Lealtad y valor percibido en los servicios de telecomunicaciones móviles en Colombia

dc.contributorRojas Berrio, Sandra Patricia
dc.contributorManagement and Marketing (mym)
dc.creatorValencia Cifuentes, Ckayrom Alfonso
dc.date.accessioned2021-09-08T03:35:12Z
dc.date.available2021-09-08T03:35:12Z
dc.date.created2021-09-08T03:35:12Z
dc.date.issued2021-09-05
dc.identifierhttps://repositorio.unal.edu.co/handle/unal/80124
dc.identifierUniversidad Nacional de Colombia
dc.identifierRepositorio Institucional Universidad Nacional de Colombia
dc.identifierhttps://repositorio.unal.edu.co/
dc.description.abstractThe mobile telecommunications market is highly competitive in countries such as Colombia (Sidak, 2016). For this reason, regulators reduce the switching barriers which helped clients to keep their services with a fixed provider for a longer time (Gerpott et al., 2001). This is why it’s important for operators to look for strategies to generate customer loyalty and thus improve their financial performance (S. Gupta et al., 2006). Aspects such as perceived value are positively related to customer loyalty, and must be taken into account within the marketing strategy to influence it (C.-F. Chen et al., 2012). Based on this information and the results of the systematic literature search, we propose to find the relationship between loyalty and the perceived value of mobile telecommunications customers in Colombia. To achieve this goal, its proposed as hypothesis the relationship between the value dimensions set out in the scale designed by Sweeney et al. (2001), which measures perceived value based on four dimensions (functional associated with price, functional associated with quality and performance, emotional and social), and loyalty. A methodological design is carried out in which, through 406 surveys to mobile telecommunications costumers in Colombia, the relationship between the constructs is verified using the partial least squares method. Finally, it is found that there is a direct positive relationship between loyalty and perceived value in the four dimensions proposed in the scale.
dc.description.abstractEl mercado de telecomunicaciones móviles se caracteriza por ser altamente competitivo en países como Colombia (Sidak, 2016). Dado esto, los reguladores disminuido las barreras de cambio las cuales ayudaban a que los clientes mantuvieran sus servicios con un proveedor fijo durante un mayor tiempo (Gerpott, Rams, y Schindler, 2001). Es por esto que se hace relevante que los operadores busquen estrategias que permitan generar lealtad por parte de sus clientes y de esta manera mejorar su rendimiento financiero (S. Gupta y Zeithaml, 2006). Aspectos cómo el valor percibido se relacionan positivamente con la lealtad de los clientes, y deben tenidos en cuenta dentro de la estrategia de mercado para influenciarla (C.-F. Chen y Cheng, 2012). A partir de esta información y de los resultados de la búsqueda sistemática de literatura se propone hallar la relación entre la lealtad y el valor percibido de los clientes de telecomunicaciones móviles en Colombia. Para cumplir con el objetivo, se plantea como hipótesis la relación entre dimensiones de valor expuestas en la escala diseñada por Sweeney y Soutar (2001), en donde se mide el valor percibido a partir de cuatro dimensiones (funcional asociada al precio, funcional asociado a la calidad y desempeño, emocional y social), y la lealtad. Se realiza un diseño metodológico en el cual, mediante 406 encuestas a clientes de servicios de telecomunicaciones móviles en Colombia, se verifica la relación entre los constructos utilizando el método de mínimos cuadrados parciales. Finalmente se encuentra que existe una relación directa positiva entre la lealtad y el valor percibido en las cuatro dimensiones propuestas en la escala. (Texto tomado de la fuente).
dc.languagespa
dc.publisherUniversidad Nacional de Colombia
dc.publisherBogotá - Ciencias Económicas - Maestría en Administración
dc.publisherEscuela de Administración y Contaduría Pública
dc.publisherFacultad de Ciencias Económicas
dc.publisherBogotá, Colombia
dc.publisherUniversidad Nacional de Colombia - Sede Bogotá
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dc.rightsReconocimiento 4.0 Internacional
dc.rightshttp://creativecommons.org/licenses/by/4.0/
dc.rightsinfo:eu-repo/semantics/openAccess
dc.titleLealtad y valor percibido en los servicios de telecomunicaciones móviles en Colombia
dc.typeTrabajo de grado - Maestría


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