El efecto de la satisfacción y el apego a la marca en la fidelidad del consumidor. Aplicación de la técnica PLS-SEM
DOI:
https://doi.org/10.46661/rev.metodoscuant.econ.empresa.6210Palabras clave:
Fidelidad a la marca, preferencia, actitud, satisfacciónResumen
Actualmente, la mejora de la lealtad a la marca es un importante objetivo para las organizaciones. Así, una manera de conseguirlo es mejorar la satisfacción del consumidor y el apego a la marca. Por ello, el objetivo de este estudio es explorar los efectos de la satisfacción del consumidor y el apego emocional a la marca en la fidelidad a la misma. Para este propósito, adoptamos el modelado de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM). Los datos fueron reunidos por vía de un cuestionario auto dirigido virtualmente acerca de una muestra compuesta por 210 consumidores de una marca de productos lácteos. Los resultados obtenidos confirman la influencia de la satisfacción y el apego emocional sobre la fidelidad de los consumidores. Este estudio sugiere soluciones marketing facilitando la política de lealtad de los consumidores hacia la marca, sobre todo en la industria láctea.
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