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Atributos de calidad del servicio de la telefonía móvil para clientes mexicanos y su impacto en la satisfacción y en la lealtad hacia la marca

Author

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  • Vera Martínez Jorge

    (Tecnológico de Monterrey)

Abstract

El objetivo de este estudio consiste en determinar los atributos relevantes de la calidad en el servicio de la telefonía móvil para clientes en México; asimismo, conocer su impacto tanto en la satisfacción como en la lealtad hacia la marca. En las hipótesis presentadas se plantea una relación directa entre atributos y satisfacción, atributos y lealtad, así como entre satisfacción y lealtad; para ello se parte de la idea de que los atributos son un antecedente de la satisfacción y que, a su vez, esta última es un antecedente de la lealtad. El estudio se divide en dos fases: en una primera fase cualitativa, con entrevistas a profundidad, se aislaron trece atributos relevantes de calidad en el servicio; en una segunda fase, de tipo cuantitativa, se contrastan empíricamente estos atributos con variables de satisfacción y de lealtad. En los resultados se encontró que sólo seis atributos de calidad en el servicio se relacionan estadísticamente tanto con satisfacción como con lealtad, con lo que se corrobora cierta relación entre satisfacción y lealtad. Finalmente, se concluye que son dos atributos los más relevantes para el logro de satisfacción y lealtad: el precio accesible por minuto y la empatía mostrada por parte del personal hacia el cliente.

Suggested Citation

  • Vera Martínez Jorge, 2013. "Atributos de calidad del servicio de la telefonía móvil para clientes mexicanos y su impacto en la satisfacción y en la lealtad hacia la marca," Contaduría y Administración, Accounting and Management, vol. 58(3), pages 39-63, julio-sep.
  • Handle: RePEc:nax:conyad:v:58:y:2013:i:3:p:39-63
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    References listed on IDEAS

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