Factores que influyen en la lealtad del cliente en el comercio electrónico del turismo
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Keywords
Calidad, eficiencia, e-lealtad, marketing, MICMAC, Tecnologías de la Información y Comunicación (TIC)
Resumen
Objetivo: esta investigación tuvo como finalidad determinar los factores influyentes en la lealtad del consumidor en el mercado del turismo electrónico, relacionados con la intención o la tendencia a visitar y recomprar un paquete de viaje. Método: para lo anterior, se desarrolló un estudio descriptivo con diseño cualitativo retrospectivo, cuya población estuvo constituida por los clientes de cinco agencias turísticas. Como técnica de recolección de información se utilizó la revisión documental y para el análisis de los datos, la técnica MICMAC. Resultados y discusiones: los resultados arrojados por la técnica MICMAC sugieren que la e-lealtad está dada por la calidad percibida, la honestidad, la organización, la variedad de sitios ofrecidos y la eficiencia de la agencia para cumplir con los servicios ofrecidos. Esto demuestra la importancia de generar estrategias que involucren los factores encontrados como claves; sin embargo, el factor transporte que también debería situarse entre los claves y determinantes, se ubicó en la zona autónoma. Conclusiones: finalmente, la fidelidad del cliente representa un elemento clave en el mercado electrónico, por lo cual el marketing debe invertir esfuerzo suplementario en detallar su formación y resultado. La variedad de instrumentos de fidelización es extensa, y es la razón por la cual se debe analizar el entorno en el que se desenvuelve el negocio, para poder generar estrategias de fidelización que se mantengan a través del tiempo.
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García, A., Moyano, J., y Guamán, A. (2018). Satisfacción al cliente en el sector hotelero. Revista Observatorio de la Economía Latinoamericana, 52-83. https://www.eumed.net/rev/oel/2018/03/cliente-sector-hotelero.html
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Martelo-Gómez , R., Villabona-Gómez, N., & Bastidas-Gómez, M. (2020). Factores que influyen en la lealtad del cliente en el comercio electrónico del turismo. Desarrollo Gerencial, 12(2), 1–24. https://doi.org/10.17081/dege.12.2.4076
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