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

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Publicado 18-09-2018
María José Quero Gervilla Rafael Ventura Fernández

Resumen

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. El trabajo empírico se desarrolla en el sector servicios, concretamente en el ámbito de la exhibición de artes escénicas. Con este fin se han entrevistado personalmente a 1005 consumidores de artes escénicas en la entrada y salida de los espectáculos. En él han colaborado 150 teatros públicos y privados de toda España.

Cómo citar

Quero Gervilla, M. J., & Ventura Fernández, R. (2018). 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, 11(1), 15–36. https://doi.org/10.5295/cdg.100163mq
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Keywords

Marketing relacional, satisfacción, compromiso, confianza, futuras intenciones

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