Lealtad y valor percibido en los servicios de telecomunicaciones móviles en Colombia

Ilustraciones

Autores:: Valencia Cifuentes, Ckayrom Alfonso

Tipo de recurso:

Fecha de publicación:: 2021

Institución:: Universidad Nacional de Colombia

Repositorio:: Universidad Nacional de Colombia

Idioma:: spa

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repository_id_str
dc.title.spa.fl_str_mv	Lealtad y valor percibido en los servicios de telecomunicaciones móviles en Colombia
dc.title.translated.eng.fl_str_mv	Loyalty and perceived value in mobile telecommunications services in Colombia
title	Lealtad y valor percibido en los servicios de telecomunicaciones móviles en Colombia
spellingShingle	Lealtad y valor percibido en los servicios de telecomunicaciones móviles en Colombia 650 - Gerencia y servicios auxiliares Consumer loyalty Lealtad del consumidor Consumers' preferences Preferencias de los consumidores Industria de las telecomunicaciones Telecommunications industry Lealtad Valor percibido Valor funcional Valor emocional Valor social Telecomunicaciones móviles Loyalty Perceived value Functional value Emotional value Social value Mobile telecommunications
title_short	Lealtad y valor percibido en los servicios de telecomunicaciones móviles en Colombia
title_full	Lealtad y valor percibido en los servicios de telecomunicaciones móviles en Colombia
title_fullStr	Lealtad y valor percibido en los servicios de telecomunicaciones móviles en Colombia
title_full_unstemmed	Lealtad y valor percibido en los servicios de telecomunicaciones móviles en Colombia
title_sort	Lealtad y valor percibido en los servicios de telecomunicaciones móviles en Colombia
dc.creator.fl_str_mv	Valencia Cifuentes, Ckayrom Alfonso
dc.contributor.advisor.none.fl_str_mv	Rojas Berrio, Sandra Patricia
dc.contributor.author.none.fl_str_mv	Valencia Cifuentes, Ckayrom Alfonso
dc.contributor.researchgroup.spa.fl_str_mv	Management and Marketing (mym)
dc.subject.ddc.spa.fl_str_mv	650 - Gerencia y servicios auxiliares
topic	650 - Gerencia y servicios auxiliares Consumer loyalty Lealtad del consumidor Consumers' preferences Preferencias de los consumidores Industria de las telecomunicaciones Telecommunications industry Lealtad Valor percibido Valor funcional Valor emocional Valor social Telecomunicaciones móviles Loyalty Perceived value Functional value Emotional value Social value Mobile telecommunications
dc.subject.lemb.none.fl_str_mv	Consumer loyalty Lealtad del consumidor Consumers' preferences Preferencias de los consumidores Industria de las telecomunicaciones Telecommunications industry
dc.subject.proposal.spa.fl_str_mv	Lealtad Valor percibido Valor funcional Valor emocional Valor social Telecomunicaciones móviles
dc.subject.proposal.eng.fl_str_mv	Loyalty Perceived value Functional value Emotional value Social value Mobile telecommunications
description	Ilustraciones
publishDate	2021
dc.date.accessioned.none.fl_str_mv	2021-09-08T03:35:12Z
dc.date.available.none.fl_str_mv	2021-09-08T03:35:12Z
dc.date.issued.none.fl_str_mv	2021-09-05
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/80124
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/80124 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 Berrio, Sandra Patricia17b0d8811f3fc0f1d22107f99965fb7f600Valencia Cifuentes, Ckayrom Alfonsobd22d01f947e9fe2e36e8405692c5bacManagement and Marketing (mym)2021-09-08T03:35:12Z2021-09-08T03:35:12Z2021-09-05https://repositorio.unal.edu.co/handle/unal/80124Universidad Nacional de ColombiaRepositorio Institucional Universidad Nacional de Colombiahttps://repositorio.unal.edu.co/IlustracionesThe mobile telecommunications market is highly competitive in countries such as Colombia (Sidak, 2016). For this reason, regulators reduce the switching barriers which helped clients to keep their services with a fixed provider for a longer time (Gerpott et al., 2001). This is why it’s important for operators to look for strategies to generate customer loyalty and thus improve their financial performance (S. Gupta et al., 2006). Aspects such as perceived value are positively related to customer loyalty, and must be taken into account within the marketing strategy to influence it (C.