Word-of-Mouth Communication as a Consequence of Relationship Quality in Online Environments

32 páginas

Autores:
Sarmiento Guede, José Ramón
Esteban Curiel de, Javier
Antonovica, Arta
Tipo de recurso:
Fecha de publicación:
2018
Institución:
Universidad de la Sabana
Repositorio:
Repositorio Universidad de la Sabana
Idioma:
eng
OAI Identifier:
oai:intellectum.unisabana.edu.co:10818/34337
Acceso en línea:
http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/7859
http://hdl.handle.net/10818/34337
Palabra clave:
Comunicación de boca en boca electrónica
Calidad de la relación
Satisfacción
Compromiso (Ética)
Marketing de relaciones
Rights
License
Attribution-NonCommercial-NoDerivatives 4.0 International
id REPOUSABA2_57a40eff21d0d9e2007ef85ee8adc68e
oai_identifier_str oai:intellectum.unisabana.edu.co:10818/34337
network_acronym_str REPOUSABA2
network_name_str Repositorio Universidad de la Sabana
repository_id_str
dc.title.es_CO.fl_str_mv Word-of-Mouth Communication as a Consequence of Relationship Quality in Online Environments
dc.title.alternative.es_CO.fl_str_mv La comunicación de voz a voz como consecuente de la calidad de la relación en entornos online
Comunicação boca a boca como consequência da qualidade do relacionamento em ambientes online
title Word-of-Mouth Communication as a Consequence of Relationship Quality in Online Environments
spellingShingle Word-of-Mouth Communication as a Consequence of Relationship Quality in Online Environments
Comunicación de boca en boca electrónica
Calidad de la relación
Satisfacción
Compromiso (Ética)
Marketing de relaciones
title_short Word-of-Mouth Communication as a Consequence of Relationship Quality in Online Environments
title_full Word-of-Mouth Communication as a Consequence of Relationship Quality in Online Environments
title_fullStr Word-of-Mouth Communication as a Consequence of Relationship Quality in Online Environments
title_full_unstemmed Word-of-Mouth Communication as a Consequence of Relationship Quality in Online Environments
title_sort Word-of-Mouth Communication as a Consequence of Relationship Quality in Online Environments
dc.creator.fl_str_mv Sarmiento Guede, José Ramón
Esteban Curiel de, Javier
Antonovica, Arta
dc.contributor.author.none.fl_str_mv Sarmiento Guede, José Ramón
Esteban Curiel de, Javier
Antonovica, Arta
dc.subject.es_CO.fl_str_mv Comunicación de boca en boca electrónica
Calidad de la relación
Satisfacción
Compromiso (Ética)
Marketing de relaciones
topic Comunicación de boca en boca electrónica
Calidad de la relación
Satisfacción
Compromiso (Ética)
Marketing de relaciones
description 32 páginas
publishDate 2018
dc.date.accessioned.none.fl_str_mv 2018-11-01T14:14:39Z
dc.date.available.none.fl_str_mv 2018-11-01T14:14:39Z
dc.date.issued.none.fl_str_mv 2018
dc.type.es_CO.fl_str_mv article
dc.type.coarversion.fl_str_mv http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_6501
dc.type.hasVersion.es_CO.fl_str_mv publishedVersion
dc.identifier.citation.es_CO.fl_str_mv Sarmiento, J. R., de Esteban, J. & Antonovica, A. (2018). Word-of-Mouth Communication as a Consequence of Relationship Quality in Online Environments. Palabra Clave, 21(4), 1075-1106. doi: 10.5294/pacla.2018.21.4.6
dc.identifier.citation.none.fl_str_mv Amblee, N., & Bui, T. (2011). Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts. International Journal of Electronic Commerce, 16(2), 91–114. 114. doi: 10.2753/JEC1086-4415160205.
Antonovica, A. (2012). Comunicación e imagen de los países bálticos en España a través de la técnica del discurso periodístico (Vol. 156). Madrid, Spain: Dykinson.
Arndt, J. (1967). Word-of-mouth advertising and informal communication. In D. Cox (Ed.), Risk taking and information handling in consumer behaviour (pp. 172–187). Boston, MA: Harvard Business School.
Athanasopoulou, P. (2009). Relationship quality: A critical literature review and research agenda. European Journal of Marketing, 43(5/6), 583–610. doi: 10.1108/03090560910946945
Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A largescale exploratory empirical study. Journal of Marketing, 69(4), 133– 152. doi: 10.1509/jmkg.2005.69.4.133
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183–194. Retrieved from https://www.jstor.org/stable/2489127.
Belanche, D., Casaló, L. V., & Guinalíu, M. (2012). Website usability, consumer satisfaction and the intention to use a website: The moderating effect of perceived risk. Journal of Retailing and Consumer Services, 19(1), 124–132. 132. doi: 10.1016/j.jretconser.2011.11.001.
Berry, L. L. (1983). Relationship marketing. In L. L. Berry, G. Lynn Shostack, & G. Upah (Eds.), Emerging perspectives on services marketing (pp. 25–28). Chicago, IL: American Marketing Association.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31–40. doi: 10.1002/dir.1014.
Breazeale, M. (2009). Forum - Word of Mouse - An assessment of electronic word-of-mouth research. International Journal of Market Research, 51(3), 297–318. doi: 10.2501/S1470785309200566.
