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

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
Abstract 370 | PDF (English) Downloads 278

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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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