Análisis de la relación entre la calidad del servicio percibido y la lealtad del cliente en la modalidad B2C del e-commerce en Bogotá, Colombia

ilustraciones, diagramas

Autores:
Leal Hernández, Deisy Paola
Tipo de recurso:
Fecha de publicación:
2023
Institución:
Universidad Nacional de Colombia
Repositorio:
Universidad Nacional de Colombia
Idioma:
spa
OAI Identifier:
oai:repositorio.unal.edu.co:unal/85312
Acceso en línea:
https://repositorio.unal.edu.co/handle/unal/85312
https://repositorio.unal.edu.co/
Palabra clave:
380 - Comercio , comunicaciones, transporte::381 - Comercio interno (Comercio doméstico)
Comercio electrónico
Lealtad
Compra
Calidad del servicio percibido
E-commerce
Loyalty
Purchase
Service quality
Estudio de mercado
Comercio electrónico
Consumidor
Market research
Electronic commerce
Consumers
Rights
openAccess
License
Reconocimiento 4.0 Internacional
id UNACIONAL2_85d9ece0a9dc847414ba54f05be326e2
oai_identifier_str oai:repositorio.unal.edu.co:unal/85312
network_acronym_str UNACIONAL2
network_name_str Universidad Nacional de Colombia
repository_id_str
dc.title.spa.fl_str_mv Análisis de la relación entre la calidad del servicio percibido y la lealtad del cliente en la modalidad B2C del e-commerce en Bogotá, Colombia
dc.title.translated.eng.fl_str_mv Analysis of the relationship between perceived service quality and customer loyalty in B2C e-commerce in Bogota, Colombia
title Análisis de la relación entre la calidad del servicio percibido y la lealtad del cliente en la modalidad B2C del e-commerce en Bogotá, Colombia
spellingShingle Análisis de la relación entre la calidad del servicio percibido y la lealtad del cliente en la modalidad B2C del e-commerce en Bogotá, Colombia
380 - Comercio , comunicaciones, transporte::381 - Comercio interno (Comercio doméstico)
Comercio electrónico
Lealtad
Compra
Calidad del servicio percibido
E-commerce
Loyalty
Purchase
Service quality
Estudio de mercado
Comercio electrónico
Consumidor
Market research
Electronic commerce
Consumers
title_short Análisis de la relación entre la calidad del servicio percibido y la lealtad del cliente en la modalidad B2C del e-commerce en Bogotá, Colombia
title_full Análisis de la relación entre la calidad del servicio percibido y la lealtad del cliente en la modalidad B2C del e-commerce en Bogotá, Colombia
title_fullStr Análisis de la relación entre la calidad del servicio percibido y la lealtad del cliente en la modalidad B2C del e-commerce en Bogotá, Colombia
title_full_unstemmed Análisis de la relación entre la calidad del servicio percibido y la lealtad del cliente en la modalidad B2C del e-commerce en Bogotá, Colombia
title_sort Análisis de la relación entre la calidad del servicio percibido y la lealtad del cliente en la modalidad B2C del e-commerce en Bogotá, Colombia
dc.creator.fl_str_mv Leal Hernández, Deisy Paola
dc.contributor.advisor.none.fl_str_mv Rojas Contreras, Camilo Andrés
dc.contributor.advisor.spa.fl_str_mv Duque Oliva, Edison Jair
dc.contributor.author.spa.fl_str_mv Leal Hernández, Deisy Paola
dc.contributor.researchgroup.spa.fl_str_mv Griego (Grupo Investigación en Gestión y Organizaciones)
dc.subject.ddc.spa.fl_str_mv 380 - Comercio , comunicaciones, transporte::381 - Comercio interno (Comercio doméstico)
topic 380 - Comercio , comunicaciones, transporte::381 - Comercio interno (Comercio doméstico)
Comercio electrónico
Lealtad
Compra
Calidad del servicio percibido
E-commerce
Loyalty
Purchase
Service quality
Estudio de mercado
Comercio electrónico
Consumidor
Market research
Electronic commerce
Consumers
dc.subject.proposal.spa.fl_str_mv Comercio electrónico
Lealtad
Compra
Calidad del servicio percibido
dc.subject.proposal.eng.fl_str_mv E-commerce
Loyalty
Purchase
Service quality
dc.subject.unesco.spa.fl_str_mv Estudio de mercado
Comercio electrónico
Consumidor
dc.subject.unesco.eng.fl_str_mv Market research
Electronic commerce
Consumers
description ilustraciones, diagramas
publishDate 2023
dc.date.issued.none.fl_str_mv 2023
dc.date.accessioned.none.fl_str_mv 2024-01-15T22:05:40Z
dc.date.available.none.fl_str_mv 2024-01-15T22:05:40Z
dc.type.spa.fl_str_mv Trabajo de grado - Maestría
dc.type.driver.spa.fl_str_mv info:eu-repo/semantics/masterThesis
dc.type.version.spa.fl_str_mv info:eu-repo/semantics/acceptedVersion
dc.type.content.spa.fl_str_mv Text
dc.type.redcol.spa.fl_str_mv http://purl.org/redcol/resource_type/TM
status_str acceptedVersion
dc.identifier.uri.none.fl_str_mv https://repositorio.unal.edu.co/handle/unal/85312
dc.identifier.instname.spa.fl_str_mv Universidad Nacional de Colombia
dc.identifier.reponame.spa.fl_str_mv Repositorio Institucional Universidad Nacional de Colombia
dc.identifier.repourl.spa.fl_str_mv https://repositorio.unal.edu.co/
url https://repositorio.unal.edu.co/handle/unal/85312
https://repositorio.unal.edu.co/
identifier_str_mv Universidad Nacional de Colombia
Repositorio Institucional Universidad Nacional de Colombia
dc.language.iso.spa.fl_str_mv spa
language spa
