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El compromiso como variable mediadora para la predicción de las futuras intenciones de consumo en los servicios. Una aproximación empírica a los consumidores de artes escénicas en España

Author

Listed:
  • Quero Gervilla, María José
  • Ventura Fernández, Rafael

Abstract

[ES] El presente trabajo de investigación trata de arrojar luz sobre las relaciones entre las variables Satisfacción, Compromiso, Confianza y Futuras Intenciones de compra. Con este fin, se propone un Modelo de Gestión de las Relaciones con Clientes de Servicios en el que se observa que la variable más importante en la consecución de resultados positivos en lo que respecta a intenciones de asistencia futura de los consumidores es el Compromiso.

Suggested Citation

  • Quero Gervilla, María José & Ventura Fernández, Rafael, 2011. "El compromiso como variable mediadora para la predicción de las futuras intenciones de consumo en los servicios. Una aproximación empírica a los consumidores de artes escénicas en España," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
  • Handle: RePEc:ehu:cuader:7821
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    File URL: https://addi.ehu.es/handle/10810/7821
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    More about this item

    Keywords

    marketing relacional; satisfacción; compromiso; confianza; futuras intenciones; relational marketing; satisfaction; commitment; trust; future intentions;

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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