39–52.
  • Bertarelli, S. (2015). On the efficacy of imperfect public-monitoring of seller reputation in e-commerce. Electronic Commerce Research and Applications, 14, 75–80
  • Caruana, A. y Ewing, M. T. (2010), How corporate reputation, quality, and value influence online loyalty. Journal of Business Research, 63(9–10), p.1103–1110.
  • Chang, H. y Wang, H. (2011). The Moderating Effect of Customer Perceived Value on Online Shopping Behaviour. Online Information Review, 35(3), 33- 47.
  • Cheung, C. M. K., Chan, G. W. W. y Limayem, M. (2005). A critical review of online consumer behavior. Journal of Electronic Commerce in Organizations, 3(4), 1–19.
  • Chin, W. (1998a). The Partial Least Approach to structural equation modelling. En G.A. Marcoulides (Ed.): Moderm methods for business research. Mahwah: Lawrence Erlbaum Associates, pp. 295-336.
  • Chin, W. (1998b). Issues and opinion on structural equation modeling. MIS Quarterly, 22(1), 7-16.
  • Chin, W. (2010). How to write up and report PLS analyses, in Handbook of Partial Least Squares: Concepts, Methods and Application. Esposito Vinzi, V.; Chin, W.W.; Henseler, J.; Wang, H. (Eds.), Springer, Germany, 645-689.
  • Chin, W. y Newsted, P. R. (1999). Structural Equation modeling analysis with small samples using Partial Least Squares. En R. Hoyle [ed.]: Statistical strategies for small samples research, pp. 307- 341. New York: Sage Publications.
  • Chin, W., Marcolin, B. L. y Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: results from a Monte Carlo simulation study and an electronic mail emotion/ adoption study. Information Systems Research, 14(2), 189-217.
  • Chiou, J. S. (2004). The antecedents of consumers' loyalty toward internet service providers Information Management, 41(6), 685–695.
  • Chong, A., Chan, S. y Ooi, K. (2012). Predicting consumer decisions to adopt mobile commerce: Cross country empirical examination between China and Malaysia. Decision Support Systems, 53, 34–43.
  • Christodoulides, G. y Michaelidou, N. (2011). Shopping motives as antecedents of e-satisfaction and e-loyalty. Journal of Marketing Management 27(1–2),181–197.
  • Ciavolino, E., Carpita, M. y Al-Nasser, A. (2012). A job satisfaction structural equation model obtained combining Rasch analysis and generalized maximum entropy estimation. Recurso electronic depositado en el siguiente enlace de Internet: file:///C:/Documents%20and%20Settings/nono/Mis%20documentos/Downloads/SSRN-id1993102.pdf.
  • Clark, P. (2007). The six key factors that influence customer loyalty. The Loyalty Guide, Volume II; Wise Research Limited.
  • Constantinides, E. y Fountain, S. J. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, 9(3), 231–244.
  • Cyr, D., Bonanni, B., Bowes, J. y Ilsever, J. (2005). Beyond trust: Web site design preferences across cultures. Journal of Global Information Management, 13(4), 24–52.
  • Cyr, D., Kindra, G. S. y Dash, S. (2008). Web site design, trust, satisfaction and e-loyalty: The Indian experience. Online Information Review, 32(6), 773–790.
  • Del Toro, V. (2013). El juego en alumnos con necesidades educativas especiales: síndrome de west y otras encefalopatías epilépticas. Enseñanza & Teaching, 31(1), 231-237
  • Dong, T. P., Cheng, N. C. y Wu, Y. C. J. (2014). A study of the social networking website service in digital content industries: The Facebook case in Taiwan. Computers in Human Behavior, 30, 708–714.
  • Duffy D. L. (2005). The evolution of customer loyalty strategy. Journal of Consumer Marketing, 22, 17-25.
  • Falk, R. F. y Miller, N. B. (1992). A primer for soft modeling. Akron, Ohio: The University of Akron.
  • Fornell, C. y Cha, J. (1993). Partial Least Squares (PLS). Unpublished working paper. Ann Arbor: University of Michigan Business School.
  • García, M. M., Herrero, Á. y Rodríguez, I. (2006). Actuación comercial, imagen y lealtad: aplicación al sector B2B de acceso a redes de telecomunicaciones. Innovar, 16(27), 101-116.
