IDEAS home Printed from https://ideas.repec.org/a/pab/rmcpee/v36y2023i1p16-20.html
   My bibliography  Save this article

El efecto de la satisfacción y el apego a la marca en la fidelidad del consumidor. Aplicación de la técnica PLS-SEM
[The effect of satisfaction and brand attachment on consumer loyalty. Application of the PLS-SEM technique]

Author

Listed:
  • Omar Boubker

    (niversidad Ibn Zohr, Agadir (Marruecos))

  • Abdellah Aatar

    (Universidad Ibn Zohr, Agadir (Marruecos))

Abstract

Actualmente, la mejora de la lealtad a la marca es un importante objetivo para las organizaciones. Así, una manera de conseguirlo es mejorar la satisfacción del consumidor y el apego a la marca. Por ello, el objetivo de este estudio es explorar los efectos de la satisfacción del consumidor y el apego emocional a la marca en la fidelidad a la misma. Para este propósito, adoptamos el modelado de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM). Los datos fueron reunidos por vía de un cuestionario auto dirigido virtualmente acerca de una muestra compuesta por 210 consumidores de una marca de productos lácteos. Los resultados obtenidos confirman la influencia de la satisfacción y el apego emocional sobre la fidelidad de los consumidores. Este estudio sugiere soluciones marketing facilitando la política de lealtad de los consumidores hacia la marca, sobre todo en la industria láctea.

Suggested Citation

  • Omar Boubker & Abdellah Aatar, 2023. "El efecto de la satisfacción y el apego a la marca en la fidelidad del consumidor. Aplicación de la técnica PLS-SEM [The effect of satisfaction and brand attachment on consumer loyalty. Application," Revista de Métodos Cuantitativos para la Economía y la Empresa = Journal of Quantitative Methods for Economics and Business Administration, Universidad Pablo de Olavide, Department of Quantitative Methods for Economics and Business Administration, vol. 36(1), pages 1-19, December.
    • Handle: RePEc:pab:rmcpee:v:36:y:2023:i:1:p:16-20
    DOI: https://doi.org/10.46661/revmetodoscuanteconempresa.6210
    as

    Download full text from publisher

    File URL: https://www.upo.es/revistas/index.php/RevMetCuant/article/view/6210/7438
    Download Restriction: no
    File URL: https://www.upo.es/revistas/index.php/RevMetCuant/article/view/6210/7439
    Download Restriction: no
    File URL: https://www.upo.es/revistas/index.php/RevMetCuant/article/view/6210/7440
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.46661/revmetodoscuanteconempresa.6210?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Fidelidad a la marca; preferencia; actitud; satisfacción; Brand loyalty; preference; attitude; satisfaction;
    All these keywords.

    JEL classification:

    • C5 - Mathematical and Quantitative Methods - - Econometric Modeling
    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pab:rmcpee:v:36:y:2023:i:1:p:16-20. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Publicación Digital - UPO (email available below). General contact details of provider: https://edirc.repec.org/data/dmupoes.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.