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

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dc.contributor.advisorRojas Contreras, Camilo Andrés
dc.contributor.advisorDuque Oliva, Edison Jairspa
dc.contributor.authorLeal Hernández, Deisy Paolaspa
dc.contributor.researchgroupGriego (Grupo Investigación en Gestión y Organizaciones)spa
dc.coverage.cityBogotáspa
dc.coverage.countryColombiaspa
dc.coverage.regionCundinamarcaspa
dc.coverage.tgnhttp://vocab.getty.edu/page/tgn/1000838
dc.date.accessioned2024-01-15T22:05:40Z
dc.date.available2024-01-15T22:05:40Z
dc.date.issued2023
dc.descriptionilustraciones, diagramasspa
dc.description.abstractEl 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).spa
dc.description.abstractE-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.eng
dc.description.degreelevelMaestríaspa
dc.description.degreenameMagíster en Administraciónspa
dc.description.researchareaMercadeospa
dc.format.extent132 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/85312
dc.language.isospaspa
dc.publisher.branchUniversidad Nacional de Colombia - Sede Bogotáspa
dc.publisher.facultyFacultad de Ciencias Económicasspa
dc.publisher.placeBogotá, Colombiaspa
dc.publisher.programBogotá - Ciencias Económicas - Maestría en Administraciónspa
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccessspa
dc.rights.licenseReconocimiento 4.0 Internacionalspa
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/spa
dc.subject.ddc380 - Comercio , comunicaciones, transporte::381 - Comercio interno (Comercio doméstico)spa
dc.subject.proposalComercio electrónicospa
dc.subject.proposalLealtadspa
dc.subject.proposalCompraspa
dc.subject.proposalCalidad del servicio percibidospa
dc.subject.proposalE-commerceeng
dc.subject.proposalLoyaltyeng
dc.subject.proposalPurchaseeng
dc.subject.proposalService qualityeng
dc.subject.unescoEstudio de mercadospa
dc.subject.unescoMarket researcheng
dc.subject.unescoComercio electrónicospa
dc.subject.unescoElectronic commerceeng
dc.subject.unescoConsumidorspa
dc.subject.unescoConsumerseng
dc.titleAnálisis de la relación entre la calidad del servicio percibido y la lealtad del cliente en la modalidad B2C del e-commerce en Bogotá, Colombiaspa
dc.title.translatedAnalysis of the relationship between perceived service quality and customer loyalty in B2C e-commerce in Bogota, Colombiaeng
dc.typeTrabajo de grado - Maestríaspa
dc.type.coarhttp://purl.org/coar/resource_type/c_bdccspa
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aaspa
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dc.type.driverinfo:eu-repo/semantics/masterThesisspa
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dc.type.versioninfo:eu-repo/semantics/acceptedVersionspa
dcterms.audience.professionaldevelopmentAdministradoresspa
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dcterms.audience.professionaldevelopmentConsejerosspa
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dcterms.audience.professionaldevelopmentInvestigadoresspa
dcterms.audience.professionaldevelopmentMaestrosspa
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dcterms.audience.professionaldevelopmentPadres y familiasspa
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dcterms.audience.professionaldevelopmentResponsables políticosspa
oaire.accessrightshttp://purl.org/coar/access_right/c_abf2spa

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