RELATIONSHIP QUALITY IN ELECTRONIC COMMERCE (LA CALIDAD DE LA RELACIÓN DEL COMERCIO ELECTRÓNICO)
DOI:
https://doi.org/10.19094/contextus.v14i1.788Palabras clave:
Comercio electrónico. Valor percibido. Calidad de la relación. Compromiso. Confianza.Resumen
La innovación tecnológica permite diferentes estrategias para asistir a los deseos y necesidades de los clientes. En comparación con las tiendas físicas tradicionales, el comercio electrónico ofrece un acceso más fácil y un proceso de búsqueda para el comprador, que les permite encontrar la oferta más adecuada, en relación con las marcas, precio, entrega y transporte de mercancías. Este panorama aumenta el desafío para los vendedores para desarrollar un marketing de calidad de la relación con sus clientes en lugar de un enfoque de marketing transaccional, que a veces significa una sola compra. Este artigo informa la construcción de un modelo para medir la calidad de la relación entre los consumidores y vendedores de comercio electrónico, la exploración de las variables demográficas, actitud, de comportamiento y de lealtad hacia la compra electrónica, valor percibido, de compromiso, satisfacción y confianza. Una encuesta con una muestra no probabilística de una base de datos de una empresa de comercio electrónico brasileña en un periodo de 2009 a 2013. Los resultados iniciales han llevado a ampliar la investigación para incluir el valor percibido, el compromiso, la satisfacción y la confianza utilizando modelos de ecuaciones estructurales.
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