Aumento de la influencia de los vídeo bloggers de viaje mediante el uso de Youtube para vender viajes indirectamente a través de marketing de relaciones y la calidad del servicio en línea
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Publicado
11-01-2021
José Ramón Sarmiento Guede
Javier De Esteban Curiel
Arta Antonovica
https://orcid.org/0000-0002-0342-0348
Javier De Esteban Curiel
Arta Antonovica
Resumen
Propósito: El objetivo principal de este artículo es verificar mediante la investigación de campo aplicada, la relación entre la calidad del servicio electrónico proporcionada por los usuarios de viajes y la calidad de la relación electrónica con los usuarios, formada por la confianza, la satisfacción y el compromiso. Diseño/metodología/enfoque: para el marco teórico y la creación de la hipótesis se utilizó una revisión de la literatura que se centra en los usuarios de YouTube, el marketing relacional y la calidad del servicio en línea. Para la confirmación de la hipótesis se aplicó una técnica de encuesta cuantitativa a 1245 unidades muestrales. Resultados: Las dimensiones de información y comunicación, que son parte de la calidad del servicio, son las que más afectan el desarrollo de la calidad de la relación. Como consecuencia, los youtubers de viaje deben desarrollar una estrategia que incluya todo tipo de acciones de creación de contenido para aumentar su notoriedad sin vender ningún tipo de producto o servicio. Por tanto, la calidad de la relación debe definirse como una construcción multidimensional con un orden superior formado por la confianza, satisfacción y compromiso como las principales dimensiones que pueden ser influenciadas (antecedente) o pueden ser admitidas de otras dimensiones (consecuentes), establecidas a través de clientes y usuarios. Por lo tanto, los youtubers de viaje deben crear entre sus seguidores una actitud positiva para ellos mismos. La actitud está formada por elementos cognitivos (confianza), elementos afectivos (satisfacción) y elementos conativos (compromiso). Originalidad/valor: Este trabajo de investigación ofrece un marco teórico complementado por un estudio de campo que mide la relación de calidad en línea entre los usuarios y los youtubers de viajes e identifica cuáles son las dimensiones que forman la actitud del usuario. Estas actitudes se transformarán en conductas tales como la repetición de la compra y el desarrollo de una comunicación positiva de boca en boca.
Cómo citar
Sarmiento Guede, J. R., De Esteban Curiel, J., & Antonovica, A. (2021). Aumento de la influencia de los vídeo bloggers de viaje mediante el uso de Youtube para vender viajes indirectamente a través de marketing de relaciones y la calidad del servicio en línea. Cuadernos De Gestión, 21(1), 75–87. https://doi.org/10.5295/cdg.181019je
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Keywords
Youtubers de Viaje, Marketing Relacional, Calidad de Servicio, Información y Comunicación Online, Seguidores, Creación de Contenido
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Bansal, H. S., Irving, P. G. and Taylor, S. F., 2004. A three-component model of customer to service provider. Journal of the Academy of marketing Science, 32 (3), 234-250.
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Chaudhuri, A. and Holbrook, M. B., 2001. The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
Chen, Z. X.; Shi, Y. and Dong, D. H., 2008. An empirical study of relationship quality in service setting: a Chinese case. Marketing Intelligence & Planning, 26 (1), 11-25.
Chesbrough, H. and Spohrer, J., 2006. A research manifesto for services science. Communications of the ACM, 49 (7), 35-40.
Chung, K. H. and Shin, J. I., 2010. The antecedents and consequents of relationship quality in Internet shopping. Asia Pacific Journal of Marketing and Logistics, 22 (4), 473-491.
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Corritore, C. L., Kracher, B. and Wiedenbeck, S., 2003. On-line trust: concepts, evolving themes, a model. International Journal of Human-Computer Studies, 58, 737-758.
Cox, J. and Dale, B. G., 2002. Key quality factors in Web site design and use: an examination. The International Journal of Quality & Reliability Management, 19 (6/7), 862-888.
Cristóbal, E., Flavian, C. and Guinaliu, M., 2007. Perceived e-service quality (PeSQ): Measurement validation and effects on consumer satisfaction and web site loyalty. Managing Service Quality, 17 (3), 317-340.
Dai, H. and Salam, A. F., 2010. An integrative framework of service convenience, service consumption experience, and relational Exchange in Electronic Mediated Environment (EME). Proceedings of the International Conference on Information Systems, ICIS 2010, Saint Louis, Missouri, USA, December 12-15, 2010.
Egan, J., 2011. Relationship Marketing: Exploring Relational Strategies in Marketing. Harlow: Pearson.
Garbarino, E. and Johnson, M. S., 1999. The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70–87.
Giovanis, A., Athanasopoulou, P., and Tsoukatos, E., 2015. The role of service fairness in the service quality–relationship quality–customer loyalty chain: An empirical study. Journal of Service Theory and Practice, 25(6), 744-776.
Global logged-in youtube viewers per month 2017-2019, 2019. Retrieved from: https://www.statista.com/statistics/859829/logged-inyoutube-viewers-worldwide/ (visited in October 2019).
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Grönroos, C., 2000. Service Management and Marketing: A Customer Relationship Approach. Chichester: John Wiley.
