La relación entre la calidad del servicio logístico y la satisfacción y fidelización de los clientes en el entorno omnicanal
Palabras clave:
Logistics services. Satisfaction. LoyaltyResumen
El objetivo general es examinar la relación de los componentes de los servicios logísticos como predictores de satisfacción y fidelización, con el tipo de canal como moderador en función de la percepción de los clientes en el entorno omnicanal. El estudio se basa en el modelo de Murfield con exposición y análisis de los constructos de disponibilidad, puntualidad, condiciones físicas, satisfacción y lealtad del cliente. Se envió un cuestionario online a una muestra no probabilística por conveniencia, cuyos resultados fueron tratados y analizados mediante la técnica SEM. Los resultados apoyaron las hipótesis que predecían que existiría una relación entre los servicios logísticos y la satisfacción del cliente en los modelos probados. El estudio demostró que la satisfacción es un predictor de lealtad y que el tipo de canal elegido no altera ni el significado ni la fuerza de las relaciones. Los gerentes deben invertir en servicios logísticos porque impactan en la satisfacción del cliente. Este artículo presenta un modelo teórico que contribuye a la discusión de la relevancia de los servicios logísticos para la satisfacción y fidelización de los clientes.
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Derechos de autor 2025 Deusimar, José Sarto freire castelo, Macario
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
Declaro que o presente artigo é original, não tendo sido submetido à publicação, quer em sua totalidade quer em parte, em qualquer outro periódico nacional ou internacional. Declaro, ainda, que, uma vez publicado no International Journal of Business & Marketing (IJBMKT), o mesmo jamais será submetido por mim ou por qualquer um dos demais coautores a qualquer outro periódico. Através deste instrumento, em meu nome e em nome dos demais coautores, porventura existentes, cedo os direitos autorais do referido artigo ao International Journal of Business & Marketing (IJBMKT) e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorais (nº 9609, de 19/02/98).
