Desarrollo y validación inicial de una escala para evaluar la fidelidad de los consumidores hacia las tiendas

• Carmen García García ^[1] ; Marina Fabero Fernández de Marcos ^[1]
  1. [1] Universidad Autónoma de Madrid

     Universidad Autónoma de Madrid

     Madrid, España

     
• Localización: European Research on Management and Business Economics, ISSN 2444-8834, Vol. 22, Nº. 2, 2016, págs. 94-100
• Idioma: español
• DOI: 10.1016/j.iedee.2015.10.005
• Títulos paralelos:
  • A consumer loyalty store scale: Development and initial validation
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 5 Citas
• Resumen
  • español

    Se ha desarrollado una escala para medir la fidelidad de los consumidores hacia las tiendas. Se analizó su validez de contenido mediante 2 muestras de jueces expertos y consumidores. La escala depurada se aplicó a una muestra de 221 consumidores. El análisis factorial exploratorio muestra que los ítems se estructuran en 3 dimensiones: «Manifestaciones de lealtad», «Fidelidad actitudinal» y «Propensión a ser leal». El estudio de validez referida a criterio mostró una relación significativa y positiva entre las puntuaciones en fidelidad y las dimensiones de personalidad. Concretamente, la dimensión de personalidad «Tienda excitante» es la que presenta un efecto más fuerte sobre la lealtad hacia la tienda (medida como fidelidad conductual, intenciones de volver a comprar y recomendaciones boca-oído). La dimensión de personalidad «Tienda competente» es la que presentó un mayor impacto sobre la fidelidad medida como «Fidelidad actitudinal».

  • English

    A scale has been developed to measure consumer loyalty to stores. Its content validity was analysed by two samples of expert judges and consumers. The refined scale was applied to a sample of 221 consumers. The factorial analysis showed that items are structured in 3 domains: «Manifestations of loyalty», «Attitudinal loyalty» and «Propensity to be loyal». The validity criteria showed a significant and positive relationship between scores on loyalty and personality dimensions. Specifically, the dimension of personality «Exciting store» showed a stronger effect on store loyalty (measured as behavioural loyalty, word of mouth recommendations and repurchase intentions). The dimension of personality «Competent store» presented a greater impact on loyalty, measured as «Attitudinal loyalty».

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