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El efecto del posicionamiento en la lealtad del cliente: Un análisis empírico para el caso de Iberdrola

Author

Listed:
  • Hartmann, Patrick
  • Apaolaza Ibáñez, Vanesa
  • Forcada Sainz, Francisco Javier

Abstract

[ES] En el presente trabajo se analiza la relación causal entre los conceptos de fidelidad del cliente y posicionamiento. Concretamente, se estudia el efecto diferenciado del posicionamiento percibido de una empresa en la lealtad de sus clientes, comprobando empíricamente dicha relación para el caso de Iberdrola.

Suggested Citation

  • Hartmann, Patrick & Apaolaza Ibáñez, Vanesa & Forcada Sainz, Francisco Javier, 2002. "El efecto del posicionamiento en la lealtad del cliente: Un análisis empírico para el caso de Iberdrola," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:7048
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    Cited by:

    1. Luisa Fernanda Tribiño (Editor) & María Luisa Galán (Editor) & Nancy Rueda (Editor) & Manuel Leguizamón (Editor), 2016. "Debates contemporáneos sobre el turismo tomo III. Desafíos actuales en la gestión e innovación del turismo: perspectivas y apuestas para su manejo," Books, Universidad Externado de Colombia, Facultad de Administración de Empresas Turísticas y Hoteleras, number 23, August.

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