Publicado Nov 25, 2011



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Beatriz Moliner Velázquez

Gloria Berenguer Contrí

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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

fidelidade, performance, desconfirmação, satisfação do clientelealtad, performance, desconfirmación, satisfacción del clienteloyalty, performance, disconfirmation, customer satisfaction

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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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