  • Geisser, S. (1975). A predictive sample reuse method with applications. Journal of the American Statistical Association, 70, 320-328.
  • Gutiérrez, D., Bulchand, J., Díaz, R. y Parra, E. (2013). Antecedentes del uso de los medios sociales por el turista: motivación, oportunidad y capacidad. Cuadernos de Turismo, 31, 153-173.
  • Hanash, S. et al. (2015). E-lifestyle, Customer Satisfaction, and Loyalty among the Generation Y Mobile Users. Asian Social Science, 11(4), 157-168.
  • Hsu, M., Yen, C., Chiu, C. y Chang, C. (2006). A longitudinal investigation of continued online shopping behavior: An extension of the theory of planned behavior. International Journal of Human Computer Studies, 64, 889–904.
  • Hsu, M., Yen, C., Chiu, C. y Chang, C. (2006). A longitudinal investigation of continued online shopping behavior: An extension of the theory of planned behavior. International Journal of Human Computer Studies, 64, 889–904.
  • Huang, M., Cai, F., Tsang, A. S. L. y Zhou, N. (2011). Making your online voice loud: the critical role of WOM information. European Journal of Marketing, 45(7/8), 1277–1297.
  • Huang, Z. y Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246–259.
  • Hwang, Y. y Kim, D. J. (2007). Consumer self-service systems: The effects of perceived web quality with service oriented on enjoyment, anxiety, and e-trust. Decision Support Systems, 43, 746–760.
  • Jaiswal, A. K., Niraj, R. y Venugopal, P. (2010). Context-general and context-specific determinants of online satisfaction and loyalty for commerce and content sites. Journal of Interactive Marketing, 24(3), 222–238.
  • Kaynak, E. y Kara, A. (2001). An examination of the relationship among consumer lifestyles, ethnocentrism, knowledge structures, attitudes and behavioural tendencies: A comparative study in two CIS states. International Journal of Advertising, 20(4), 457-482.
  • Kim J, Jin, B. L. y Swinney J. (2009). The role of e-tail quality, e-satisfaction and e-trust in online loyalty development process. Journal ofMediterranean Social Sciences, 4(9), 122-135.
  • Kim, H.-W., Xu, Y. y Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust? Electronic Commerce Research and Applications, 11, 241–252.
  • Kim, S. y Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318–332.
  • Kim, Y. A. y Srivastava, J. (2007). Impact of social influence in e-commerce decision making. In Proceedings of the ninth international conference on electronic commerce (pp. 293–302). Minneapolis, MN: ACM Press.
  • Kleinbaum, D. G., Kupper, L. L. y Muller, K. E. (1988). Applied regression analysis and other multivariate analysis methods. Boston: PWS-Kent Publishing Company.
  • Koufaris, M. y Hampton-Sosa, W. (2004). The development of initial trust in an online company be new customers. Information & Management, 41(3), 377–397.
  • Ku, Y. C., Chen, R. y Zhang, H. (2013). Why do users continue using social networking sites? An exploratory study of members in the United States and Taiwan. Information & Management, 50, 571–581.
  • Kumar, V., Mukerji, B., Butt, I. y Persaud, A. (2007). Factors for successful e-government adoption: a conceptual framework. Electronic Journal of E-Government, 5(1), 63–76.
  • Kumar, V., Mukerji, B., Butt, I. y Persaud, A. (2007). Factors for successful e-government adoption: a conceptual framework. Electronic Journal of E-Government, 5(1), 63–76.
  • Lavigne, G. y Graf, R. (2007). Expérience- client et fidélisation: Le cas des banques en ligne. Proceedings ACFAS, Trois-Rivières, Canada.
  • Lee, H. J., Lim, H., Jolly, L. D. y Lee, J. (2009). Consumer lifestyles and adoption of high-technology products: A case of South Korea. Journal of International Consumer Marketing, 21(2), 153-167.
  • Lee, Y. y Kozar, K. A. (2006). Investigating the effect of website quality on e-business success: an analytic hierarchy process approach. Decision Support Systems, 42(3), 1383–1401.
  • Liang, T. P., Ho, Y. T., Li, Y. W. y Turban, E. (2011). What drives social commerce: the role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69–90.
  • Linacre, J. M. (2002). Optimizing Rating Scale Category Effectiveness. Journal of Applied Measurement, 3(1), 85-106.
