El efecto de la satisfacción del cliente en la lealtad: aplicación en establecimientos minoristas
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nov 25, 2011
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Resumen
Este trabajo analiza el papel de la satisfacción en la formación de la lealtad del
cliente. Identifica los antecedentes más relevantes de la satisfacción y determina su influencia en la lealtad a través de los juicios de satisfacción, la performance y la desconfirmación. Distingue entre lealtad actitudinal, intenciones positivas o negativas, y lealtad conductual, o compra efectiva. Estudia una muestra de compradores en establecimientos minoristas de ropa y alimentos empleando la metodología del efecto mediador. Los resultados de las regresiones muestran que la satisfacción es un elemento mediador entre los efectos de la performance y de la desconfirmación sobre las intenciones positivas, así como entre el efecto de la performance sobre la lealtad conductual. No se encontró ninguna relación entre la satisfacción y las intenciones negativas.
Keywords
loyalty, performance, disconfirmation, customer satisfactionlealtad, performance, desconfirmación, satisfacción del clientefidelidade, performance, desconfirmação, satisfação do cliente
References
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Batista, J. M. y Martínez, M. R. (1989). Análisis multivariante. Análisis en componentes principales. Barcelona: Editorial Hispano Europea.
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Barroso, C. y Martín, E. (1999). Marketing relacional. Madrid: Esic.
Batista, J. M. y Martínez, M. R. (1989). Análisis multivariante. Análisis en componentes principales. Barcelona: Editorial Hispano Europea.
Bennett, R. and Rundle-Thiele, S. (2004). Customer satisfaction should not be the only goal. Journal of Services Marketing, 16 (7), 514-523.
Berné, C. (1997). Modelización de la postcompra: satisfacción y lealtad. En J. M. Múgica y S. Ruiz (Eds.), El comportamiento del consumidor (pp. 163-180). Barcelona: Ariel.
Berry, L. (1995). Relationship marketing of service-growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23 (4), 236-245.
Bigné, J. E. y Andreu, L. (2002). Análisis de la satisfacción en la experiencia del consumidor: una aplicación en museos interactivos. XIV Encuentro de profesores universitarios de marketing (pp. 497-510). Granada.
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Bigné, J. E.; Andreu, L.; Chumpitaz, R. y Swaen, V. (2006). Efectos de las variables ambientales y atribución en las emociones en centros comerciales. Una aplicación en la compra de perfumerías y cosmética. Revista Española de Investigación y Marketing, 10 (17), 45-68.
Bigné, J. E.; Andreu, L. and Gnoth, J. (2005). The theme park experience: an analysis of pleasure, arousal and satisfaction. Tourism Management, 26, 833-844.
Bloemer, M. J. and Kasper, P. D. (1995). The complex relationship between consumer satisfaction and brand lyalty. Journal of Economic Psychology, 16, 311-329.
Boulding, W.; Kalra, A.; Staelin, R. and Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, 30 (febrero), 7-27.
Bowen, D. (2001). Antecedents of consumer satisfaction and dissatisfaction (CS/D) on long haul inclusive tours: a reality check on theoretical considerations. Tourism Management, 22 (1), 49-61.
Brady, M. K.; Cronin, J. J. Jr. and Brand, R. R. (2002). Performance-only measurement of service quality: a replication and extension. Journal of Business Research, 55, 17-31.
Buttle, F. and Burton, J. (2002). Does service failure influence customer loyalty. Journal of Consumer Behavior, 1 (3), 217-227.
Cadotte, E. R.; Woodruff, R. B. and Jenkins, R. L. (1987). Expectations and norms in models of consumer satisfaction. Journal of Marketing Research, 24 (agosto), 305-314.
Caruana, A. (2002). Service loyalty: the effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36, 811-822.
Chen, S. C. and Quester, P. G. (2006). Modeling store loyalty: perceived value in market orientation practice. Journal of Services Marketing, 20 (3), 188-198.
Choi, K.; Cho, W.; Lee, S.; Lee, H. and Kim, C. (2002). The relationship among quality, value, satisfaction and behavioral intention in health care provider choice: a South Korean study. Journal of Business Research, 5738, 1-9.
