La propensión a innovar del consumidor como variable moderadora del efecto de la satisfacción sobre la lealtad en el comercio electrónico. Aplicación a la banca online.

  1. Joaquín Aldás-Manzano 1
  2. Carla Ruiz-Mafé 2
  1. 1 Universitat de València-Ivie
  2. 2 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Livre:
Estrategias competitivas en canales de distribución comercial tradicional "versus" on-line
  1. Vázquez Casielles, Rodolfo (coord.)
  2. Juan A. Trespalacios Gutiérrez (coord.)
  3. Eduardo Estrada Alonso (coord.)
  4. Celina González Mieres (coord.)

Éditorial: Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo

ISBN: 978-84-8367-357-7

Année de publication: 2011

Pages: 213-242

Type: Chapitre d'ouvrage

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Résumé

In a context of intensive competition like e-commerce where alternative offers are just one-click away, establishing the determinants of loyalty becomes a very important task. If firms in the evaluated industry (banking) have trusted to decrease costs significantly by means of the electronic channel, this task is even more relevant. Our results demonstrate that domain specific innovativeness is a key segmentation variable as the more innovative consumers tend to exhibit a lesser degree of loyalty for the same levels of satisfaction.

La source de données: Dialnet