Publicado Nov 4, 2016



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Ana Maria Arboleda Arango

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Resumen

Este artículo evalúa en qué medida el compromiso de continuidad del
consumidor hacia una organización modera la relación entre su compromiso
afectivo e intención conductual. Se operacionaliza el constructo
compromiso de continuidad de dos formas: la posibilidad de un
consumidor para elegir el prestador de servicios de salud y el costo de
cambiarse de institución educativa al tener una beca. Los resultados
muestran que el compromiso afectivo incrementa la intención conductual
hacia la organización. Esta relación decrece cuando la continuidad se
refiere al costo y cuando se refiere a la posibilidad de elegir el proveedor
del servicio. Futuros estudios podrían replicar esta metodología para el
caso de marcas o productos de consumo masivo, y de otro lado, podrían
confirmar la experiencia emocional de los consumidores que reciben
beneficios adicionales.

Keywords

comportamiento del consumidor, compromiso afectivo, compromiso de continuidad.

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Cómo citar
Arboleda Arango, A. M. (2016). El compromiso de continuidad y el vínculo del consumidor con la organización. Cuadernos De Administración, 29(53), 181-201. https://doi.org/10.11144/Javeriana.cao29-53.ccvc
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