Bronner, F., & Hoog, R. D. (2010). Consumer-generated versus marketer- generated websites in consumer decision making. International Journal of Market Research, 52(2), 231–248. doi: 10.2501/ S1470785309201193.
Brooks, J. L. (1957). The systematics of North American Daphnia. New Haven, CT: The Academy.
Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). The role of satisfaction and website usability in developing customer loyalty and positive wordof- mouth in the e-banking services. International Journal of Bank Marketing, 26(6), 399–417. doi: 10.1108/02652320810902433.
Casaló, L. V., Flavián, C., & Guinalíu, M. (2012). Redes sociales virtuales desarrolladas por organizaciones empresariales: antecedentes de la intención de participación del consumidor. Cuadernos de Economía y Dirección de la Empresa, 15(1), 42–51. doi: 10.1016/j. cede.2011.06.003
Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247. doi: 10.1108/10662240810883290
Chung, K. H., & Shin, J. I. (2010). The antecedents and consequences of relationship quality in internet shopping. Asia Pacific Journal of Marketing and Logistics, 22(4), 473–491. doi:10.1108/13555851011090510
Correa, M., García, J. R., & Tabanera, A. (2015). Comercio electrónico y hábitos de consumo en España: la importancia de la banca on-line. Retrieved from https://www.bbvaresearch.com/publicaciones/comercio-electronico-y-habitos-de-consumo-enespana-la-importancia- de-la-banca-on-line/
de Esteban Curiel, J. (2007). La demanda del turismo cultural y su vinculación con el medio ambiente urbano los casos de Madrid y Valencia (Doctoral dissertation). Universidad Complutense de Madrid, Spain.
Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407–1424. Retreived from http://ccs.mit.edu/dell/digitization%20of%20word-of-mouth.pdf
Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8), 877– 886. doi: 10.1016/j.jbusres.2006.02.006
Eiriz, V., & Wilson, D. (2006). Research in relationship marketing: Antecedents, traditions and integration. European Journal of Marketing, 40(3/4), 275–291. doi: 10.1108/03090560610648057
Fassnacht, M., & Koese, I. (2006). Quality of electronic services conceptualizing and testing a hierarchical model. Journal of Service Research, 9(1), 19–37. doi: 10.1177/1094670506289531
Fong, J., & Burton, S. (2006). Electronic word-of-mouth: A comparison of stated and revealed behavior on electronic discussion boards. Journal of Interactive Advertising, 6(2), 7–62. doi: 10.1080/15252019.2006.10722119
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 1–19. Retreived from https://www.jstor.org/stable/pdf/1252265.pdf
Gelb, B. D., & Sundaram, S. (2002). Adapting to “word of mouse”. Business Horizons, 45(4), 21–25.
Goldsmith, R. E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 2–14.
Gronroos, C. (1994). Marketing y gestión de servicios: la gestión de los momentos de la verdad y la competencia en los servicios. Ediciones Díaz de Santos.
Gummesson, E. (1987). The new marketing—developing long-term interactive relationships. Long Range Planning, 20(4), 10–20.
Hair, J. F., Bush, R. P., & Ortinau, D. J. (2010). Investigación de mercados en un ambiente de información digital. México, DF: McGraw Hill Interamericana de España.
Harker, M. J. (1999). Relationship marketing defined? An examination of current relationship marketing definitions. Marketing Intelligence & Planning, 17(1), 13–20. doi: 10.1108/02634509910253768.
Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60–75. doi: 10.1177/109467050141006.
Hennig‐Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing, 14(8), 737–764. doi: 10.1002/(SICI)1520-6793(199712)14:8<737::AID-MAR2>3.0.CO;2-F
Hennig‐Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word‐of‐mouth via consumer‐opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. doi: 10.1002/dir.10073.
Hernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, P. (2010). Metodología de la investigación. México, DF: Editorial McGraw Hill.
Hoffman D. L., & Novak, H. T. P. (1997). A new marketing paradigm for electronic commerce. The Information Society, 13(1), 43–54. doi: 10.1080/019722497129278
Huang, H.-H., & Chiu, C.-K. (2006). Exploring customer satisfaction, trust and destination loyalty in tourism. Journal of American Academy of Business, 10, 156–159.
Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. New York, NY: The Free Press.
Lee, J., Park, D. H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341–352. doi: 10.1016/j.elerap.2007.05.004.
Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473–499. doi: 10.2501/ S0265048709200709.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468. doi: 10.1016/j.tourman.2007.05.011.
Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: A reexamination of the commitment-trust theory. European Journal of Marketing, 41(9/10), 1173–1202. doi: 10.1108/03090560710773390.
Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile marketing in the retailing environment: Current insights and future research avenues. Journal of Interactive Marketing, 24(2), 111–120. doi: 10.1016/j.intmar.2010.02.006.
Oliver, R. L. (1997). Satisfaction: On a behavioral perspective on the consumer. New York, NY: McGraw-Hill.
Oxford, O. E. (2009). Oxford English Dictionary. Oxford, UK: Oxford University Press.
Palmatier, R., Dant, R., Grewal, D., & Evans, K. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136–153. doi: 10.1509/jmkg.70.4.136.
