ESIC Digital Economy and Innovation Journal

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Valor, satisfacción y fidelidad en el sector minorista

Un enfoque teórico de la fidelización

Resumen

Aunque la lealtad del consumidor ha sido ampliamente investigada, pocos estudios abordan los roles del valor y la satisfacción del cliente. Siendo necesario un marco teórico sólido para explicar y promover las relaciones entre empresas y clientes. Este estudio pretende contribuir a comprender el origen y el efecto del concepto de lealtad en las relaciones comerciales del sector minorista o retail. Para ello, se revisan y discuten los factores desencadenantes del comportamiento de fidelización en la sociedad. Se dedica un apartado a explicar los elementos que producen el comportamiento de fidelización en el comprador y su secuencia lógica. Además, abordamos los conceptos de valor y satisfacción del consumidor y su asociación con el comportamiento post-compra del cliente. Este análisis permite tener una visión más completa del comportamiento del cliente y ejecutar acciones informadas dentro del mercado minorista. Además, abre la puerta a futuras investigaciones relacionadas con el comportamiento del comprador en diferentes entornos, como el digital.

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