Evaluación de la relación de cocreación de valor, el compromiso del cliente y la recomendación boca oído electrónico en los usuarios de portales de comercio electrónico B2C

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dc.contributor.advisorDuque Oliva, Edison Jair
dc.contributor.authorDuque Hurtado, Pedro Luis
dc.contributor.cvlachttps://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001488843spa
dc.contributor.googlescholarhttps://scholar.google.es/citations?hl=es&user=tEPrd4IAAAAJ&view_op=list_works&sortby=pubdatespa
dc.contributor.orcidDuque Hurtado, Pedro Luis [0000-0003-4950-8262]spa
dc.contributor.researchgroupGriego (Grupo Investigación en Gestión y Organizaciones)spa
dc.contributor.scopushttps://www.scopus.com/authid/detail.uri?authorId=57215680551spa
dc.date.accessioned2023-07-19T18:21:52Z
dc.date.available2023-07-19T18:21:52Z
dc.date.issued2023
dc.descriptiongraficas, tablasspa
dc.description.abstractEsta tesis doctoral evalúa la relación entre la cocreación de valor, el compromiso del cliente y la recomendación boca a boca electrónica en usuarios de portales de comercio electrónico tipo Business to Customer (B2C). Para lograrlo, fue necesario investigar el origen, definiciones, enfoques, evolución, antecedentes, modelos y métricas de cada una de estas variables mediante la revisión de literatura. Posteriormente, se generó el modelo teórico y las hipótesis, y se diseñó el instrumento de medida. Se recolectaron 2700 encuestas de usuarios de plataformas de comercio electrónico en Colombia y Ecuador, lo que permitió validar el modelo mediante el análisis factorial exploratorio y confirmatorio. Utilizando la técnica de modelado de ecuaciones estructurales, se contrastaron las hipótesis planteadas. Los resultados revelan una relación positiva entre las tres variables, y que la recomendación boca a boca electrónica actúa como mediador entre el compromiso del cliente y la cocreación de valor. Finalmente, se presentan conclusiones acerca de la relevancia teórica de esta relación. (Texto tomado de la fuente)spa
dc.description.abstractThis doctoral thesis assesses the relationship between value co-creation, customer engagement, and electronic word-of-mouth in users of Business to Customer (B2C) e-commerce portals. To achieve this, it was necessary to investigate the origin, definitions, approaches, evolution, antecedents, models, and metrics of each of these variables through a literature review. Subsequently, the theoretical model and hypotheses were generated, and the measurement instrument was designed. A total of 2700 surveys were collected from users of e-commerce platforms in Colombia and Ecuador, which allowed for the validation of the model using exploratory and confirmatory factor analysis. By employing the technique of structural equation modeling, the proposed hypotheses were tested. The results reveal a positive relationship between the three variables and that electronic word-of-mouth acts as a mediator between customer engagement and value co-creation. Finally, conclusions are presented regarding the theoretical relevance of this relationship.eng
dc.description.curricularareaAdministración.Sede Manizalesspa
dc.description.degreelevelDoctoradospa
dc.description.degreenameDoctor en Administraciónspa
dc.description.researchareaMarketingspa
dc.format.extent339 páginasspa
dc.format.mimetypeapplication/pdfspa
dc.identifier.instnameUniversidad Nacional de Colombiaspa
dc.identifier.reponameRepositorio Institucional Universidad Nacional de Colombiaspa
dc.identifier.repourlhttps://repositorio.unal.edu.co/spa
dc.identifier.urihttps://repositorio.unal.edu.co/handle/unal/84235
dc.language.isospaspa
dc.publisherUniversidad Nacional de Colombiaspa
dc.publisher.branchUniversidad Nacional de Colombia - Sede Manizalesspa
dc.publisher.facultyFacultad de Administraciónspa
dc.publisher.placeManizales, Colombiaspa
dc.publisher.programManizales - Administración - Doctorado en Administraciónspa
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dc.rights.licenseAtribución-SinDerivadas 4.0 Internacionalspa
dc.rights.urihttp://creativecommons.org/licenses/by-nd/4.0/spa
dc.subject.ddc650 - Gerencia y servicios auxiliaresspa
dc.subject.proposalCocreación de valorspa
dc.subject.proposalCompromiso del clientespa
dc.subject.proposalRecomendación boca oído-electrónicaspa
dc.subject.proposalComercio electrónicospa
dc.subject.proposalEcuaciones estructuralesspa
dc.subject.proposalValue co-creationeng
dc.subject.proposalCustomer engagementeng
dc.subject.proposalElectronic word-of-moutheng
dc.subject.proposalE-commerceeng
dc.subject.proposalStructural equationseng
dc.titleEvaluación de la relación de cocreación de valor, el compromiso del cliente y la recomendación boca oído electrónico en los usuarios de portales de comercio electrónico B2Cspa
dc.title.translatedEvaluation of the relationship between value co-creation, customer engagement, and e-word of mouth recommendation in B2C e-commerce portal userseng
dc.typeTrabajo de grado - Doctoradospa
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