Desarrollo y validación de escalas de familiaridad, reputación y lealtad en las relaciones a través de internet 1
Year: 2007
Type: article
Abstract: This paper deals with the development of validity and reliability scales for the measurement of three basic concepts concerning relationships established on the Internet: the user’s familiarity with the Internet server, the user’s perception of the reputation of the server and the user’s loyalty towards the same. The study also examines, from both a theoretical point of view and by use of empirical contrast, the existence of a clear causal relationship between the user's familiarity with an Internet server and the degree of loyalty towards it. Similarly, we also put forward and demonstrate the existence of a second relationship between the user’s perception of the reputation of a website and the degree of user loyalty. The results obtained in the research and the issues discussed make it very clear that Internet server managers need to adopt strategies aimed at increasing the user's familiarity with their websites and improving perceived reputation as a means of achieving greater customer loyalty.
Authors: Carlos Flavián, Miguel Guinalíu, Gran Vía
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W962929724