-F. Chen et al., 2012). Based on this information and the results of the systematic literature search, we propose to find the relationship between loyalty and the perceived value of mobile telecommunications customers in Colombia. To achieve this goal, its proposed as hypothesis the relationship between the value dimensions set out in the scale designed by Sweeney et al. (2001), which measures perceived value based on four dimensions (functional associated with price, functional associated with quality and performance, emotional and social), and loyalty. A methodological design is carried out in which, through 406 surveys to mobile telecommunications costumers in Colombia, the relationship between the constructs is verified using the partial least squares method. Finally, it is found that there is a direct positive relationship between loyalty and perceived value in the four dimensions proposed in the scale.El mercado de telecomunicaciones móviles se caracteriza por ser altamente competitivo en países como Colombia (Sidak, 2016). Dado esto, los reguladores disminuido las barreras de cambio las cuales ayudaban a que los clientes mantuvieran sus servicios con un proveedor fijo durante un mayor tiempo (Gerpott, Rams, y Schindler, 2001). Es por esto que se hace relevante que los operadores busquen estrategias que permitan generar lealtad por parte de sus clientes y de esta manera mejorar su rendimiento financiero (S. Gupta y Zeithaml, 2006). Aspectos cómo el valor percibido se relacionan positivamente con la lealtad de los clientes, y deben tenidos en cuenta dentro de la estrategia de mercado para influenciarla (C.-F. Chen y Cheng, 2012). A partir de esta información y de los resultados de la búsqueda sistemática de literatura se propone hallar la relación entre la lealtad y el valor percibido de los clientes de telecomunicaciones móviles en Colombia. Para cumplir con el objetivo, se plantea como hipótesis la relación entre dimensiones de valor expuestas en la escala diseñada por Sweeney y Soutar (2001), en donde se mide el valor percibido a partir de cuatro dimensiones (funcional asociada al precio, funcional asociado a la calidad y desempeño, emocional y social), y la lealtad. Se realiza un diseño metodológico en el cual, mediante 406 encuestas a clientes de servicios de telecomunicaciones móviles en Colombia, se verifica la relación entre los constructos utilizando el método de mínimos cuadrados parciales. Finalmente se encuentra que existe una relación directa positiva entre la lealtad y el valor percibido en las cuatro dimensiones propuestas en la escala. (Texto tomado de la fuente).MaestríaMagíster en AdministraciónMarketing70 páginasapplication/pdfspaUniversidad Nacional de ColombiaBogotá - Ciencias Económicas - Maestría en AdministraciónEscuela de Administración y Contaduría PúblicaFacultad de Ciencias EconómicasBogotá, ColombiaUniversidad Nacional de Colombia - Sede Bogotá650 - Gerencia y servicios auxiliaresConsumer loyaltyLealtad del consumidorConsumers' preferencesPreferencias de los consumidoresIndustria de las telecomunicacionesTelecommunications industryLealtadValor percibidoValor funcionalValor emocionalValor socialTelecomunicaciones móvilesLoyaltyPerceived valueFunctional valueEmotional valueSocial valueMobile telecommunicationsLealtad y valor percibido en los servicios de telecomunicaciones móviles en ColombiaLoyalty and perceived value in mobile telecommunications services in ColombiaTrabajo de grado - Maestríainfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/acceptedVersionTexthttp://purl.org/redcol/resource_type/TMColombiaAkroush, M. 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International Journal of Mobile Communications, 12(6). https://doi.org/10.1504/IJMC.2014.064901Público generalLICENSElicense.txtlicense.txttext/plain; charset=utf-83964https://repositorio.unal.edu.co/bitstream/unal/80124/1/license.txtcccfe52f796b7c63423298c2d3365fc6MD51ORIGINAL1032451268.2021.pdf1032451268.2021.pdfTesis de Maestría en Administraciónapplication/pdf1152812https://repositorio.unal.edu.co/bitstream/unal/80124/2/1032451268.2021.pdf3eade6de3e42099697668166d9e49525MD52THUMBNAIL1032451268.2021.pdf.jpg1032451268.2021.pdf.jpgGenerated Thumbnailimage/jpeg4672https://repositorio.unal.edu.co/bitstream/unal/80124/3/1032451268.2021.pdf.jpga8ffd9125ed08a17937c0489f1990ac5MD53unal/80124oai:repositorio.unal.edu.co:unal/801242023-07-27 23:03:43.937Repositorio Institucional Universidad Nacional de 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