Análisis del proceso de generación de lealtad en el entorno on-line a través de la calidad del servicio y de la calidad de la relación

Abstract

There has been tremendous growth in the on-line market compared to the traditional market, and is considered as a great opportunity for companies to develop their economic activity in the on-line market to the detriment of the traditional market. Based on the above and in order to identify the level of loyalty as an essential element in the commercial success of a company, a formula is presented that aims to identify the aspects that influence the process of generating loyalty in the on-line market. Thus, using an analysis of structural equations that will enable the level of loyalty in the online market to be defined, as well as the quality of service from a company, and the level of satisfaction and consumer engagement.