Análisis del nivel de influencia de los factores determinantes en la recompra y el word of mouth positivo en el sector del transporte pesado
DOI:
https://doi.org/10.35319/5y784323Palabras clave:
Marketing, Transporte pesado, Recompra, Word of mouth, Ecuaciones estructuralesResumen
El transporte pesado, es un sector fundamental en el desarrollo de las empresas de un país, siendo esencial entender los elementos relacionados de sus servicios. Para ello, se procedió a analizar los factores que influyen en la recompra y el word of mouth positivo en el sector del transporte pesado internacional en la ciudad de Cochabamba. Por lo que, tal objetivo fue cumplido mediante el modelo propuesto por Molinari et al. (2008), a través de la aplicación de una encuesta a las empresas importadoras y exportadoras de la ciudad de Cochabamba, mismas que utilizan el servicio de transporte pesado. Una vez recabado los datos, estos fueron analizados en el programa Smart PLS para medir la relación de los constructos del modelo, mediante ecuaciones estructurales. Los resultados finales determinaron que los factores que influyen positivamente en la recompra son la satisfacción, la calidad y el valor del servicio, mientras que, el word of mouth positivo está influenciado por la satisfacción, la calidad, y la recompra del servicio.
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