Cohen, J. y Cohen, P. (1983). Applied Multiple Regression/Correlation Analysis for the Behavioral Sciences, 2a. ed., Hillsdale: Lawrence Erlbaum.
Cole, S. T. and Illum, S. F. (2006). Examining the mediating role of festival visitors' satisfaction in the relationship between service quality and behavioural intentions. Journal of Vacation Marketing, 12 (2), 160-173.
Cronin, J. J. and Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56 (julio), 55-68.
Czepiel, J.A. and Gilmore, R.(1987). Exploring the concept of loyalty in services. En J. Czepiel, C. Congram, and J. Shanahan (Eds.) The services challenge: Integrating for competitive advantage (pp. 91-94). Chicago: American Marketing Association.
Deighton, J. (1992). The consumption of performance. Journal of Consumer Research, 19 (diciembre), 362-372.
Dimitriades, Z. S. (2006). Customer satisfaction, loyalty and commitment in service organizations. Management Research News, 29 (12), 782-800.
Estelami, H. (2003). Sources, characteristics and dynamics of post-purchase price complaints. Journal of Business Research, 56 (5), 411-419.
Fecikova, I. (2004). An index method for measurement of customer satisfaction. The TQM Magazine, 16 (1), 57-66.
Frasquet, M.;Gil, I. and Mollá, A.(2001).Shopping-centre selection modelling: a segmentation approach. International Review of Retail, Distribution and Consumer Research, 11 (1), 23-38.
Fullerton, G. (2005). How commitmentboth enables and undermines marketing relationships. European Journal of Marketing, 39 (11-12), 1372-1388.
García, B.; Gutiérrez, A. and Gutiérrez, J. (2006). The role of loyalty programs in behavioral and affective loyalty. Journal of Consumer Marketing, 23 (7), 387-396.
Geng-Qing Chi, C. and Qu, H. (2008). Examining the structural relationship of destination image, tourist satisfaction and destination loyalty: an integrated approach. Tourism Management, 29, 624-636.
Geykens, I.; Stenkamp, J. B. and Kumar, N. (1999). A meta-analysis of satisfaction in marketing channel relationship. Journal of Marketing Research, 2, 223-238.
Giese, J. L. and Cote, J. A. (2000). Defining consumer satisfaction. Academy of Marketing Science Review, 1, 1-34.
Gil, I.; Berenguer, G.; González-Gallarza, M. y Fuentes, M. (2007). Segmentando clientes a partir del valor percibido. Una aproximación en el contexto de la relación entre empresas. Cuadernos de Economía y Dirección de la Empresa, 31, 31-66.
Gremler, D. D. and Brown, S. W. (1996). Service loyalty: its nature, importance and implications. In B. Edvardsson, S. W. Brown, R. Sohnston and E. Scheuing (Eds.), QUIS V: Advancing Service Quality: A Global Perspective (pp. 171-181). New York: ISQA.
Gruen, T. W.; Summers, J. O. and Acito, F. (2000). Relationship marketing activities, commitment and membership behavior in professional association. Journal of Marketing, 64, 34-49.
Hair, J. F.; Anaderson, R. E.; Tatham, R. L. y Black, W. (1999). Análisis multivariante, 5a, ed. Madrid: Prentice Hall.
Hirschman, E. C. and Holbrook, M. B.(1982).Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46, 92-101.
Hoest, V. and Knie-Andersen, M. (2004). Modeling customer satisfaction in mortgage credit companies. International Journal of Bank Marketing, 22 (1), 26-42.
Holmeck, G. N. (1997). Toward terminological, conceptual and statistical clarity in the study of mediators and moderators: examples from the child-clinical and pediatric psichology literaturas. Journal of Consulting and Clinical Psichology, 65 (4), 599-610.
Howard, J. A. (1974). The structure of buyer behavior. In J. V. Farley and J. A. Howard (Eds.), Consumer behavior: Theory and application (pp. 9-32). Boston: Allyn & Bacon.
Howard, J. A. and Sheth, J. N. (1969). The Theory of Buyer Behavior. New York: John Wiley & Sons.
Johnson, R. (1998). The effect of intensity of dissatisfaction on complaining behavior. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 11, 69-77.
