El papel moderador de la cultura en el proceso generador de satisfacción y lealtad

• Autores: Cayetano Medina Molina, Ramón Rufín Moreno, Manuel Rey Moreno
• Localización: Investigaciones europeas de dirección y economía de la empresa, ISSN 1135-2523, Vol. 17, Nº 1, 2011, págs. 57-73
• Idioma: español
• DOI: 10.1016/s1135-2523(12)60044-6
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• Dialnet Métricas: 2 Citas
• Resumen

  • El presente trabajo analiza las diferencias en el funcionamiento del modelo explicativo del desarrollo de satisfacción y lealtad por parte del turista entre dos grupos culturales distintos (individualistas con baja aversión a la incertidumbre, y colectivistas con alta aversión a la incertidumbre), así como la posible existencia de variables mediadoras y moderadoras en la relación entre satisfacción y lealtad. Específicamente, el modelo cognitivo-afectivo utilizado contempla el papel jugado por las expectativas ajustadas como mediadoras entre la satisfacción del consumidor y su lealtad.

    Los resultados obtenidos indican la existencia de diferencias relevantes en el comportamiento de los dos grupos culturales analizados

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