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Papel mediador de la personalidad de la tienda en la relación entre la autocongruencia y las manifestaciones de lealtad

Author

Listed:
  • María De Los Ángeles Crespo López
  • Carmen García García

Abstract

Este trabajo estudia el efecto mediador de la personalidad de la tienda en la relación entre la autocongruencia de los consumidores y sus manifestaciones de lealtad. 457 consumidores de la tienda Fnac completaron tres cuestionarios de autoinforme para evaluar personalidad de la tienda, autocongruencia y lealtad hacia esta. Los resultados indican que las dimensiones Tienda Excitante, Próxima y Competente median positiva y significativamente la relación entre autocongruencia y manifestaciones de lealtad para Fnac según los datos recogidos. Estos resultados podrían permitir desarrollar interesantes estrategias comerciales para mantener o aumentar las conductas de lealtad de los consumidores hacia las tiendas físicas.

Suggested Citation

  • María De Los Ángeles Crespo López & Carmen García García, 2024. "Papel mediador de la personalidad de la tienda en la relación entre la autocongruencia y las manifestaciones de lealtad," DOCFRADIS Working Papers 2401, Catedra Fundación Ramón Areces de Distribución Comercial, revised Dec 2023.
    • Handle: RePEc:ovr:docfra:2401
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    More about this item

    Keywords

    Personalidad de tienda; Lealtad hacia las tiendas; PROCESS; Mediación múltiple en paralelo;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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