El papel de la empresa turística en la formación de la e-lealtad de los jóvenes

  1. José Alberto Martínez González 1
  2. Eduardo Parra-López 1
  3. Ángel Chinea Martín 1
  1. 1 Universidad de La Laguna
    info

    Universidad de La Laguna

    San Cristobal de La Laguna, España

    ROR https://ror.org/01r9z8p25

Book:
IV Foro Internacional de Turismo Maspalomas Costa Canaria
  1. Juan Manuel Benítez del Rosario (coord.)
  2. Antonio González Molina (coord.)
  3. Claudia Breede Eyzaguirre (coord.)

Publisher: Servicio de Publicaciones ; Universidad de Las Palmas de Gran Canaria

ISBN: 978-84-9042-301-1

Year of publication: 2016

Pages: 154-171

Congress: Foro Internacional de Turismo Maspalomas Costa Canaria (4. 2016. Maspalomas)

Type: Conference paper

Abstract

Achieving loyalty in electronic commerce is essential for firms to face increasing market competition and growing consumer demands, as well as for the benefits it can bring to their organization. Therefore, it isimportant to analyze the process by which e-loyalty is formed, particularly in the case of young people, the segment of online consumers that have high levels of power and influence but scarce loyalty. In addition to descriptive and discriminant analyses, this paper develops a causal model for the formation of online loyalty among young people. The model indicates how firms could carry out actions that would help form and consolidate e-loyalty through variables related to the firms themselves, website design, products and tosatisfaction.