Customer Satisfaction and Loyalty
The Role of Interaction and Neuromarketing
DOI:
https://doi.org/10.62161/revvisual.v17.5817Keywords:
Satisfacción del cliente, Fidelización, Comportamiento del consumidor, Formatos de venta minorista, Neuromarketing, Personalización del servicio, Estrategias de venta minoristaAbstract
This study explores the relationship between customer satisfaction and loyalty within retail formats, analysing the key variables that influence consumer behaviour and the contribution of neuromarketing tools. Employing a qualitative research approach, a focus group comprising experts in distribution and customer loyalty revealed that satisfaction with interaction is the most significant factor, followed by satisfaction with outcomes and satisfaction with the environment. The study also identifies the impact of store format on loyalty, demonstrating that neighbourhood shops foster greater loyalty due to personalised service. These findings enhance the understanding of consumer preferences, underscoring the critical role of customer interaction in retail strategies.
Downloads
Global Statistics ℹ️
|
154
Views
|
68
Downloads
|
|
222
Total
|
|
References
Agrawal, S. R. y Mittal, D. (2024). Cashier-free checkout system: to improve in-store shopping experience. International Journal of Retail & Distribution Management, 52(5), 612-625. https://doi.org/10.1108/IJRDM-09-2023-0539
Al-Awadi, A. (2002). A proposed model of consumer loyalty in the retailing sector based on the Kuwaiti experience. Total Quality Management & Business Excellence, 13(7), 1035-1046. https://doi.org/10.1080/0954412022000017102
Alba, J. W., Broniarczyk, S. M., Shimp, T. A. y Urbany, J. E. (1994). The influence or prior beliefs, frequency cues, and magnitude cues on consumers´ perceptions of comparative price data. Journal of Consumer Research, 21(2), 219-235. https://www.jstor.org/stable/2489817
Alemán Ramos, P. F., Morales Almeida, P. y Gisbert Caudeli, V. (2023). Los jóvenes universitarios ante el comercio online: dimensiones estratégicas para la industria publicitaria desde el proceso de compra, la confianza y la satisfacción. Vivat Academia, 156, 1-23. https://doi.org/10.15178/va.2023.156.e1468
Allaway, A. W., Berkowitz, D. y D’Souza, G. (2003). Spatial diffusion of a new loyalty program through a retail market. Journal of Retailing, 79(2), 137-151. https://doi.org/10.1016/S0022-4359(03)00037-X
Alvarado, K. M. V. (2024). Uso de la Psicología del Color en Campañas de Marketing Digital. Revista de Investigación Formativa: Innovación y Aplicaciones Técnico-Tecnológicas, 6(2), 71-79. https://shorturl.at/O3cCU
Álvarez-Gayou, J. L. (2005). Cómo hacer investigación cualitativa. Fundamentos y metodología. Paidós.
Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17. https://doi.org/10.1177/109467059800100102
Andrade, Y. L. P. y Sánchez, A. M. G. (2025). El neuromarketing en la industria hotelera: una revisión sistemática. Revista InveCom 5(2), 1-10. https://doi.org/10.5281/zenodo.13737900
Arias, M. A. S. y Báscones, G. G. U. (2024). Dimensiones de la Teoría de Comportamiento Planificado y su influencia en la Intención de compra de productos orgánicos. Ciencia Latina. Revista Científica Multidisciplinar, 8(5), 6251-6270. https://doi.org/10.37811/cl_rcm.v8i5.14043
Arnold, S. J., Oum, T. H. y Tigert, D. J. (1983). Determinant attributes in retail patronage: Seasonal, temporal, regional and international comparisons. Journal of Marketing Research, 20(2), 149-157. https://doi.org/10.2307/3151681
