Barreras de cambio y confianza: impacto dsobre las recomendaciones boca-oído en el entorno on line

  1. Suárez Álvarez, Leticia
  2. Río Lanza, Ana Belén del
  3. Vázquez Casielles, Rodolfo
  4. Díaz Martín, Ana María
Liburua:
Administrando en entornos inciertos = managing in uncertain environment
  1. Cossío Silva, F. J. (coord.)

Argitaletxea: Escuela Superior de Gestión Comercial y Marketing, ESIC

ISBN: 978-84-7356-609-4

Argitalpen urtea: 2009

Biltzarra: Asociación Europea de Dirección y Economía de Empresa. Congreso Nacional (23. 2009. Sevilla)

Mota: Biltzar ekarpena

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Laburpena

In the services sector positive word-of-mouth is regarded as one of the most important consumer behavior for firms Thus, one of the most important questions within services marketing is the analysis of the factors influencing this variable, with a view to strengthening it.The current article attempts to extend previous research by testing the effects of customer trust and two types of switching barriers � negative and positive � on the most relevant manifestation of attitudinal loyalty (positive recommendations) in an online environment: virtual travel agencies. To this end, a total of 480 online customers were surveyed. The hypotheses were tested using structural linear equations through EQS version 6.1a for Windows. The distinction between negative and positive switching barriers is important to draw theoretical and managerial implications.

Datuen iturria: Dialnet