  • Liu, J. y Lu, Z. (2004). Development, distribution and evaluation of online tourism services in China. Electronic Commerce Research, 4(3), 221–239.
  • López-Jiménez, D. y Monroy, A. (2013). El comercio electrónico de calidad: compromisos empresariales asumidos en beneficio del consumidor. Innovar, 23(47), 41-52.
  • Luarn, P. y Lin, H. H. (2003). A customer loyalty model for e-service context. Journal of Electronic Commerce Research, 4(4), 156–167.
  • MacKenzie, S. B., Podsakoff, P. M. y Jarvis, C. B. (2005). The problem of measurement model misspecification in behavioral and organizational research and some recommended solutions. Journal of Applied Psychology, 90, 710-730.
  • Marimon, F., Petnji, Y. L. H. y Casadesus, M. (2011). Impact of Service Recovery on Customer Loyalty: A Study of E-Banking in Spain. Review of International Comparative Management, 12(1), 49-60
  • Marsden, P. (2009). How social commerce works: The social psychology of social shopping. In Available at socialcommercetoday.com/how-social-commerce-worksthesocial- psychology-of-social-shopping: Social Commerce Today, Syzygy London, London, UK.
  • Martín, C. (2011). Gestión de recursos humanos y retención del capital humano estratégico: análisis de su impacto en los resultados de empresas innovadoras españolas. Tesis doctoral. Valladolid: Universidad de Valladolid.
  • Martínez, J. A. (2014). Comportamiento de compra del turista residente. El caso de la Generación “Y” en Canarias. Tesis Doctoral. La Laguna: Universidad de La Laguna.
  • Mathieson, K., Peacock, E. y Chin, W. W. (2001). Extending the technology acceptance model: The influence of perceived user resources. Data Base for Advances in Information Systems, 32(3), 86-112.
  • McKnight, D. H., Choudhoury, H. y Kacmar, C. (2002). Developing and validating trust measures for E-commerce: an integrative typology. Information Systems Research, 13(3), 334–359.
  • Meyer, J. P., Stanley, D. J., Herscovitch, L. y Topolnytsky, L. (2002). Affective,continuance, and normative commitment to the organization: a meta-analysis of antecedents, correlates, and consequences. Journal of Vocational Behaviour, 61, 20–52.
  • Molla, A. y Licker, S. P. (2001). E-commerce system success: an attempt to extend and re specify the Delone and Maclean of IS success. Journal of Electronic Commerce Research, 2(4), 131–141.
  • Montero, I. y Oreja, J. R. (2010a). Benchmarking Interno en una Central de Compras de Agencias de Viajes. Cuadernos de Turismo, 26, 177-199.
  • Montero, I. y Oreja, J. R. (2010b). Acciones de Mejora del Posicionamiento en Recursos Culturales Tangibles de los Municipios Canarios. Pasos, 8(1), 1-12.
  • Murugesan, S. (2007). Understanding Web 2.0. IT Professional, 9(4), 34–41.
  • Ng, C. (2013). Intention to purchase on social commerce websites across cultures: A cross-regional study. Information & Management, 50, 609–620.
  • Okazaki, S. y Méndez, F. (2013). Exploring convenience in mobile commerce: Moderating effects of gender. Computers in Human Behavior, 29, 1234–1242.
  • Olsen, O. S. (2007). Repurchase loyalty: the role of involvement and satisfaction. Psychology & Marketing 24, 315–341.
  • Oreja, J. R. (2005). Introducción a la medición objetiva en Economía, Administración y Dirección de empresas: el Modelo de Rasch. Serie Estudios 2005/47. La Laguna: IUDE-Universidad de La Laguna, pp.1-78.
  • Oreja, J. R. (2008). La paradoja de Rasch, medidas y errores. Serie Estudios 2008/68. La Laguna: IUDE-Universidad de La Laguna, pp. 1-20.
  • Oreja, J. R. (2010). Análisis de la dimensionalidad en el modelo de Rasch. Estudio comparativo de dos casos. En Oreja, J. R. y Febles, J. (Coord.): Modelos de Rasch en Administración de Empresas: Nuevos desarrollos. Colección E-BOOKS, 4. Santa Cruz de Tenerife: FYDE-CajaCanarias. Pág. 23-47.
  • Parasuraman, A., Zeithaml, V. A. y Berry, L. L. (1988). Servqual – A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
  • Ponnavolu, K. (2000). Customer loyalty in interactive media: An exploration of its antecedents and consequences. PhD thesis, Drexel University, Philadelphia, PA.