Arrondo, E., Berné, C., Múgica, J. y Rivera, P. (2002). Modelling of customer retention in multi-format retailing. International Review of Retailing, Distribution, Consumer, 11, 281-296. https://doi.org/10.1080/09593960210139634
Askari, S., Javadinasr, M., Peiravian, F., Khan, N. A., Auld, J. y Mohammadian, A. K. (2024). Loyalty toward shared e-scooter: Exploring the role of service quality, satisfaction, and environmental consciousness. Travel Behaviour and Society, 37, 1-15. https://doi.org/10.1016/j.tbs.2024.100856
Baporikar, N. (2013). Understanding Talent Management in Borderless World. Management Today, 3(1), 10-16. http://dx.doi.org/10.11127/gmt.2013.12.02
Baraybar Fernández, A., Baños González, M. y Rajas Fernández, M. (2023). Relación entre Emociones y Recuerdo en Campañas Publicitarias de Servicio Público. Una Aproximación desde la Neurociencia. Revista Latina de Comunicación Social, 81, 1-33. https://lc.cx/BEleKa
Barrientos-Báez, A. (2024). Liderazgo educativo y neurocomunicación. Un estado de la cuestión. Edu Review. International Education and Learning Review // Revista Internacional de Educación y Aprendizaje, 12(1), 1-17. https://doi.org/10.37467/revedu.v12.5175
Barrientos-Báez, A. y Caldevilla-Domínguez, D. (2022). Comunicación en los programas de referenciación y fidelización de clientes. Revista Venezolana de Gerencia, 27(8), 1280-1295. https://doi.org/10.52080/rvgluz.27.8.35
Barrientos-Báez, A., Caldevilla-Domínguez, D. y Martínez-Sala, A. -M. (2025). Neurocomunicación como clave explicativa del éxito en la industria de los videojuegos. Revista de Ciencias Sociales, 31(1), 55-65. https://doi.org/10.31876/rcs.v31i1.43491//
Barrios, A. V., Hernández, R. J. A. e Islas, A. C. (2024). Análisis de los factores que afectan el comportamiento de compra en línea de los consumidores mexicanos. Contaduría y administración, 69(2), 68-89. https://shorturl.at/iBWfb
Batet Jiménez, M. (2024). El umbral de saciedad para valorar el criterio precio. Contratación Administrativa Práctica: Revista de la Contratación Administrativa y de los Contratistas, 192, 4. https://shorturl.at/I2zlJ
Becerra Becerra, M. S. y Muñoz Atehortua, J. E. (2024). Exploración de la accesibilidad a los productos y servicios de playstation a través de comportamientos y tendencias de los usuarios del Tecnológico de Antioquia Institución Universitaria. [Trabajo de fin de Grado] Instituto Tecnológico de Antioquia Institución Universitaria. https://dspace.tdea.edu.co/handle/tdea/6591
Beisel, J. L. (1993). Contemporary Retailing (2nd ed.). MacMillan Publishing Company.
Bell, D. R., Ho, T. H. y Tang, C. S. (1998). Determining where to shop: Fixed and variable costs of shopping. Journal of Marketing Research, 35(3), 352-369. http://www.jstor.org/stable/3152033?origin=JSTOR-pdf
Berman, B. (2006). Developing and effective loyalty program. California Management Review, 49(1), 123-148. https://shorturl.at/6ADqj
Berry, L. L. y Gresham, L. G. (1986). Relationship retailing: Transforming customers into clients. Business Horizons, 29(6), 43-47. https://ideas.repec.org/a/eee/bushor/v29y1986i6p43-47.html
Bielen, F. y Demoulin, N. (2007). Waiting time influence on the satisfaction-loyalty relationship in services. Managing Service Quality, 17, 174-193. http://dx.doi.org/10.1108/09604520710735182
Blattberg, R. C., Briesch, R. y Fox, E. J. (1983). How promotions work. Marketing Science, 14(3), G122-G132. https://www.jstor.org/stable/184154
Blattberg, R. C., Kim, B. D. y Neslin, S. A. (2008). Data-base marketing: Analyzing and managing customers. Springer.
