La experiencia de la calidad de servicio online como antecedente de la satisfacción online: estudio empírico en los sitios web de viajes

José Ramón Sarmiento Guede

Resumen

El propósito del presente trabajo de investigación fue conocer la relación entre las principales dimensiones que forman la calidad de servicio online (experiencia de compra, diseño, seguridad, información y comunicación) con la satisfacción de los usuarios de los sitios web de viajes. Se utilizaron técnicas cualitativas y cuantitativas para analizar dicha relación. Los resultados de análisis mostraron que si existe una relación entre dichas dimensiones analizadas y la satisfacción de los usuarios, siendo la experiencia de compra la más determinante y la comunicación la que menos. Por lo tanto, los sitios web de viajes deben mejorar la interactividad con los usuarios mediante la utilización de los Medios Sociales y así poder mejorar la percepción de la calidad del sitio web de viajes.

 


Palabras clave

Calidad de Servicio, Satisfacción, Experiencia Online, Medios Sociales, Marketing de Relaciones

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Referencias


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DOI: https://doi.org/10.14198/INTURI2017.13.02



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