Pollach, I. (2008). Electronic word-of-mouth: A genre approach to consumer communities. International Journal of Web Based Communities, 4(3), 284–301. doi: 10.1504/IJWBC.2008.01919.
Purnasari, H., & Yuliando, H. (2015). How relationship quality on customer commitment influences positive e-WOM. Agriculture and Agricultural Science Procedia, 3, 149–153. doi: 10.1016/j.aaspro. 2015.01.029.
Roberts, R. Varki, S., & Brodie, R. (2003). Measuring the quality of relationships in consumer services: An empirical study. European Journal of Marketing, 37(1/2), 169–196. doi: 10.1108/03090560310454037.
Rogers, R. W., (1983). Cognitive and physiological processes in fear appeals and attitude change: A revised theory of protection motivation. Social Psychophysiology, 153–176.
Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23(3), 393–404. Retreived from http://citeseerx.ist. psu.edu/viewdoc/download?doi=10.1.1.470.8322&rep=rep1&- type=pdf
Sarmiento-Guede, J. R. (2015). Marketing de relaciones: aproximación a las relaciones virtuales. Madrid: Dykinson.
Sarmiento-Guede, J. R. (2016). Las relaciones en el marketing: una revisión a su evolución. Anuario Jurídico y Económico Escurialense, 49, 459–474.
Sarmiento-Guede, J. R. (2017). Marketing de relaciones: un análisis del contenido de sus fundamentos teóricos. Anuario Jurídico y Económico Escurialense, 50, 279–400.
Sarmiento-Guede, J. R., de Esteban Curiel, J., & Antonovica, A. (2017). La comunicación viral a través de los medios sociales: análisis de sus antecedentes. Revista Latina de Comunicación Social, 72, 69– 86. doi: 10.4185/RLCS-2017-1154.
Scanlan, T. K., Simons, J. P., Carpenter, P. J., Schmidt, G. W., & Keeler, B. (1993). The sport commitment model: Measurement development for the youth-sport domain. Journal of Sport & Exercise Psychology, 15(1), 16–38.
Smith, D., Menon, S., & Sivakumar, K. (2005). Online peer and editorial recommendations, trust, and choice in virtual markets. Journal of Interactive Marketing, 19(3), 15–37. doi: 10.1002/dir.20041.
Sun, T., Youn, S., Wu, G., & Kuntaraporn, M. (2006). Online word-of-mouth (or mouse): An exploration of its antecedents and consequences. Journal of Computer-Mediated Communication, 11(4), 1104–1127. doi: 10.1111/j.1083-6101.2006.00310.x.
Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: An initial examination. Journal of Retailing, 76, 309–322. doi: 10.1016/S0022- 4359(00)00035-X.
Ulaga, W., & Eggert, A. (2006). Relationship value and relationship quality: Broadening the nomological network of business-to-business relationships. European Journal of Marketing, 40(3/4), 311–327. doi: 10.1108/03090560610648075.
Vieira, A. L., Winklhofer, H., & Ennew, C. T. (2008). Relationship quality: A literature review and research agenda. Journal of Customer Behavior, 7(4), 269–291. doi: 10.1362/147539208X386833.
Vilpponen, A., Winter, S., & Sundqvist, S. (2006). Electronic word-of-mouth in online environments: exploring referral network structure and adoption behavior. Journal of Interactive Advertising, 6(2), 71–86. doi: 10.1080/15252019.2006.10722120.
Xun, J., & Reynolds, J. J. (2010). Applying netnography to market research: The case of the online forum. Journal of Targeting, Measurement and Analysis for Marketing, 18(1), 17–31. doi: 10.1057/jt.2009.29.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2013): Marketing de servicios. Mexico: McGraw-Hill.
Zhang, J. Q., Craciun, G., & Shin, D. W. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63(12), 1336–1341. doi: 10.1016/j. jbusres.2009.12.011.
dc.identifier.issn.none.fl_str_mv 0122-8285
dc.identifier.other.none.fl_str_mv http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/7859
http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/7859
dc.identifier.uri.none.fl_str_mv http://hdl.handle.net/10818/34337
dc.identifier.doi.none.fl_str_mv 10.5294/pacla.2018.21.4.7
identifier_str_mv Sarmiento, J. R., de Esteban, J. & Antonovica, A. (2018). Word-of-Mouth Communication as a Consequence of Relationship Quality in Online Environments. Palabra Clave, 21(4), 1075-1106. doi: 10.5294/pacla.2018.21.4.6
Amblee, N., & Bui, T. (2011). Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts. International Journal of Electronic Commerce, 16(2), 91–114. 114. doi: 10.2753/JEC1086-4415160205.
Antonovica, A. (2012). Comunicación e imagen de los países bálticos en España a través de la técnica del discurso periodístico (Vol. 156). Madrid, Spain: Dykinson.
Arndt, J. (1967). Word-of-mouth advertising and informal communication. In D. Cox (Ed.), Risk taking and information handling in consumer behaviour (pp. 172–187). Boston, MA: Harvard Business School.
Athanasopoulou, P. (2009). Relationship quality: A critical literature review and research agenda. European Journal of Marketing, 43(5/6), 583–610. doi: 10.1108/03090560910946945
Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A largescale exploratory empirical study. Journal of Marketing, 69(4), 133– 152. doi: 10.1509/jmkg.2005.69.4.133
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183–194. Retrieved from https://www.jstor.org/stable/2489127.
