La influencia de la co-creación de valor en la lealtad del cliente, la intención de comportamiento y la satisfacción del cliente en los mercados emergentes.
Main Article Content
Keywords
Co-creación de valor para el cliente, Satisfacción del cliente, Tendencias de comportamiento, Lealtad del comportamiento del cliente, Lealtad de las actitudes del cliente
Resumen
Una de las principales tendencias actuales en la industria de los medios de comunicación es la cocreación de valor para el cliente. La participación de los usuarios puede afectar significativamente a las organizaciones de medios informativos. Este estudio examina el impacto de la co-creación de valor en la lealtad, la satisfacción y las tendencias de comportamiento de los consumidores de medios de comunicación, utilizando una encuesta de los usuarios de la plataforma de noticias My Fars. El modelo conceptual de este estudio se desarrolla y prueba mediante el uso de datos de encuestas de 283 usuarios de la campaña de noticias en Fars News y se emplea el modelo de ecuaciones estructurales (MES o SEM, por sus siglas en inglés) para probar simultáneamente las relaciones hipotetizadas. Los resultados muestran que la participación de los usuarios en la co-creación de valor afecta significativamente su satisfacción, lealtad y tendencias de comportamiento.
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Referencias
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Article Details
Mehran Kamali, Universidad de Otago
Magíster, afiliación institucional al cuerpo docente del MBA virtual, Escuela de Negocios de la Universidad de Otago, Dunedin, New Zealand. Correo electrónico: mehran.kamali@otago.ac.nz ORCID: https://orcid.org/0000-0002-2188-8171
Hadi Zarea, Universidad Laval de Quebec, Canadá
Estudiante de Doctorado. Afiliado a la facultad de administración de negocios de la Universidad Laval de Quebec, Canadá. Correo electrónico: hadi.zarea.1@ulaval.ca ORCID: https://orcid.org/0000-0001-8970-6744
Zhan Su, Universidad Laval de Quebec, Canadá
Profesor de tiempo completo de la facultad de administración de negocios de la Universidad Laval de Quebec, Canadá. Correo electrónico: Zhan.Su@fsa.ulaval.ca ORCID: https://orcid.org/0000-0002-6360-4026
Saeideh Soltani, Universidad de Teherán en Teherán, Irán
Magíster, afiliación institucional a la facultad de administración de la Universidad de Teherán en Teherán, Irán.
Correo electrónico: saeideh.soltaani@alumni.ut.ac.ir ORCID: https://orcid.org/0000-0002-5847-4319
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