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

  1. Medina Molina, Cayetano
  2. Rufín Moreno, Ramón
  3. Rey Moreno, Manuel
Zeitschrift:
Investigaciones europeas de dirección y economía de la empresa

ISSN: 1135-2523

Datum der Publikation: 2011

Ausgabe: 17

Nummer: 1

Seiten: 57-73

Art: Artikel

DOI: 10.1016/S1135-2523(12)60044-6 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Andere Publikationen in: Investigaciones europeas de dirección y economía de la empresa

Ziele für nachhaltige Entwicklung

Zusammenfassung

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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