Factores organizacionales y experienciales del consumidor: Influencia comparativa en el comportamiento de respuesta a la información
DOI:
https://doi.org/10.17081/dege.15.2.6388Palabras clave:
Comportamiento del consumidor, Marketing de servicios, Resistencia a la información negativa, Responsabilidad Social Corporativa, Sector bancario, Valor de marcaResumen
Objetivo: Este artículo presenta los resultados de una investigación que vincula factores organizacionales y experienciales de los consumidores mediante un análisis de las relaciones entre la percepción de la responsabilidad social corporativa, la experiencia en el servicio, el valor de marca y la resistencia a la información negativa, en usuarios de los principales servicios bancarios en Colombia y México. Método: Los datos se recabaron entre personas mayores de edad residentes en los dos países, con la técnica de encuesta virtual, se analizaron mediante el modelo de ecuaciones estructurales para comprobar las relaciones directas entre las variables, y bajo el procedimiento de permutaciones para las relaciones de moderación. Resultados: Los hallazgos destacan que la percepción de los consumidores respecto a las iniciativas de responsabilidad que desarrollan los bancos mantiene una relación directa con el valor de marca y la resistencia a la información negativa. Conclusión: Se puede inferir que son los factores organizacionales sobre los elementos experienciales del consumidor, los que prevalecen en el momento de quedar expuestos a comentarios negativos que se realicen acerca de la entidad financiera de la que son usuarios, con resultados diferentes explicados por el efecto moderador del país de origen y el género.
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