Publicado Mar 1, 2022



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Lucirene Rangel Lyne

José Ignacio Azuela Flores

Magda Lizet Ochoa Hernández

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Resumen

Este artículo analiza los efectos de la Responsabilidad Social Corporativa (RSC) percibida sobre la confianza; y los efectos de esta sobre la lealtad de los consumidores durante la contingencia sanitaria debida a la COVID-19. Se estima un modelo de ecuaciones estructurales basado en varianzas, empleando una muestra de 72 consumidores. Los resultados muestran que las acciones de RSC incrementan la confianza y, a su vez, ésta repercute positivamente sobre la lealtad. La originalidad de este estudio radica en la forma de identificación de los consumidores leales, pues se consideraron los niveles de lealtad previos al análisis, de manera que sólo se tuvieron en cuenta los consumidores que declararon comprar en el mismo establecimiento antes y durante la contingencia sanitaria, lo que brinda una mejor aproximación al fenómeno estudiado.

Keywords

CSR, pandemic, trust, loyaltyRSC, pandemia, confianza, lealtadRSC, pandemia, confiança, fidelidade

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Cómo citar
Rangel Lyne, L., Azuela Flores, J. I. ., & Ochoa Hernández, M. L. . (2022). ¿Lealtad en tiempos de COVID-19? Un análisis a partir de la RSC y la confianza percibidas en el consumo de víveres. Cuadernos De Administración, 35. https://doi.org/10.11144/Javeriana.cao35.ltcap
Sección
Edición regular