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- Title
Uso de variables mediadoras y moderadoras en la explicación de la lealtad del consumidor en ambientes de servicios.
- Authors
Bustamante, Juan Carlos
- Abstract
This article aims to develop a model to explain consumer loyalty in a service sector through the inclusion of mediating and moderating variables in the analysis of consumer behavior. To test the model a study was carried among mobile and subscription television consumers in Venezuela. An estimation was made using covariance structure models. The research generated a model that demonstrates the importance of using mediating variables (perceived value and trust) in predicting customer loyalty in service environments. The moderating effect of loss aversion is mainly reflected in the perceived value and customer trust, thereby affecting the outcome variables, satisfaction and loyalty.
- Subjects
CUSTOMER loyalty; SERVICE industries research; CONSUMER behavior research; ANALYSIS of covariance; PERCEIVED benefit; QUALITY of service; LOSS aversion; MARKETING in service industries
- Publication
Estudios Gerenciales, 2015, Vol 31, Issue 136, p299
- ISSN
0123-5923
- Publication type
Article
- DOI
10.1016/j.estger.2015.05.002