Belanche, D., Casaló, L. V., & Guinalíu, M. (2012). Website usability, consumer satisfaction and the intention to use a website: The moderating effect of perceived risk. Journal of Retailing and Consumer Services, 19(1), 124–132. 132. doi: 10.1016/j.jretconser.2011.11.001.
Berry, L. L. (1983). Relationship marketing. In L. L. Berry, G. Lynn Shostack, & G. Upah (Eds.), Emerging perspectives on services marketing (pp. 25–28). Chicago, IL: American Marketing Association.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31–40. doi: 10.1002/dir.1014.
Breazeale, M. (2009). Forum - Word of Mouse - An assessment of electronic word-of-mouth research. International Journal of Market Research, 51(3), 297–318. doi: 10.2501/S1470785309200566.
Bronner, F., & Hoog, R. D. (2010). Consumer-generated versus marketer- generated websites in consumer decision making. International Journal of Market Research, 52(2), 231–248. doi: 10.2501/ S1470785309201193.
Brooks, J. L. (1957). The systematics of North American Daphnia. New Haven, CT: The Academy.
Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). The role of satisfaction and website usability in developing customer loyalty and positive wordof- mouth in the e-banking services. International Journal of Bank Marketing, 26(6), 399–417. doi: 10.1108/02652320810902433.
Casaló, L. V., Flavián, C., & Guinalíu, M. (2012). Redes sociales virtuales desarrolladas por organizaciones empresariales: antecedentes de la intención de participación del consumidor. Cuadernos de Economía y Dirección de la Empresa, 15(1), 42–51. doi: 10.1016/j. cede.2011.06.003
Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247. doi: 10.1108/10662240810883290
Chung, K. H., & Shin, J. I. (2010). The antecedents and consequences of relationship quality in internet shopping. Asia Pacific Journal of Marketing and Logistics, 22(4), 473–491. doi:10.1108/13555851011090510
Correa, M., García, J. R., & Tabanera, A. (2015). Comercio electrónico y hábitos de consumo en España: la importancia de la banca on-line. Retrieved from https://www.bbvaresearch.com/publicaciones/comercio-electronico-y-habitos-de-consumo-enespana-la-importancia- de-la-banca-on-line/
de Esteban Curiel, J. (2007). La demanda del turismo cultural y su vinculación con el medio ambiente urbano los casos de Madrid y Valencia (Doctoral dissertation). Universidad Complutense de Madrid, Spain.
Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407–1424. Retreived from http://ccs.mit.edu/dell/digitization%20of%20word-of-mouth.pdf
Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8), 877– 886. doi: 10.1016/j.jbusres.2006.02.006
Eiriz, V., & Wilson, D. (2006). Research in relationship marketing: Antecedents, traditions and integration. European Journal of Marketing, 40(3/4), 275–291. doi: 10.1108/03090560610648057
Fassnacht, M., & Koese, I. (2006). Quality of electronic services conceptualizing and testing a hierarchical model. Journal of Service Research, 9(1), 19–37. doi: 10.1177/1094670506289531
Fong, J., & Burton, S. (2006). Electronic word-of-mouth: A comparison of stated and revealed behavior on electronic discussion boards. Journal of Interactive Advertising, 6(2), 7–62. doi: 10.1080/15252019.2006.10722119
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 1–19. Retreived from https://www.jstor.org/stable/pdf/1252265.pdf
Gelb, B. D., & Sundaram, S. (2002). Adapting to “word of mouse”. Business Horizons, 45(4), 21–25.
Goldsmith, R. E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 2–14.
Gronroos, C. (1994). Marketing y gestión de servicios: la gestión de los momentos de la verdad y la competencia en los servicios. Ediciones Díaz de Santos.
Gummesson, E. (1987). The new marketing—developing long-term interactive relationships. Long Range Planning, 20(4), 10–20.
Hair, J. F., Bush, R. P., & Ortinau, D. J. (2010). Investigación de mercados en un ambiente de información digital. México, DF: McGraw Hill Interamericana de España.
Harker, M. J. (1999). Relationship marketing defined? An examination of current relationship marketing definitions. Marketing Intelligence & Planning, 17(1), 13–20. doi: 10.1108/02634509910253768.
Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60–75. doi: 10.1177/109467050141006.
Hennig‐Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing, 14(8), 737–764. doi: 10.1002/(SICI)1520-6793(199712)14:8<737::AID-MAR2>3.0.CO;2-F
Hennig‐Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word‐of‐mouth via consumer‐opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. doi: 10.1002/dir.10073.
Hernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, P. (2010). Metodología de la investigación. México, DF: Editorial McGraw Hill.
Hoffman D. L., & Novak, H. T. P. (1997). A new marketing paradigm for electronic commerce. The Information Society, 13(1), 43–54. doi: 10.1080/019722497129278
Huang, H.-H., & Chiu, C.-K. (2006). Exploring customer satisfaction, trust and destination loyalty in tourism. Journal of American Academy of Business, 10, 156–159.
Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. New York, NY: The Free Press.
Lee, J., Park, D. H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341–352. doi: 10.1016/j.elerap.2007.05.004.
Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473–499. doi: 10.2501/ S0265048709200709.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468. doi: 10.1016/j.tourman.2007.05.011.
Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: A reexamination of the commitment-trust theory. European Journal of Marketing, 41(9/10), 1173–1202. doi: 10.1108/03090560710773390.
Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile marketing in the retailing environment: Current insights and future research avenues. Journal of Interactive Marketing, 24(2), 111–120. doi: 10.1016/j.intmar.2010.02.006.
Oliver, R. L. (1997). Satisfaction: On a behavioral perspective on the consumer. New York, NY: McGraw-Hill.
Oxford, O. E. (2009). Oxford English Dictionary. Oxford, UK: Oxford University Press.
Palmatier, R., Dant, R., Grewal, D., & Evans, K. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136–153. doi: 10.1509/jmkg.70.4.136.
Pollach, I. (2008). Electronic word-of-mouth: A genre approach to consumer communities. International Journal of Web Based Communities, 4(3), 284–301. doi: 10.1504/IJWBC.2008.01919.
Purnasari, H., & Yuliando, H. (2015). How relationship quality on customer commitment influences positive e-WOM. Agriculture and Agricultural Science Procedia, 3, 149–153. doi: 10.1016/j.aaspro. 2015.01.029.
Roberts, R. Varki, S., & Brodie, R. (2003). Measuring the quality of relationships in consumer services: An empirical study. European Journal of Marketing, 37(1/2), 169–196. doi: 10.1108/03090560310454037.
Rogers, R. W., (1983). Cognitive and physiological processes in fear appeals and attitude change: A revised theory of protection motivation. Social Psychophysiology, 153–176.
Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23(3), 393–404. Retreived from http://citeseerx.ist. psu.edu/viewdoc/download?doi=10.1.1.470.8322&rep=rep1&- type=pdf
Sarmiento-Guede, J. R. (2015). Marketing de relaciones: aproximación a las relaciones virtuales. Madrid: Dykinson.
Sarmiento-Guede, J. R. (2016). Las relaciones en el marketing: una revisión a su evolución. Anuario Jurídico y Económico Escurialense, 49, 459–474.
Sarmiento-Guede, J. R. (2017). Marketing de relaciones: un análisis del contenido de sus fundamentos teóricos. Anuario Jurídico y Económico Escurialense, 50, 279–400.
Sarmiento-Guede, J. R., de Esteban Curiel, J., & Antonovica, A. (2017). La comunicación viral a través de los medios sociales: análisis de sus antecedentes. Revista Latina de Comunicación Social, 72, 69– 86. doi: 10.4185/RLCS-2017-1154.
Scanlan, T. K., Simons, J. P., Carpenter, P. J., Schmidt, G. W., & Keeler, B. (1993). The sport commitment model: Measurement development for the youth-sport domain. Journal of Sport & Exercise Psychology, 15(1), 16–38.
Smith, D., Menon, S., & Sivakumar, K. (2005). Online peer and editorial recommendations, trust, and choice in virtual markets. Journal of Interactive Marketing, 19(3), 15–37. doi: 10.1002/dir.20041.
Sun, T., Youn, S., Wu, G., & Kuntaraporn, M. (2006). Online word-of-mouth (or mouse): An exploration of its antecedents and consequences. Journal of Computer-Mediated Communication, 11(4), 1104–1127. doi: 10.1111/j.1083-6101.2006.00310.x.
Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: An initial examination. Journal of Retailing, 76, 309–322. doi: 10.1016/S0022- 4359(00)00035-X.
Ulaga, W., & Eggert, A. (2006). Relationship value and relationship quality: Broadening the nomological network of business-to-business relationships. European Journal of Marketing, 40(3/4), 311–327. doi: 10.1108/03090560610648075.
Vieira, A. L., Winklhofer, H., & Ennew, C. T. (2008). Relationship quality: A literature review and research agenda. Journal of Customer Behavior, 7(4), 269–291. doi: 10.1362/147539208X386833.
Vilpponen, A., Winter, S., & Sundqvist, S. (2006). Electronic word-of-mouth in online environments: exploring referral network structure and adoption behavior. Journal of Interactive Advertising, 6(2), 71–86. doi: 10.1080/15252019.2006.10722120.
Xun, J., & Reynolds, J. J. (2010). Applying netnography to market research: The case of the online forum. Journal of Targeting, Measurement and Analysis for Marketing, 18(1), 17–31. doi: 10.1057/jt.2009.29.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2013): Marketing de servicios. Mexico: McGraw-Hill.
Zhang, J. Q., Craciun, G., & Shin, D. W. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63(12), 1336–1341. doi: 10.1016/j. jbusres.2009.12.011.
