Lealtad de marca de empresas de telefonía móvil en los estudiantes de la Universidad Católica Boliviana “San Pablo” Unidad Académica Cochabamba.
DOI:
https://doi.org/10.35319/6ef1bm93Palabras clave:
Lealtad de Marca, Compañía de Telefonía Móvil, Ecuaciones Estructurales, MarketingResumen
Para el crecimiento y consolidación de una empresa esta debe lograr la lealtad de sus clientes, por lo tanto, es imprescindible conocer las variables significativas que influyen en la lealtad de marca. Debido a eso, la presente investigación tiene como objetivo determinar la influencia de los factores claves en la lealtad de marca de empresas de telefonía móvil en los estudiantes de la Universidad Católica Boliviana “San Pablo”, unidad académica Cochabamba. Para alcanzarlo, se utiliza el modelado de ecuaciones estructurales mediante la técnica Mínimos Cuadrados Parciales con la aplicación de 253 encuestas. La evidencia empírica muestra resultados significativos en las variables latentes confianza/garantía en la empresa; gusto hacia la marca; identidad social; estatus; apoyo de pares y confianza en la marca. Además, el modelo probado demuestra fiabilidad y validez, explicando en un 71,2% la confianza en la marca y 43,9% la lealtad de marca.
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