Bloemer, J. y Kasper, J. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16, 311-329. https://doi.org/10.1016/0167-4870(95)00007-B
Bodet, G. (2008). Customer satisfaction and loyalty in service: Two concepts, four constructs, several relationships. Journal of Retailing and Consumer Services, 15(3), 156-162. https://doi.org/10.1016/j.jretconser.2007.11.004
Bolton, R. N., Lemon, K. N. y Verhoef, P. C. (2002). The theoretical underpinnings of customer asset management: A framework and propositions for future research. JAMS, 32, 271-292. https://doi.org/10.1177/0092070304263341
Brady, M. y Cronin, J. (2001). Customer orientation: effects on customer service perceptions and outcome behaviors. Journal of Service Research, 3, 241-251. https://doi.org/10.1177/109467050133005
Brady, M. y Cronin, J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. Journal of Marketing, 65, 34-49. https://doi.org/10.1509/jmkg.65.3.34.18334
Brandín, J. A. y Barquero, J. D. (2024). La confiabilidad: el lugar donde la confianza de ego y la promesa de alter pueden encontrarse. Revista de Ciencias de la Comunicación e Información, 29. https://doi.org/10.35742/rcci.2024.29.e298
Bridson, K., Evans, J. y Hickman, M. (2008). Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty. Journal of Retailing and Consumer Services, 15(5), 364-374. https://doi.org/10.1016/j.jretconser.2007.08.004
Brock, C., Blut, M., Evanschitzky, H. y Kenning, P. (2013). Satisfaction with complaint handling: A replication study on its determinants in a business-to-business context. International Journal of Research in Marketing, 30, 319-322. https://doi.org/10.1016/j.ijresmar.2013.05.001
Broniarczyk, S. M., Hoyer, W. D. y Leigh, M. S. (1998). Consumers’ perceptions of the assortment offered in a grocery category: The impact of item reduction. Journal of Marketing Research, 35(2), 166-176. https://doi.org/10.1177/002224379803500203
Brown, J.R. y Dant, R.P. (2014). The role of e-commerce in multi-channel marketing strategy. Handbook of Strategic e-Business Management. Springer.
Bucklin, L. P., Ramaswamy, V. y Majumdar, S. K. (1996). Analyzing channel structures of business markets via the structure-output paradigm. International Journal of Research in Marketing, 13, 73–87. https://doi.org/10.1016/0167-8116(95)00035-6
Bustos-Reyes, C. A. y González-Benito, O. (2008). Store and store format loyalty measures based on budget allocation. Journal of bussiness Research, 61(9), 1015-1025. https://doi.org/10.1016/j.jbusres.2007.03.008
Cammarota, A. y Branca, G. (2025). Generation Z consumers’ perspective: how and why should (not) brands engage in activism?. Italian Journal of Marketing, (Pre-print) 1-30. https://doi.org/10.1007/s43039-025-00109-x
Carrillo Barbosa, R. L. (2024). Mapeo de la literatura en la lealtad de marca en la industria deportiva. European Public & Social Innovation Review, 10, 1-16. https://doi.org/10.31637/epsir-2025-988
Cedeño, A. M. V. y Ortiz, F. X. M. (2024). Factores que influyen en la decisión de compra de los clientes en las microempresas comerciales La Maná. Revista Académica y científica VICTEC, 5(9), 41-50. http://portal.amelica.org/ameli/journal/572/5725029005/
Cenizo, C. (2024). Estrategias de fijación ocular y amor hacia la marca: influencia del género en la generación Z. Revista de Comunicación de la SEECI, 57, 1-37. https://doi.org/10.15198/seeci.2024.57.e893
Ceseña, M. A. M. y Chávez, P. R. C. (2024). La calidad de servicio y la satisfacción del cliente en los establecimientos hoteleros en el período 2003-2023: revisión sistemática y estado de la cuestión. Revista Internacional de Turismo, Empresa y Territorio, 8(2), 108-128. https://doi.org/10.21071/riturem.v8i2.16418
Chaudhuri, A. (2000). A macro analysis of the relationship of product involvement and information search: Role of risk. Journal of Marketing Theory and Practice, 8(1), 1-15. https://www.jstor.org/stable/40470212
Chiesa, C. (2005). CRM. Las cinco Pirámides del Marketing Relacional. Ediciones Deusto.
