Modelo de Lealtad a partir de un Análisis de Ecuaciones Estructurales

Day by day becomes more important for companies to own a database of loyal customers, because the continuous follow up and expanding business with them gives a bigger profitability that getting new customers. Several methodologies have been used for satisfaction measure and loyalty of customers, most of them are based on Behavioural Psychology from positivist approach and leverages description of manifest behaviors measured directly and whose main objective is establish the direct importance that each service driver has about loyalty, as in case of methodologies based on regression models. In this paper I illustrate an application of a Loyalty Model that looking for through an analysis of Structural Equation Modeling with latent variables, define the size of effect on the loyalty for phenomena like overall satisfaction with service, repurchase intention and recommendation. 

• Autores: Romero, Robert; Babativa, Giovanny
• Fecha de publicación: 2016
• Institución: Universidad Santo Tomás
• Repositorio: Repositorio Institucional USTA
• Idioma: spa; eng
• OAI Identifier: oai:repository.usta.edu.co:11634/6476
• Acceso en línea: https://revistas.usantotomas.edu.co/index.php/estadistica/article/view/2363
• Palabra clave: Direct effect; DWLS; exploratory factor analysis; indirect effect; latent variable; measure model.; Análisis factorial exploratorio; DWLS; efecto directo; efecto indirecto; modelo de medida; variable latente.
• License: Copyright (c) 2016 Comunicaciones en Estadística