0122-8285
10.5294/pacla.2018.21.4.7
url http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/7859
http://hdl.handle.net/10818/34337
dc.language.iso.es_CO.fl_str_mv eng
language eng
dc.relation.ispartofseries.none.fl_str_mv Palabra Clave Vol. 21, Núm. 4 (2018) p. 1075-1106
dc.rights.*.fl_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.coar.fl_str_mv http://purl.org/coar/access_right/c_abf2
dc.rights.uri.*.fl_str_mv http://creativecommons.org/licenses/by-nc-nd/4.0/
rights_invalid_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
http://purl.org/coar/access_right/c_abf2
dc.format.es_CO.fl_str_mv application/pdf
dc.coverage.spatial.es_CO.fl_str_mv Colombia
dc.publisher.es_CO.fl_str_mv Universidad de La Sabana
dc.publisher.department.none.fl_str_mv Dirección de Publicaciones
dc.source.es_CO.fl_str_mv Universidad de La Sabana
Intellectum Repositorio Universidad de La Sabana
institution Universidad de la Sabana
bitstream.url.fl_str_mv https://intellectum.unisabana.edu.co/bitstream/10818/34337/1/Portada%20Palabra%20Clave%20Vol.21%2c%20No%204%20%282018%29.png
https://intellectum.unisabana.edu.co/bitstream/10818/34337/2/license_rdf
https://intellectum.unisabana.edu.co/bitstream/10818/34337/3/license.txt
bitstream.checksum.fl_str_mv edf762ffedcc7d6effcab011434ea5ac
7c9ab7f006165862d8ce9ac5eac01552
f52a2cfd4df262e08e9b300d62c85cab
bitstream.checksumAlgorithm.fl_str_mv MD5
MD5
MD5
repository.name.fl_str_mv Intellectum Universidad de la Sabana
repository.mail.fl_str_mv contactointellectum@unisabana.edu.co
_version_ 1766695351443521536
spelling Sarmiento Guede, José RamónEsteban Curiel de, JavierAntonovica, ArtaColombia2018-11-01T14:14:39Z2018-11-01T14:14:39Z2018Sarmiento, J. R., de Esteban, J. & Antonovica, A. (2018). Word-of-Mouth Communication as a Consequence of Relationship Quality in Online Environments. Palabra Clave, 21(4), 1075-1106. doi: 10.5294/pacla.2018.21.4.6Amblee, N., & Bui, T. (2011). Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts. International Journal of Electronic Commerce, 16(2), 91–114. 114. doi: 10.2753/JEC1086-4415160205.Antonovica, A. (2012). Comunicación e imagen de los países bálticos en España a través de la técnica del discurso periodístico (Vol. 156). Madrid, Spain: Dykinson.Arndt, J. (1967). Word-of-mouth advertising and informal communication. In D. Cox (Ed.), Risk taking and information handling in consumer behaviour (pp. 172–187). Boston, MA: Harvard Business School.Athanasopoulou, P. (2009). Relationship quality: A critical literature review and research agenda. European Journal of Marketing, 43(5/6), 583–610. doi: 10.1108/03090560910946945Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A largescale exploratory empirical study. Journal of Marketing, 69(4), 133– 152. doi: 10.1509/jmkg.2005.69.4.133Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183–194. Retrieved from https://www.jstor.org/stable/2489127.Belanche, D., Casaló, L. V., & Guinalíu, M. (2012). Website usability, consumer satisfaction and the intention to use a website: The moderating effect of perceived risk. Journal of Retailing and Consumer Services, 19(1), 124–132. 132. doi: 10.1016/j.jretconser.2011.11.001.Berry, L. L. (1983). Relationship marketing. In L. L. Berry, G. Lynn Shostack, & G. Upah (Eds.), Emerging perspectives on services marketing (pp. 25–28). Chicago, IL: American Marketing Association.Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31–40. doi: 10.1002/dir.1014.Breazeale, M. (2009). Forum - Word of Mouse - An assessment of electronic word-of-mouth research. International Journal of Market Research, 51(3), 297–318. doi: 10.2501/S1470785309200566.Bronner, F., & Hoog, R. D. (2010). Consumer-generated versus marketer- generated websites in consumer decision making. International Journal of Market Research, 52(2), 231–248. doi: 10.2501/ S1470785309201193.Brooks, J. L. (1957). The systematics of North American Daphnia. New Haven, CT: The Academy.Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). The role of satisfaction and website usability in developing customer loyalty and positive wordof- mouth in the e-banking services. International Journal of Bank Marketing, 26(6), 399–417. doi: 10.1108/02652320810902433.Casaló, L. V., Flavián, C., & Guinalíu, M. (2012). Redes sociales virtuales desarrolladas por organizaciones empresariales: antecedentes de la intención de participación del consumidor. Cuadernos de Economía y Dirección de la Empresa, 15(1), 42–51. doi: 10.1016/j. cede.2011.06.003Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247. doi: 10.1108/10662240810883290Chung, K. H., & Shin, J. I. (2010). The antecedents and consequences of relationship quality in internet shopping. Asia Pacific Journal of Marketing and Logistics, 22(4), 473–491. doi:10.1108/13555851011090510Correa, M., García, J. R., & Tabanera, A. (2015). Comercio electrónico y hábitos de consumo en España: la importancia de la banca on-line. Retrieved from https://www.bbvaresearch.com/publicaciones/comercio-electronico-y-habitos-de-consumo-enespana-la-importancia- de-la-banca-on-line/de Esteban Curiel, J. (2007). La demanda del turismo cultural y su vinculación con el medio ambiente urbano los casos de Madrid y Valencia (Doctoral dissertation). Universidad Complutense de Madrid, Spain.Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407–1424. Retreived from http://ccs.mit.edu/dell/digitization%20of%20word-of-mouth.pdfEastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8), 877– 886. doi: 10.1016/j.jbusres.2006.02.006Eiriz, V., & Wilson, D. (2006). Research in relationship marketing: Antecedents, traditions and integration. European Journal of Marketing, 40(3/4), 275–291. doi: 10.1108/03090560610648057Fassnacht, M., & Koese, I. (2006). Quality of electronic services conceptualizing and testing a hierarchical model. Journal of Service Research, 9(1), 19–37. doi: 10.1177/1094670506289531Fong, J., & Burton, S. (2006). Electronic word-of-mouth: A comparison of stated and revealed behavior on electronic discussion boards. Journal of Interactive Advertising, 6(2), 7–62. doi: 10.1080/15252019.2006.10722119Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 1–19. Retreived from https://www.jstor.org/stable/pdf/1252265.pdfGelb, B. D., & Sundaram, S. (2002). Adapting to “word of mouse”. Business Horizons, 45(4), 21–25.Goldsmith, R. E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 2–14.Gronroos, C. (1994). Marketing y gestión de servicios: la gestión de los momentos de la verdad y la competencia en los servicios. Ediciones Díaz de Santos.Gummesson, E. (1987). The new marketing—developing long-term interactive relationships. Long Range Planning, 20(4), 10–20.Hair, J. F., Bush, R. P., & Ortinau, D. J. (2010). Investigación de mercados en un ambiente de información digital. México, DF: McGraw Hill Interamericana de España.Harker, M. J. (1999). Relationship marketing defined? An examination of current relationship marketing definitions. Marketing Intelligence & Planning, 17(1), 13–20. doi: 10.1108/02634509910253768.Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60–75. doi: 10.1177/109467050141006.Hennig‐Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing, 14(8), 737–764. doi: 10.1002/(SICI)1520-6793(199712)14:8<737::AID-MAR2>3.0.CO;2-FHennig‐Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word‐of‐mouth via consumer‐opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. doi: 10.1002/dir.10073.Hernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, P. (2010). Metodología de la investigación. México, DF: Editorial McGraw Hill.Hoffman D. L., & Novak, H. T. P. (1997). A new marketing paradigm for electronic commerce. The Information Society, 13(1), 43–54. doi: 10.1080/019722497129278Huang, H.-H., & Chiu, C.-K. (2006). Exploring customer satisfaction, trust and destination loyalty in tourism. Journal of American Academy of Business, 10, 156–159.Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. New York, NY: The Free Press.Lee, J., Park, D. H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341–352. doi: 10.1016/j.elerap.2007.05.004.Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473–499. doi: 10.2501/ S0265048709200709.Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468. doi: 10.1016/j.tourman.2007.05.011.Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: A reexamination of the commitment-trust theory. European Journal of Marketing, 41(9/10), 1173–1202. doi: 10.1108/03090560710773390.Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile marketing in the retailing environment: Current insights and future research avenues. Journal of Interactive Marketing, 24(2), 111–120. doi: 10.1016/j.intmar.2010.02.006.Oliver, R. L. (1997). Satisfaction: On a behavioral perspective on the consumer. New York, NY: McGraw-Hill.Oxford, O. E. (2009). Oxford English Dictionary. Oxford, UK: Oxford University Press.Palmatier, R., Dant, R., Grewal, D., & Evans, K. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136–153. doi: 10.1509/jmkg.70.4.136.Pollach, I. (2008). Electronic word-of-mouth: A genre approach to consumer communities. International Journal of Web Based Communities, 4(3), 284–301. doi: 10.1504/IJWBC.2008.01919.Purnasari, H., & Yuliando, H. (2015). How relationship quality on customer commitment influences positive e-WOM. Agriculture and Agricultural Science Procedia, 3, 149–153. doi: 10.1016/j.aaspro. 2015.01.029.Roberts, R. Varki, S., & Brodie, R. (2003). Measuring the quality of relationships in consumer services: An empirical study. European Journal of Marketing, 37(1/2), 169–196. doi: 10.1108/03090560310454037.Rogers, R. W., (1983). Cognitive and physiological processes in fear appeals and attitude change: A revised theory of protection motivation. Social Psychophysiology, 153–176.Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23(3), 393–404. Retreived from http://citeseerx.ist. psu.edu/viewdoc/download?doi=10.1.1.470.8322&rep=rep1&- type=pdfSarmiento-Guede, J. R. (2015). Marketing de relaciones: aproximación a las relaciones virtuales. Madrid: Dykinson.Sarmiento-Guede, J. R. (2016). Las relaciones en el marketing: una revisión a su evolución. Anuario Jurídico y Económico Escurialense, 49, 459–474.Sarmiento-Guede, J. R. (2017). Marketing de relaciones: un análisis del contenido de sus fundamentos teóricos. Anuario Jurídico y Económico Escurialense, 50, 279–400.Sarmiento-Guede, J. R., de Esteban Curiel, J., & Antonovica, A. (2017). La comunicación viral a través de los medios sociales: análisis de sus antecedentes. Revista Latina de Comunicación Social, 72, 69– 86. doi: 10.4185/RLCS-2017-1154.Scanlan, T. K., Simons, J. P., Carpenter, P. J., Schmidt, G. W., & Keeler, B. (1993). The sport commitment model: Measurement development for the youth-sport domain. Journal of Sport & Exercise Psychology, 15(1), 16–38.Smith, D., Menon, S., & Sivakumar, K. (2005). Online peer and editorial recommendations, trust, and choice in virtual markets. Journal of Interactive Marketing, 19(3), 15–37. doi: 10.1002/dir.20041.Sun, T., Youn, S., Wu, G., & Kuntaraporn, M. (2006). Online word-of-mouth (or mouse): An exploration of its antecedents and consequences. Journal of Computer-Mediated Communication, 11(4), 1104–1127. doi: 10.1111/j.1083-6101.2006.00310.x.Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: An initial examination. Journal of Retailing, 76, 309–322. doi: 10.1016/S0022- 4359(00)00035-X.Ulaga, W., & Eggert, A. (2006). Relationship value and relationship quality: Broadening the nomological network of business-to-business relationships. European Journal of Marketing, 40(3/4), 311–327. doi: 10.1108/03090560610648075.Vieira, A. L., Winklhofer, H., & Ennew, C. T. (2008). Relationship quality: A literature review and research agenda. Journal of Customer Behavior, 7(4), 269–291. doi: 10.1362/147539208X386833.Vilpponen, A., Winter, S., & Sundqvist, S. (2006). Electronic word-of-mouth in online environments: exploring referral network structure and adoption behavior. Journal of Interactive Advertising, 6(2), 71–86. doi: 10.1080/15252019.2006.10722120.Xun, J., & Reynolds, J. J. (2010). Applying netnography to market research: The case of the online forum. Journal of Targeting, Measurement and Analysis for Marketing, 18(1), 17–31. doi: 10.1057/jt.2009.29.Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2013): Marketing de servicios. Mexico: McGraw-Hill.Zhang, J. Q., Craciun, G., & Shin, D. W. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63(12), 1336–1341. doi: 10.1016/j. jbusres.2009.12.011.0122-8285http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/7859http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/7859http://hdl.handle.net/10818/3433710.5294/pacla.2018.21.4.732 páginasLa comunicación de boca en boca electrónica genera contenido que constituye una importante fuente de información para los usuarios. Numerosas investigaciones han demostrado que es más creíble e influyente el contenido de otros usuarios que el contenido generado por la marca. El desarrollo de las nuevas tecnologías ha provocado cambios importantes en este proceso de influencia interpersonal. Sin embargo, los estudios que analizan el proceso de comunicación de boca en boca electrónica son insuficientes. En este sentido, este estudio tiene como objetivo principal examinar la relación entre la calidad de la relación y la comunicación de boca en boca electrónica. Además, se identifica la confianza, la satisfacción y el compromiso como principales dimensiones que forman la calidad de la relación y se analiza cómo dichas dimensiones están relacionadas e influyen en el desarrollo de la comunicación de boca en boca electrónica. Para la consecución de los objetivos y la constatación de las hipótesis, desarrollamos un modelo estructural con una escala de medición multi-ítem adaptada de estudios previos. Se recolectaron un total de 576 cuestionarios en línea válidos para probar empíricamente la medición del modelo. La muestra de estudio incluía usuarios de los sitios web de viajes online. Los hallazgos confirman que la calidad de la relación influye en el desarrollo de la comunicación de boca en boca electrónica. Además, pudimos comprobar que las dimensiones de la satisfacción y la confianza en los sitios web de viajes son las más determinantes, debido principalmente a que los usuarios buscan un proceso de comunicación interpersonal que satisfaga su necesidad y que dicha fuente sea fiable. La originalidad de este estudio se basa en utilizar las dimensiones que mejor miden la calidad de la relación y en analizar cómo influyen en el desarrollo de la comunicación de boca en boca electrónica en un contexto online, muy importante para el sector turístico español.application/pdfengUniversidad de La SabanaDirección de PublicacionesPalabra Clave Vol. 21, Núm. 4 (2018) p. 1075-1106Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/http://purl.org/coar/access_right/c_abf2Universidad de La SabanaIntellectum Repositorio Universidad de La SabanaComunicación de boca en boca electrónicaCalidad de la relaciónSatisfacciónCompromiso (Ética)Marketing de relacionesWord-of-Mouth Communication as a Consequence of Relationship Quality in Online EnvironmentsLa comunicación de voz a voz como consecuente de la calidad de la relación en entornos onlineComunicação boca a boca como consequência da qualidade do relacionamento em ambientes onlinearticlepublishedVersionhttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_6501ORIGINALPortada Palabra Clave Vol.21, No 4 (2018).pngPortada Palabra Clave Vol.21, No 4 (2018).pngVer portadaimage/png190274https://intellectum.unisabana.edu.co/bitstream/10818/34337/1/Portada%20Palabra%20Clave%20Vol.21%2c%20No%204%20%282018%29.pngedf762ffedcc7d6effcab011434ea5acMD51CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; charset=utf-81223https://intellectum.unisabana.edu.co/bitstream/10818/34337/2/license_rdf7c9ab7f006165862d8ce9ac5eac01552MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-8498https://intellectum.unisabana.edu.co/bitstream/10818/34337/3/license.txtf52a2cfd4df262e08e9b300d62c85cabMD5310818/34337oai:intellectum.unisabana.edu.co:10818/343372019-01-09 12:25:59.252Intellectum Universidad de la Sabanacontactointellectum@unisabana.edu.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

Publicaciones similares