Ching-Ruíz, Y. E., Ching-Ruíz, K. D. C. y Espinosa Fernández, E. (2024). Neuromarketing: cuando la ciencia seduce la mente del consumidor. Synergia, 3(2), 306-322. https://revistas.up.ac.pa/index.php/synergia/article/view/6214/4745
Crespo-Tejero, N., Comendador Díaz-Maroto, S. y Fernandez-Lores, S. (2024). Análisis de la identidad visual de marca en el sector de la comida rápida: un estudio de neuromarketing. Revista de Ciencias de la Comunicación e Información, 29. https://doi.org/10.35742/rcci.2024.29.e300
Cristellot Paredes, A. M., Cueva Estrada, J. y Sumba Nacipucha, N. (2024). Análisis del Marketing experiencial en la satisfacción del cliente en el sector gastronómico de Guayaquil. Ad-gnosis, 13(13). https://shorturl.at/hcYZK
Cristófol-Rodríguez, C., Porras-Florido, C., Cerdá-Suárez, L. M. y Mocchi, B. (2024). Neuromarketing y moda: una revisión sistemática sobre sus implicaciones sensoriales. Revista de Ciencias de la Comunicación e Información, 29. https://doi.org/10.35742/rcci.2024.29.e304
Crosby, L., Evans, K. R. y Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68-81. https://doi.org/10.2307/1251817
Cusme, J. J. M. y Guijarro, A. D. L. Á. A. (2024). Análisis del uso de una plataforma en línea que facilite a las MIPYMES la presencia de marca en internet. Bastcorp International Journal, 3(1), 37-48. https://doi.org/10.62943/bij.v3n1.2024.82
Dhar, S. K., Hoch, S. J. y Kumar, N. (2001). Effective category management depends on the role of the category. Journal of Retailing, 77(2), 165-184. https://lc.cx/FmJDE2
Dholakia, R. R., Miao, Z. y Dholakia, N. (2005). Multichannel retailing: A case study of early experiences. Journal of Interactive Marketing, 19(2), 63-74. https://doi.org/10.1002/dir.20035
Dick, A., Jain, A. y Richardson, P. (1995). Correlates of store brand proneness: Some empirical observations. Journal of Product and Brand Management, 4(4), 15-22. https://doi.org/10.1108/10610429510097663
Dodds, W. B., Monroe, K. B. y Grewal, D. (1991). The effects of price, brand, and store information on buyer's product evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/10.2307/3172866
Dorotic, M., Bijmolt, T. H. A. y Verhoef, P. C. (2011). Loyalty Programmes: Current knowledge and research directions. International Journal of Management Reviews, 14(3), 217-237. http://dx.doi.org/10.1111/j.1468-2370.2011.00314.x
East, R., Harris, P., Willson, G. y Lomax, W. (1995). Loyalty to supermarkets. International Review Retailing, Distribution, Consumer 5, 99-109. https://doi.org/10.1080/09593969500000006
Ehrenberg, A. S., Uncles, M. D. y Goodhardt, G. J. (2004). Understanding brand performance measures: Using Dirichlet benchmarks. Journal of Business Research, 57(12), 1307-1325. https://doi.org/10.1016/S0148-2963(03)00070-1
Faria, A. M., Dias, Á., Pereira, L. F., Costa, R. L. D. y Gonçalves, R. (2024). Investigating factors that affect willingness to pay: an analysis on freemium social media apps. International Journal of Advanced Media and Communication, 8(1), 12-52. https://doi.org/10.1504/IJAMC.2024.140638
Fernández Núñez, L. (2006). ¿Cómo analizar datos cualitativos?. Institut de Ciències de l'Educació. Universitat de Barcelona. Secció de Recerca. https://shorturl.at/0VWeQ
Finkelman, D. y Goland, A. (1990). How not to satisfy your customers. The McKinsey Quarterly, 2, 2-12. https://link.springer.com/chapter/10.1007/978-3-322-91507-8_8
Frisoua, J. y Yildizb, H. (2011). Consumer learning as a determinant of a multi-partner loyalty program’s effectiveness: A behaviorist and long-term perspective. Journal of Retailing and Consumer Services, 18(1), 81-91. http://dx.doi.org/10.1016/j.jretconser.2010.10.002
Fruchter, G. E. (2014). Relationships in marketing and optimal control. Models and Methods in Economics and Management Science, 198, 95-106. https://doi.org/10.1007/978-3-642-41920-2_7
Füller J. y Matzler K. (2008). Customer delight and market segmentation: An application of the three-factor theory of customer satisfaction on lifestyle groups. Tourism Management, 29,116-126. https://doi.org/10.1016/j.tourman.2007.03.021
Galí, J. (2005). Comprar buena formación. Farmacia Profesional, 19(5), 30-38. https://shorturl.at/GhzHz
Gallo, M. P. y Warleta, G. M. (2024). Marcas (de distribuidor) del siglo XXI. Distribución y Consumo, 3, 44-52. https://shorturl.at/SLKCt
García, A. J. C., López, C. E. C., Galarza, A. V. E. y Pincay, A. D. G. (2024). Aplicaciones móviles y su impacto en la fidelización del cliente: Estrategias para empresas. Ciencia y Desarrollo, 27(2), 55-69. http://revistas.uap.edu.pe/ojs/index.php/CYD/index
