Las condiciones explicativas de la lealtad del cliente en las relaciones comerciales B2B

  1. Juan Carlos Granados-Payán 1
  2. José Antonio Pedraza-Rodríguez 1
  3. Leonor M. Pérez 1
  4. Martina G. Gallarza 2
  1. 1 Universidad de Córdoba, España
  2. 2 Universitat de Valencia, España
Aldizkaria:
Innovar: revista de ciencias administrativas y sociales

ISSN: 0121-5051

Argitalpen urtea: 2022

Alea: 32

Zenbakia: 85

Orrialdeak: 49-66

Mota: Artikulua

DOI: 10.15446/INNOVAR.V32N85.101126 DIALNET GOOGLE SCHOLAR lock_openSarbide irekia editor

Beste argitalpen batzuk: Innovar: revista de ciencias administrativas y sociales

Laburpena

El estudio del binomio rentabilidad-lealtad del cliente suscita el interés de académicos y empresarios por la influencia que tiene sobre el valor del cliente, la sostenibilidad y el crecimiento de la empresa. Este artículo explora el concepto de valor y la cadena de efectos del valor percibido, la satisfacción y otros vínculos intermedios como la confianza y el compromiso que conducen a la lealtad del cliente. Se utiliza el análisis cualitativo comparado (qca, por sus siglas en inglés) para estudiar esta cadena de efectos difíciles de observar debido a la ausencia de fuentes estandarizadas. El artículo realiza contribuciones de carácter metodológico para incrementar el grado de lealtad en los clientes. El análisis muestra los condicionantes que influyen en las relaciones comerciales B2B conducentes a la obtención de clientes leales. Las conclusiones resaltan las posibilidades de combinaciones “ganadoras” en la cadena de efectos para que las empresas evalúen su utilidad en la interacción con sus clientes cuando aplica estrategias para incrementar su lealtad en el proceso de compra. La aproximación cualitativa más útil evidencia la importancia de la satisfacción del cliente, enlazada con la confianza y el compromiso para captar y mantener a los clientes leales.

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