Uso de variables mediadoras y moderadoras en la explicación de la lealtad del consumidor en ambientes de servicios

Juan Carlos Bustamante

doi:10.1016/j.estger.2015.05.002

Autores/as

Juan Carlos Bustamante Coordinador del área de Marketing, Departamento de Ciencias Administrativas y Contables, Universidad de Los Andes-Táchira, Venezuela

DOI:

https://doi.org/10.1016/j.estger.2015.05.002

Palabras clave:

Variables mediadoras, Moderadoras, Lealtad del consumidor

Resumen

El presente artículo tiene por objeto desarrollar un modelo que permita explicar la lealtad del consumidor en un ámbito de servicios al incorporar al análisis variables mediadoras y moderadoras del comportamiento del consumidor. Para contrastar el modelo se realizó un estudio a consumidores de telefonía móvil y televisión por suscripción en Venezuela, a partir de lo cual se realizó una estimación mediante modelos de estructura de covarianza. La investigación produjo un modelo que demuestra la importancia del uso de variables mediadoras (valor percibido y confianza) en la predicción de la lealtad del consumidor en ambientes de servicio. El efecto moderador que produce la aversión a la pérdida quedó reflejado principalmente en el valor percibido y la confianza del consumidor, afectando así a las variables resultado, satisfacción y lealtad

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