Gavinho, C. D. P. N., Mayer, V. F. y Santos, G. E. D. O. (2024). Compromiso del consumidor con los programas de fidelización de aerolíneas en brasil: percepciones sobre las millas, importancia y dificultades en la gestión de millas. Turismo: Visão e Ação, 26, e19662. https://doi.org/10.14210/tva.v26.19662
Giron, S. M. J. y Salazar, R. R. (2024). Diseño de estrategias para la mejora de atención al cliente en la entidad financiera banco union sa del municipio de llallagua. Negocios & tendencias, 1(1), 43-49. https://doi.org/10.56469/nt.v1i1.1252
Gómez, B. G., Arranz, A. G. y Cillan, G. J. (2006). The role of loyalty programs in behavioral and affective loyalty. Journal of Consumer Marketing, 23(7), 387-396. https://doi.org/10.1108/07363760610712920
Gómez, M., McLaughlin, E. y Wittink, D. R. (2004). Customer satisfaction and retail sales performance: An empirical investigation. Journal of Retailing, 80(4), 265-278. https://doi.org/10.1016/j.jretai.2004.10.003
González-Benito, O. (2001). The role of geodemographic segmentation in retail location strategy. International Journal of Market Research, 47(3), 295-316. https://doi.org/10.1177/147078530504700305
González-Benito, O. y González-Benito, J. (2005). The role of geodemographic segmentation in retail location strategy. International Journal of Market Research, 47(3), 295-316. https://shorturl.at/hc9KD
González-Benito, O. y Martos-Partal, M. (2012). Role of retailer positioning and product category on the relationship between store brand consumption and store loyalty. Journal of Retailing, 88(2), 236-249. https://doi.org/10.1016/j.jretai.2011.05.003
Grewal, D., Baker, J., Levy, M. and Voss, G.B. (2003). The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores. Journal of Retailing, 79, 259-268. https://doi.org/10.1016/j.jretai.2003.09.006
Grewal, D., Levy, M. y Lehmann, D. R. (2004). Retail branding and loyalty: An overview. Journal of Retailing, 80(4). https://doi.org/10.1016/j.jretai.2004.10.001
Grewal, D., Monroe, K. B. y Krishnan, R. (1998). The effects of price comparison advertising on buyers’ perceptions of acquisition value and transaction value. Journal of Marketing, 62(2), 46-59. https://doi.org/10.1177/002224299806200204
Gupta, S., Lehmann, D. R. y Ames Stuart, J. (2004). Valuing customers. Journal of Marketing Research, 41(1), 7-18. https://doi.org/10.1509/jmkr.41.1.7.25084
Hallberg, G. (2004). Is your loyalty programme really building loyalty? Why increasing emotional attachment, not just repeat buying, is key to maximizing programme success. Journal of Targeting, Measurement and Analysis for Marketing, 12(3), 231-241. https://doi.org/10.1057/palgrave.jt.5740117
Hansen, K., Vishal, S. S. y Chintangunta, S. P. (2006). Understanding store-brand purchase behavior across categories. Marketing Science, 25(1), 75-90. https://doi.org/10.1287/mksc.1050.0142
Hill, J. (2001). A qualitative research agenda for small to medium-sized enterprises. Marketing Intelligence and Planning, 19(6), 432-443. https://doi.org/10.1108/02634500110408227
Hill, J. y Wright, L. T. (2001). A qualitative research agenda for small to medium-sized enterprises. Marketing Intelligence and Planning, 19(6), 432-443. http://dx.doi.org/10.1108/EUM0000000006111
Hoch, S. J., Bradlow, E. T. y Wansink, B. (1999). The variety of assortment. Marketing Science, 18(4), 527-546. https://doi.org/10.1287/mksc.18.4.527
Homburg C. y Giering A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty- an empirical analysis. Psychology and Marketing 18(1),43-66. https://doi.org/10.1002/1520-6793(200101)18:1%3C43::AID-MAR3%3E3.0.CO;2-I
Homburg, C. y Giering, A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty: An empirical analysis. Psychology and Marketing, 18(1), 43-66. https://doi.org/10.1002/1520-6793(200101)18:1<43::AID-MAR3>3.0.CO;2-I
Hui, M. K., Laurette, D. y Chebat, J. C. (1997). The impact of music on consumers’ reactions to waiting for services. Journal of Retailing, 73(1), 87-104. https://doi.org/10.1016/S0022-4359(97)90016-6
Hussain, M., Javed, A., Khan, S. H. y Yasir, M. (2024). Pillars of customer retention in the services sector: Understanding the role of relationship marketing, customer satisfaction, and customer loyalty. Journal of the Knowledge Economy, (Especial), 1-21. https://doi.org/10.1007/s13132-024-02060-2
Johnson, M. D. y Gustafson, A. (2000). Improving customer satisfaction, loyalty and profit: An integrated measurement and measurement system. Jossey-Bass.