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spelling Reconocimiento 4.0 Internacionalhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Rojas Contreras, Camilo Andrés08073180a28d2b2831fbd8e6882755f7Duque Oliva, Edison Jair706a76ec71f8ad582d4a341b76fcd8ceLeal Hernández, Deisy Paola024e817707a84a02175e8a8d8c46df03Griego (Grupo Investigación en Gestión y Organizaciones)2024-01-15T22:05:40Z2024-01-15T22:05:40Z2023https://repositorio.unal.edu.co/handle/unal/85312Universidad Nacional de ColombiaRepositorio Institucional Universidad Nacional de Colombiahttps://repositorio.unal.edu.co/ilustraciones, diagramasEl comercio electrónico ha crecido a nivel mundial, convirtiéndose en un canal por excelencia de compra y venta de artículos de conveniencia y de comparación. Sólo en el 2022 las ventas del comercio electrónico superaron los 1.09 billones de dólares (Koetsier, 2023). Esto ha representado un gran reto para las compañías a las que hoy en día se les dificulta mantener la lealtad de sus clientes, ya que estos pueden acceder con mucha facilidad a la información sobre las características y precios de productos iguales o similares en diferentes tiendas; por lo que requieren crear estrategias para fomentar la lealtad. De acuerdo con la literatura, la calidad del servicio percibido es un fenómeno complejo que ha evolucionado en los recientes años. De igual forma, recientes estudios han revelado su capacidad para favorecer la lealtad del cliente en servicios electrónicos. En consecuencia, este estudio analizó la equivalencia de un modelo jerárquico de la calidad percibida del servicio en el e-commerce y su efecto sobre la lealtad actitudinal del cliente. Este estudio se efectuó en Bogotá, Colombia a través de una encuesta aplicada a 417 personas residentes en la ciudad y que habían realizado una compra de un producto de conveniencia y/o comparación a través de internet al menos una vez. Los resultados validan la utilidad del modelo jerárquico de calidad del servicio, a la vez que confirman la existencia de relación positiva entre la calidad del servicio y la lealtad del cliente en el comercio electrónico en el país. (Texto tomado de la fuente).E-commerce has grown globally, becoming an essential channel for buying and selling convenience and comparison items. Only in 2022, e-commerce sales exceeded $1.09 trillion (Koetsier, 2023). It has represented a great challenge for companies, which today find it difficult to maintain customer loyalty, as customers can easily access information about the features and prices of the same or similar products in different stores. So, storeowners need to create strategies to promote loyalty. According to the literature, perceived service quality is a complex phenomenon that has evolved in recent years. Likewise, recent studies have revealed its ability to enhance customer loyalty in e-services. Consequently, this study analyzed the equivalence of a hierarchical model of perceived service quality in e-commerce and its effect on attitudinal customer loyalty. This study was conducted in Bogota, Colombia through a survey applied to 417 participants residing in the city and who had made at least one purchase of a convenience and/or comparison product through the Internet. The results validate the usefulness of the hierarchical model of service quality, while confirming the existence of a positive relationship between service quality and customer loyalty in e-commerce in the country.MaestríaMagíster en AdministraciónMercadeo132 páginasapplication/pdfspa380 - Comercio , comunicaciones, transporte::381 - Comercio interno (Comercio doméstico)Comercio electrónicoLealtadCompraCalidad del servicio percibidoE-commerceLoyaltyPurchaseService qualityEstudio de mercadoComercio electrónicoConsumidorMarket researchElectronic commerceConsumersAnálisis de la relación entre la calidad del servicio percibido y la lealtad del cliente en la modalidad B2C del e-commerce en Bogotá, ColombiaAnalysis of the relationship between perceived service quality and customer loyalty in B2C e-commerce in Bogota, ColombiaTrabajo de grado - Maestríainfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/acceptedVersionTexthttp://purl.org/redcol/resource_type/TMBogotá - Ciencias Económicas - Maestría en AdministraciónFacultad de Ciencias EconómicasBogotá, ColombiaUniversidad Nacional de Colombia - Sede BogotáBogotáColombiaCundinamarcahttp://vocab.getty.edu/page/tgn/1000838Aichele, C., & Schönberger, M. 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Electron Commer Res 19, 477–499 (2019). https://doi.org/10.1007/s10660-018-9301-3.AdministradoresBibliotecariosConsejerosEstudiantesGrupos comunitariosInvestigadoresMaestrosMedios de comunicaciónPadres y familiasPersonal de apoyo escolarProveedores de ayuda financiera para estudiantesPúblico generalReceptores de fondos federales y solicitantesResponsables políticosLICENSElicense.txtlicense.txttext/plain; charset=utf-85879https://repositorio.unal.edu.co/bitstream/unal/85312/3/license.txteb34b1cf90b7e1103fc9dfd26be24b4aMD53ORIGINAL1090498996.2023.pdf1090498996.2023.pdfTesis de Maestría en Administraciónapplication/pdf2696415https://repositorio.unal.edu.co/bitstream/unal/85312/4/1090498996.2023.pdf2bce19fc3d51c9f3f498f0272fab8a19MD54THUMBNAIL1090498996.2023.pdf.jpg1090498996.2023.pdf.jpgGenerated Thumbnailimage/jpeg4243https://repositorio.unal.edu.co/bitstream/unal/85312/5/1090498996.2023.pdf.jpga2c8466379a93c59282cbde3ef8927edMD55unal/85312oai:repositorio.unal.edu.co:unal/853122024-08-20 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