Johnson, M. D.; Anderson, E. W. and Fornell, C. (1995). Rational and adaptative performance expectations in a customer satisfaction framework. Journal of Consumer Research, 21 (marzo), 695-707.
Josiam, B. M.; Kinley, T. R. and Kim, Y. K. (2005). Involvement and the tourist shopper: using the involvement construct to segment the American shopper at the mall. Journal of Vacation Marketing, 11 (2), 135-154.
Kenny, D. A.; Kashi, D. A. and Bolger, N. (1998). Data analysis in social psychology. In D. Gilbert, S. T. Fiske and G. Lindzey (Eds.), Handbook of Social Psychology, 4th ed. (pp. 233-265). New York: McGraw-Hill.
Kim, W. G. and Cha, Y. (2002). Antecedents and consequences of relationship quality in hotel industry. Hospitality Management, 21, 321-338.
Lapierre, J.; Filiatrault, P. and Chebat, J. C. (1999). Value strategy rather than quality strategy: a case of business-to-business professional service. Journal of Business Research, 45, 235-246.
Lee, B. C. Y. (2007). Consumer attitude toward virtual stores and its correlates. Journal of Retailing and Consumer Services, 14 (3), 182-191.
Lewis, B. R. and Soureli, M. (2006). The antecedents of consumer loyalty in retail banking. Journal of Consumer Behaviour, 5 (1), 15-31.
Malhotra, N. K. (1997). Investigación de mercados. Un enfoque práctico. México: Prentice Hall.
Matzler, K.; Bailom, F.; Hinterhuber, H.H.; Renzl, B. and Pichler, J. (2004). The asymetric relationship between attribute-level performance and overall customer satisfaction: a reconsideration of the importance-performance analysis. Industrial Marketing Management, 33, 271-277.
Mittal, V. and Kamakura, W. A. (2001). Satisfaction, repurchase intent and repurchase behavior: investigating the moderating effect of consumer characteristics. Journal of Marketing Research, 38 (1), 131-142.
Mittal, V.; Kumar, P. J. and Tsiros, M. (1999). Attribute-level performance, satisfaction and behavioral intentions over time: a consumption system approach. Journal of Marketing, 63 (abril), 88-101.
Moliner, B.; Berenguer, G. y Gil, I. (2001). La importancia de la performance y las expectativas en la formación de la satisfacción del consumidor. Investigaciones Europeas de Dirección y Economía de la Empresa, 7 (3), 155-172.
Moliner, B.; Berenguer, G.; Gil, I. and Fuentes, M. (2006). Antecedents to complaint behaviour in the context of restaurant goers. International Review of Retail, Distribution and Consumer Research, 16 (5), 493-517.
Moliner, B.; Fuentes, M.; Gil, I. and Berenguer, G. (2010). Causes for complaining behaviour intentions: the moderador effect of previous experience of the restaurant. Journal of Services Marketing, 24 (7), 532-545.
Morwitz, V. G.; Steckel, J. H. and Gupta, A. (1997). When do purchase intentions predict sales? Marketing Science Institute, Working Paper, junio.
Neeley, S. M. and Schumann, D. W. (2000). Perceived social approval as a comparison standard in product evaluation and determination of satisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 13, 37-51.
Nunnally, J. C. (1987). Teoría psicométrica. México: Trillas.
Oliver, R. L. (1989). Processing of the satisfaction response in consumption: a suggested framework and research propositions. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 2, 1-16.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill.
Oliver, R. L.; Rust, R. T. and Varki, S. (1997). Customer Delight: foundations, findings and managerial insight. Journal of Retailing, 73 (3), 311-336.
Peterson, R. A. (1994). A meta-analysis of Cronbach's Coefficient Alpha. Journal of Consumer Research, 21 (septiembre), 381-391.
Pritchard, M. and Howard, D. R. (1997). The loyal traveller: examining a typology of service patronage. Journal of Travel Research, 35 (4), 2-10.
Ravald, A. and Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30 (2), 19-30.
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Cómo citar
Moliner Velázquez, B., & Berenguer Contrí, G. (2011). El efecto de la satisfacción del cliente en la lealtad: aplicación en establecimientos minoristas. Cuadernos De Administración, 24(42). https://doi.org/10.11144/Javeriana.cao24-42.escl
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