Publication: Criterios de medición en la lealtad del cliente aplicados a restaurantes de la ciudad de Quito
Authors
Salazar Duque, Diego Alfredo ; Quintero Santos, José Lazaro ; Mena Galárraga, Francisco Javier
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Publisher
Escuela Universitaria de Turismo. Universidad de Murcia
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DOI
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info:eu-repo/semantics/article
Description
Abstract
Identificar las variabl es por las cuales un cliente genera una
lealtad hacia cierta marca, producto o servicio, conlleva a los
negocios a desarrollar planes de acción que generen fuertes lazos de
lealtad ya s ea hacia la marca, el producto y/ o el ser vicio. Entre los
enfoques que se establecen para este concepto se encuentra el
comportamental y el actitudinal, medidos a través de distint os
criterios que el cliente toma como referencia al momento de tomar
una decisión.
El obj etivo es estudiar la relación que exist e entre estos dos
enfoques a partir de criterios que pueden ser aplicados en el sector
de alimentos y bebidas. Los resultados obtenidos muestran que
existe una relación significativa entre est as dos variables y los
criterios formulados.
ABSTRACT: Identif y the variables by which a client generates a loyalty to a certain brand, product or ser vice brings businesses to develop action plans that generate strong bonds of loyalt y either to the brand, product and/or service. Bet ween the approaches set for this concept is found behavioral and attitudinal, measured by various criteria the customer as a reference when make a decision. This investi gation has as obj ective study the relationship between these two approaches based on crit eria that can be applied in the food and bever age sector. The results show that there is a significant relationshi p between these two variables and for mulated criteria.
ABSTRACT: Identif y the variables by which a client generates a loyalty to a certain brand, product or ser vice brings businesses to develop action plans that generate strong bonds of loyalt y either to the brand, product and/or service. Bet ween the approaches set for this concept is found behavioral and attitudinal, measured by various criteria the customer as a reference when make a decision. This investi gation has as obj ective study the relationship between these two approaches based on crit eria that can be applied in the food and bever age sector. The results show that there is a significant relationshi p between these two variables and for mulated criteria.
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Citation
Gran Tour: Revista de Investigaciones Turísticas, nº 14 (2016)
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