Johnston, M. W. y Marshall, G. W. (2013). Contemporary selling: Building relationships, creating value (4th ed.). Routledge.
Jones, T. O. y Sasser, W. E., Jr. (1995). Why satisfied customers defect. Harvard Business Review, 73(6), 88-99. https://shorturl.at/1rJ72
Kahlke, R., Maggio, L. A., Lee, M. C., Cristancho, S., LaDonna, K., Abdallah, Z., Khehra, A., Kshatri, K., Horsley, T. y Varpio, L. (2024). When words fail us: An integrative review of innovative elicitation techniques for qualitative interviews. Medical Education (Pre-print). https://doi.org/10.1111/medu.15555
Kahn, B. E. y Schmittlein, D. C. (1989). Shopping trip behavior: An empirical investigation. Marketing Letters, 1(1), 55-70. https://doi.org/10.1007/BF00436149
Kahn, Barbara, E. y Schmittlein, D.C. (1989). Shopping trip behavior: an empirical investigation. Marketing Letters, 1(4) 55-70. https://doi.org/10.1007/BF00436149
Kanekar, R., Verma, R., Chande, K. y Ekka, B. K. (2024, June). Internet of Thing Centred Restaurant Automation System using CRM. En 2024 15th International Conference on Computing Communication and Networking Technologies (ICCCNT) (pp. 1-6). IEEE. India. http://dx.doi.org/10.1109/icccnt61001.2024.10723839
Kang, H. G., Joo, H. H. y Cho, J. (2014). Brand-size complementarity in the choice of retail stores. Applied Economics Letters, 21(6), 413-416. https://doi.org/10.1080/13504851.2013.866197
Kapferer, J. N. y Laurent, G. (1985). Consumer involvement profiles: A new practical approach to consumer involvement. Journal of Advertising Research, 25(6), 48-56. https://hal.science/hal-00786782/
Kapferer, J.N. y Laurent, G. (1985). Consumer involvement profiles: A new practical approach to consumer involvement. Journal of Advertising Research, 25(6), 48-56. https://shorturl.at/DIbNW
Katz, K., Larson, B. y Larson, R. (1991). Prescription for the waiting in line blues: Entertain, enlighten and engage. Sloan Management Review, 32(2), 44-53. https://shorturl.at/EIxUj
Kim, D., Lee, S., Bu, K. y Lee, S. (2009). Do VIP programs always work well? The moderating role of loyalty. Psychology and Marketing, 26, 590-609. https://doi.org/10.1002/mar.20290
Kim, M. G. y Mattila, A. S. (2009). Does a surprise strategy need words?: The effect of explanations for a surprise strategy on customer delight and expectations. Journal of Services Marketing, 27(5), 361-370. https://doi.org/10.1108/08876041311330753
Kivetz, R. y Simonson, I. (2003). The idiosyncratic fit heuristic: Effort advantage as a determinant of consumer response to loyalty programs. Journal of Marketing Research, 40(4), 454-467. https://doi.org/10.1509/jmkr.40.4.454.19383
Kivetz, R., Urminsky, O. y Zheng, Y. (2006). The goal-gradient hypothesis resurrected: Purchase acceleration, illusionary goal progress, and customer retention. Journal of Marketing Research, 43(1), 39-58. https://doi.org/10.1509/jmkr.43.1.39
Kopalle, P. K. y Lehmann, D. R. (1995). The effects of advertised and observed quality on expectations about new product quality. Journal of Marketing Research, 32(3), 280-290. https://doi.org/10.1177/002224379503200302
Kopalle, P. K. y Neslin, S. A. (2003). The economic viability of frequency reward programs in a strategic competitive environment. Review of Marketing Science, 1(1), 1-39. https://doi.org/10.1515/roms.2003.1.1.1
Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64. https://shorturl.at/9dZK8