  • Qin, J. (2004). Tourism electronic commerce research progress and foresight. Sichuan ltd. College Journal, 1, 98-101.
  • Rachjaibun N. (2007). A study of Antecedents of e-relationship quality in hotel website, Master of Thesis.
  • Ramírez, P., Arenas, J. y Rondan, J. (2012). Uso de los servicios de redes sociales por la Generación Y. Ingeniare, 20(3), 425-432.
  • Ramos, R., Giménez, A. I, Lapaz, E. y Muñoz, M. A. (2006). Cuestionario de evaluación de la autoestima para educación primaria (A-EP). Madrid: TEA Ediciones.
  • Rasch, G. (1960). Probabilistic models for some intelligence and attainment tests. Copenhagen: Danish Institute for Educational Research.
  • Rómulo, C. y Oliveira, D. (2007). Evidences from link between quality and loyalty in e-service: an empirical study. RevistaEletronica Sistemas & Gestao, 12, 1-15.
  • Roy, M. C., Dewit, O. y Aubert, B. A. (2001). The impact of interface usability on trust in Web retailers. Internet Research, 11(5), 388-398.
  • Runyan, B., Smith, K. Y. y Smith, M. L. (2008). Implications of web assurances services on e-commerce. Accounting Forum, 32(1), 46-61.
  • Schneider, G. P. (2011). Electronic Commerce. Boston, U.S.A: Cengage Learning Boston.
  • Shankar, V., Smith, A. K. y Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing,20(2), 153–175.
  • Sirdeshmukh, D., Singh, J. y Sabol, B. (2002). Customer trust, value and loyalty in relational exchanges. Journal of Marketing, 66, 15–37.
  • Stephen, A. T. y Toubia, O. (2010). Deriving value from social commerce networks. Journal of Marketing Research, 42(2), 215–228.
  • Stone, M. (1974). Cross-validatory choice and the assessment of statistical predictions (with discussion). Journal of the Royal Statistical society, Ser. B, 36, 111–133.
  • Sun, X., Zhao, Y. y Zhu, Q. (2012). Understanding the niche strategies adopted by socialcommerce websites. In Proceedings of the 2012 International Conference on Information Management, Innovation Management and Industrial Engineering, IEEE Computer Society Press, Washington, DC, 2012, 418–421.
  • Susser, B. y Ariga, T. (2006). Teaching e-commerce web page evaluation and design: a pilot study using tourism destination sites. Computers and Education, 47(4), 399–413.
  • Toufaily, E., Ricard, L. y Perrien, J. (2013). Customer loyalty to a commercial website: Descriptive meta-analysis of the empirical literature and proposal of an integrative model. Journal of Business Research, 66, 1436–1447
  • Tsai H-T. y Huang H-C. (2009). Online consumer loyalty: Why e-tailers should seek a high-profile leadership position. Computers inHuman Behavior, 22, 1231-1240.
  • Valvi, A. C. y Fragkos, K. C. (2012). Critical review of the e-loyalty literature: a purchasecentred framework. Electronic Commerce Research, 12(3), p.1-48.
  • Wong, Y. H., Chan, R. Y. K., Ngai, E. W. T. y Oswald, P. (2009). Is customer loyalty vulnerability-based? An empirical study of a Chinese capital-intensive manufacturing industry. Industrial Marketing Management,38(1), 83-93.
  • Wright, B. D. (1984). Despair and hope for educational measurement. Contemporary Education Review, 3(1), 281-288.
  • Yoo, Ch. et al. (2013). Exploring the effect of e-WOM participation on e-Loyalty in e-commerce. Decision Support Systems 55, 669–678.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing 52, 2–22.
  • Zhou, L., Zhang, P. y Zimmermann, H. D. (2013). Social commerce research: an integrated view. Electronic Commerce Research and Applications 12(2), 61–68.
  • Zineldin, M. y Jonsson, P. (2000). An examination of the main factors affecting trust/commitment in supplier-dealer relationships: an empirical study of the Swedish wood industry. The TQM Magazine, 12, 245–265.
  • Zubirán, R. y López, J. (2009). Factores críticos que determinan la intención de compra en línea en el comercio electrónico mexicano. Innovaciones de Negocios, 6(2), 237-256.