Factors That Influence Consumer Loyalty of Services Acquired via the Internet in Mexico

Factors That Influence Consumer Loyalty of Services Acquired via the Internet in Mexico

Berenice Juárez-Lóopez (Faculty of Economics and Marketing, Autonomous University of Coahuila, Torreón, Mexico) and Grace Aileen Ruiz-Santoyo (Faculty of Economics and Marketing, Autonomous University of Coahuila, Torreón, Mexico)
Copyright: © 2019 |Pages: 14
DOI: 10.4018/JECO.2019100102

Abstract

Electronic commerce has grown in recent years, which has allowed online companies to get closer to their customers. The challenge is to satisfy buyers and maintain their loyalty. This article proposes an empirical model that contributes to formulating strategies to increase customer loyalty, based on the study of satisfaction, fulfillment, and privacy. This study presents a quantitative methodology, with a causal scope and cross section. A model of structural equations was applied to analyze data from a sample of 384 online buyers of electronic travel services in the Mexican context. The results indicate that privacy and fulfillment have positive effects on customer satisfaction; however, they do not have a significant effect on loyalty. Finally, customer loyalty is positively affected by customer satisfaction. These factors have been studied in various contexts, and the relationship between them has been positive and significant. Lastly, from these findings, specific strategies are considered for the improvement of online companies in other emerging economies.
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Literature Review

This theoretical framework is developed based on some research that has addressed the relationship between these variables: loyalty, satisfaction, fulfillment, and privacy. Initially, each dimension is introduced to subsequently expose the several definitions based on the same subject, the research background and relevant findings.

Similarly, the term electronic services are defined as those services provided through the internet; specifically, those which involve travel activities, including, but limited to, traveling, reservations, accommodations and leisure.

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