El papel de la empresa turística en la formación de la e-lealtad de los jóvenes
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Universidad de La Laguna
info
- Benítez del Rosario, Juan Manuel (coord.)
- González Molina, Antonio (coord.)
- Breede Eyzaguirre, Claudia (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.