Gundlach, G. T., Achrol, R. S. and Mentzer, J. T., 1995. The structure of commitment in exchange. Journal of Marketing, 59 (1), 78-92.
Hair, J. F., Black, W. C., Babin, B. J. and Anderson, R. E., 2010. Multivariate Data Analysis. 7th, New York: Pearson.
Harris, L. C. and Goode, M. M., 2004. The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of retailing, 80 (2), 139-158.
Herington, C. and Weaven, S., 2007. Can banks improve customer relationships with high quality online services? Managing Service Quality, 17 (4), 404-427.
Hernández Sampieri, R., Fernández- Collado, C. and Baptista Lucio, P., 2010. Metodología de la investigación. México: McGraw-Hill Education.
Hess, J. and Story, J., 2005. Trust‐based commitment: multidimensional consumer‐brand relationships. Journal of Consumer Marketing, 22 (6).
Ho, C. I. and Lee, Y. L., 2007. The development of an e-Travel service quality scale. Tourism Management, 28 (6), 1434-1449.
Ho, C. I., and Lee, P. C., 2015. Are blogs still effective to maintain customer relationships? An empirical study on the travel industry. Journal of Hospitality and Tourism Technology, 6 (1), 5-25.
Holmlund, M., 1996. A theoretical framework of perceived quality in business relationships. Research Reports, no. 36, Helsinki: Swedish School of Economics and Business Administration.
Hwang, Y. and Kim, D. J., 2007. Customer self-service systems: the effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust. Decision support systems, 43(3), 746-760.
Jeon, M. M., and Jeong, M., 2017. Customers’ perceived website service quality and its effects on e-loyalty. International Journal of Contemporary Hospitality Management, 29 (1), 438-457.
Kim, J. H., Kim, M. J. and Kandampully, J., 2009. Buying environment characteristics in the context of e-Service. European Journal of Marketing, 43 (9/10), 1188-1204.
Kim, W. G., Lee, C. and Hiemstra, S. J., 2004. Effects of an online virtual community on customer loyalty and travel product purchases. Tourism Management, 25 (3), 343-355.
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., and Leong, S. M., 2018. Marketing management: an Asian perspective. New York: Pearson.
Li, D., Browne, G. and Chau, P., 2006. An empirical investigation of web site use using a commitment-based model. Decision Sciences, 37 (3), 427-444.
Liu, C. and Arnett, K. P., 2000. Exploring the factors associated with Web site success in the context of electronic commerce. Information & management, 38(1), 23-33.
Liu, Y., Li, Y., Tao, L. and Wang, Y., 2008. Relationship stability, trust and relational risk in marketing channels: evidence from China. Industrial Marketing Management, 37, 432-446.
Loiacono, E. T., Watson, R. T. and Goodhue, D. L., 2000. WebQualTM: A Web site quality instrument. Working Paper 2000-126-0. Athens, GA: University of Georgia.
Loiacono, E. T., Watson, R. T. and Goodhue, D. L., 2002. WEBQUAL: A measure of website quality, K. Evans & L. Scheer (eds.): Marketing educators’ conference: Marketing theory and applications, 13, 432-437, Chicago, IL: American Marketing Association.
Mayer, R. C., Davis, H. and Schoorman, F. D., 1995. An integrative model of organizational trust. Academy of Management Review, 20 (3), 709-734.
Moliner, M. A., 2008. Loyalty, perceived value and relationship quality in healthcare services. Journal of Service Management, 20 (1), 76-97.
Moorman, C., Zaltman, G. and Deshpandé, R., 1992. Relationships between providers and users of market research: the dynamics of trust within and between organizations. Journal of Research in Marketing, 29 (3), 314-328.
Moreira, A. C. and Silva, P. M., 2015. The trust-commitment challenge in the service quality-loyalty relationship. International Journal of Health Care Quality Assurance, 28(3), 253-266.
Moreira, A., Silva, P. M., and Moutinho,V. M., 2017. The Effects of Brand Experiences on Quality, Satisfaction and Loyalty: An Empirical Study in the Telecommunications Multiple-play Service Market. Innovar, 27 (64), 23-38. DOI: 10.15446/innovar.v27n64.62366.
Morgan, R. M. and Hunt, S. D., 1994. The commitment-trust theory of relationship marketing. Journal of Marketing, 58 (3), 20-38.
Mukherjee, A. and Nath, P., 2007. Role of electronic trust in online retailing: a re-examination of the commitment-trust theory. European Journal of Marketing, 41 (9/10), 1173-1202.
Oliver, L. R., 1997. Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw-Hill.
O’Reilly, C. A. and Chatman, J., 1986. Organizational commitment and psychological attachment: the effects of compliance, identification and internalization on prosocial behavior. Journal of Applied Psychology, 71, 492-499.
Pan, B. and Fesenmaier, D. R., 2006. Online information search: vacation planning process. Annals of Tourism Research, 33 (3), 809-832.
Parasuraman, A., Zeithaml, V. A. and Malhotra, A., 2005. E-S-QUAL. A multiple- item scale for assessing electronic service quality. Journal of Service Research, 7 (3), 213-233.
Porter, L. W., Crampon, W. J. and Smith, F. J., 1976. Organizational commitment and managerial turnover: A longitudinal study. Organizational Behavior and Human Performance, 15 (1), 87-98.
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