Uso de variables mediadoras y moderadoras en la explicación de la lealtad del consumidor en ambientes de servicios

  • Juan Carlos Bustamante Coordinador del área de Marketing, Departamento de Ciencias Administrativas y Contables, Universidad de Los Andes-Táchira, Venezuela
Palabras clave: Variables mediadoras, Moderadoras, Lealtad del consumidor

Resumen

El presente artículo tiene por objeto desarrollar un modelo que permita explicar la lealtad del consumidor en un ámbito de servicios al incorporar al análisis variables mediadoras y moderadoras del comportamiento del consumidor. Para contrastar el modelo se realizó un estudio a consumidores de telefonía móvil y televisión por suscripción en Venezuela, a partir de lo cual se realizó una estimación mediante modelos de estructura de covarianza. La investigación produjo un modelo que demuestra la importancia del uso de variables mediadoras (valor percibido y confianza) en la predicción de la lealtad del consumidor en ambientes de servicio. El efecto moderador que produce la aversión a la pérdida quedó reflejado principalmente en el valor percibido y la confianza del consumidor, afectando así a las variables resultado, satisfacción y lealtad

Descargas

La descarga de datos todavía no está disponible.

Citas

Agustin, C. y Singh, J. (2005). Curvilinear effects of consumer loyalty. Journal of Marketing Research, 42(1), 96–108.

Anderson, C. y Gerbing, W. (1988). Structural equation modelling in practice. A review and recommended two–step approach. Psychological Bulleting, 103(3), 411–423.

Anderson, E. y Sullivan, M. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125–143.

Athanassopoulos, A. (2000). Customer satisfaction cues to support market segmentation and explain switching behavior. Journal of Business Research, 47(3), 191–207.

Bell, D. y Lattin, J. (2000). Looking for loss aversion in scanner panel data: The confounding effect of price response heterogeneity. Marketing Science, 19(2), 185–200.

Brady, M., Robertson, C. y Cronin, J. (2001). Managing behavioral intentions in diverse cultural environments: An investigation of service quality, service value, and satisfaction for American and Ecuadorian fast–food customers. Journal of International Management, 7(2), 129–149.

Camerer, C. (2005). Three cheers – psychological, theoretical, empirical – for loss aversion. Journal of Marketing Research, 42(2), 129–133.

Caruana, A., Money, A. y Berthon, P. (2000). Service quality and satisfaction – the moderating role of value. European Journal of Marketing, 34(11), 1338–1353.

Chiou, J. y Droge, C. (2006). Service quality, trust, specific asset investment, and expertise: Direct and indirect effects in a satisfaction–loyalty framework. Journal of the Academy of Marketing Science, 34(4), 613–627.

Collier, J. y Bienstock, C. (2006). Measuring service quality in e–retailing. Journal of Service Research, 8(3), 260–276.

CONATEL (2011). Secretaria de estadísticas de telecomunicaciones [consultado 10 May 2013]. Disponible en: http://www.conatel.gob.ve/ files/Indicadores/indicadores 2012 anual/telefonia movil 12.pdf

Cronin, J. y Taylor, S. (1992). Measuring service quality: A reexamination an extension. Journal of Marketing, 56(3), 55–68.

Cronin, J., Brady, M. y Hult, T. (2000). Assessing the effects of quality, value, and customer's satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218.

Delgado–Ballester, E., Manuera, A. y Yagüe, M. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 45–64.

Dick, A. y Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of Academy of Marketing Science, 22(2), 99–113.

Díez de Castro, E. C. y Rosa, I. (2004). Gestión de precios (4.a ed.). Madrid: Editorial ESIC.

Fornell, C. y Larcker, D. (1981). Evaluating structural equations models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6–21.

Fornell, C., Michael, D., Anderson, J. y Barbara, E. (1996). The American customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60(4), 7–18.

Fullerton, G. (2005). The service quality–loyalty relationship in retail services: Does commitment matter? Journal of Retailing and Consumer Services, 12(2), 99–11.

Grayson, K., Johnson, D. y Chen, D. (2008). Is firm trust essential in a trusted environment? How trust in the business context influences customers. Journal of Marketing Research, 45(2), 241–256.

Hair, H., Black, C., Babin, J., Anderson, E. y Tatham, L. (2010). Multivariate Data Analysis (7th ed). Upper Saddle River, New Jersey: Prentice Hall.

Harjit, S., Sanjit, R., Gurvinder, S. y Pritchard, A. (2013). Modelling trust in service relationships: A transnational perspective. Journal of Services Marketing, 27(1), 76–86.

Hellier, P., Geursen, G., Carr, R. y Rickard, J. (2003). Customer repurchases intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762–1800.

Holbrook, M. B. (1994). The nature of customer's value: An axiology of service in consumption experience. En R. T. Rust y R. L. Oliver (Eds.), Service quality: New directions in theory and practice (pp. 21–71). Thousand Oaks, CA: Sage Publications.

Hu, H.–H., Kandampully, J. y Juwaheer, T. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: An empirical study. The Service Industries Journal, 29(2), 111–125.

Hu, L. y Bentler, P. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55.

Johnson, D. y Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500–507.

Johnson, M., Gustafsson, A., Andreassen, T., Lervik, L. y Cha, J. (2001). The evolution and future of national customer satisfaction index models. Journal of Economic Psychology, 22(2), 217–245.

Keith, R., Sajeev, V. y Brodi, R. (2003). Measuring the quality of relationship in consumer services: An empirical study. European Journal of Marketing, 37(1/2), 169–196.

Klapper, D., Ebling, C. y Temme, J. (2005). Another look at loss aversion in brand choice data: Can we characterize the loss averse consumer? International Journal of Research in Marketing, 22(3), 239–254.

Kumar, V., Dalla Pozza, I. y Ganesh, J. (2013). Revisiting the satisfaction–loyalty relationship: Empirical generalizations and directions for future research. Journal of Retailing, 89(3), 246–262.

Leisen, B. (2009). Linking the hierarchical service quality model to customer satisfaction and loyalty. Journal of Service Marketing, 23(1), 42–50.

Lewis, B. y Soureli, M. (2006). The antecedents of consumer loyalty in retail banking. Journal of Consumer Behavior. An International Research Review, 5(1), 15–31.

Lusch, F., Vargo, L. y O'Brien, M. (2007). Competing through service: Insights from service–dominant logic. Journal of Retailing, 83(1), 5–18.

Mittal, V., Ross, R. y Baldasare, P. (1998). The asymmetric impact of negative and positive attribute–level performance on overall satisfaction and repurchase intentions. Journal of Marketing, 62(1), 33–47.

Morgan, R. y Hunt, S. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.

Oliver, R. (1996). Varieties of value in the consumption satisfaction response. Advances in Consumer Research, 23, 143–147.

Oubiña, J. y Méndez, J. (2008). Factores moderadores de la aversión a la pérdida y sus implicaciones para la políticas de Marketing [artículo de trabajo no publicado]. Madrid: Universidad Autónoma de Madrid.

Parasuraman, A., Zeithaml, V. y Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50.

Parasuraman, A., Zeithaml, V. y Berry, L. (1988). SERVQUAL: A multiple–item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.

Pedersen, P. y Nysveen, H. (2001). Shopbot banking: An exploratory study of customer loyalty effects. International Journal of Bank Marketing, 19(4), 146–155.

Ramírez, P. y Duque, E. (2013). Involucramiento de producto y lealtad de marca para productos de consumo masivo en Bogotá D.C. Estudios Gerenciales, 29(128), 303–312.

Roberts, K., Sajeev, V. y Brodie, R. (2003). Measuring the quality of relationships in consumer services: An empirical study. European Journal of Marketing, 37(1/2), 169–196.

San Martín, S. y Camarero, C. (2010). Los determinantes de la confianza del comprador online. Comparación con el caso de subasta. Cuadernos de Gestión, 10(Número especial), 43–61.

Shukla, P. (2010). Effects of perceived sacrifice, quality, value, and satisfaction on behavioral intentions in the service environment. Service Marketing Quarterly, 31(4), 466–484.

Sichtmann, C. (2007). An analysis of antecedents and consequences of trust in a corporate brand. European Journal of Marketing, 41(9/10), 999–1015.

Sirdeshmukh, D., Singh, J. y Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15–37.

Sivakumar, K., Li, M. y Dong, B. (2014). Service quality: The impact of frequency, timing, proximity, and sequence of failures and delights. Journal of Marketing, 78(1), 41–58.

Snoj, B., Pisnik, A. y Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of Product & Brand Management, 13(3), 156–167.

Sweeney, J., Soutar, G. y Johnson, L. (1999). The role of perceived risk in the qualityvalue relationship: A study in a retail environment. Journal of Retailing, 75(1), 77–105.

Szymanski, D. y Henard, D. (2001). Customer satisfaction: A meta–analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), 1–16.

Teas, R. y Agarwal, S. (2000). The effect of extrinsic product cues on consumer's perception of quality, sacrifice and value. Journal of the Academy of Marketing Science, 28(2), 278–290.

Tse, D. y Wilton, P. (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 25(2), 204–212.

Tversky, A. y Kahneman, D. (1991). Loss aversion in riskless choice: A referencedependent model. Quarterly Journal of Economics, 106(4), 1039–1061.

Tyler, K. y Stanley, E. (2007). The role of trust in financial services business relationships. Journal of Services Marketing, 21(5), 334–344.

Vanhamme, J. (2000). The link between surprise and satisfaction: An exploratory research. Journal of Marketing Management, 16(6), 565–582.

Westbrook, R. y Oliver, R. (1981). Developing better measures of consumer satisfaction: Some preliminary results. En K. B. Monroe (Ed.), Advances in Consumer Research (Vol. 8) (pp. 94–99). Ann Arbor, MI: Association for Consumer Research.

Yang, Z. y Peterson, R. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799–822.

Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: A means–end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.

Zeithaml, V., Berry, L. y Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.

Publicado
2015-09-07
Cómo citar
Bustamante, J. C. (2015). Uso de variables mediadoras y moderadoras en la explicación de la lealtad del consumidor en ambientes de servicios. Estudios Gerenciales, 31(136), 299-309. https://doi.org/10.1016/j.estger.2015.05.002
Sección
Artículo de investigación