Kumar, V. y Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 80(4), 317-330. https://doi.org/10.1016/j.jretai.2004.10.007
Kumar, V., Pozza, I. D. y Ganesh, J. (2013). Revisiting the satisfaction–loyalty relationship: Empirical generalizations and directions for future research. Journal of Retailing, 89(2), 246-262. https://doi.org/10.1016/j.jretai.2013.02.001
Lambert, Z. (1979). An investigation of older consumers’ unmet needs and wants at the retail level. Journal of Retailing, 55(2), 35-57. https://doi.org/10.1016/0148-2963(88)90064-1
Leenheer, J., van Heerde, H. J., Bijmolt, T. H. A. y Smidts, A. (2007). Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members. International Journal of Research in Marketing, 24(1), 31-47. https://doi.org/10.1016/j.ijresmar.2006.10.005
Lichtenstein, D. y Burton, S. (1989). The relationship between perceived and objective price-quality. Journal of Marketing Research, 26, 429-443. https://doi.org/10.2307/3172763
López-Rodríguez, C. E., Sotelo-Muñoz, J. K., Muñoz-Venegas, I. J. y López-Aguas, N. F. (2024). Análisis de la multidimensionalidad del brand equity para el sector bancario: un estudio en la generación Z. RETOS. Revista de Ciencias de la Administración y Economía, 14(27), 9-20. https://shorturl.at/fCLQW
Lu, J. y Hutchinson, J. W. (2025). Information search within a web page: Modeling the full sequence of eye movement decisions, subjective value updating, and first clicks. Management Science, 71(3), 2332-2359. https://doi.org/10.1287/mnsc.2022.02983
Lumbre, P. B. N., Palacios, A. N. T. y Rivas, P. I. C. (2024). Customer experience y satisfacción del cliente en el sector inmobiliario. Ciencia Latina Revista Científica Multidisciplinar, 8(3), 10383-10400. https://doi.org/10.37811/cl_rcm.v8i4.12194
Macintosh, G. y Lockshin, L. (1997). Retail relationship and store loyalty: AMulti-level perspective. International Journal of Research in Marketing, 14, 487-497. https://doi.org/10.1016/S0167-8116(97)00030-X
Magi, A. (2003). Share of wallet in retailing: the effects of customer satisfaction, loyalty cards and shopper characteristics. Journal of Retailing, 79, 97-106. https://doi.org/10.1016/S0022-4359(03)00008-3
Maity, M. y Dass, M. (2013). Consumer decision-making across modern and traditional channels: e-commerce, m-commerce, in-store. Decision Support Systems, 61, 34-46, https://doi.org/10.1016/j.dss.2014.01.008
Mantrala, M. K., Levy, M., Kahn, B. E., Fox, E. J. Gaidarev, P., Dnakworth, B. y Shah, D. (2009). Why is assortment planning so difficult for retailers? A framework and research agenda. Journal of Retailing, 85(1), 71-83. https://ideas.repec.org/a/eee/jouret/v85y2009i1p71-83.html
Márquez, L., Loja, A., Sánchez, T. y Aguilar, S. (2024). Factores que inciden en la fidelización de clientes jóvenes en tiendas de ropa de Machala. Ciencia Unemi, 17(45), 11-18. https://doi.org/10.29076/issn.2528-7737vol17iss45.2024pp%25pp
Martínez-Ruiz, M. P., Jimenez-Zarco, A. I. y Izquierdo-Yuste, A. S. (2012). The effect of the current economic situation on the maximum level of customer satisfaction and retail patronage behavior. Total Quality Management and Business Excellence, 23(11-12), 1207-1225. https://doi.org/10.1080/14783363.2012.733259
Mas, J. M., Gómez, A. y Carrero, O. (2024). Emotions in fear communication: A cross‐cultural neuromarketing approach. Psychology & Marketing, 41(4), 697-718. https://doi.org/10.1002/mar.21947
Matzler, K. y Sauerwein, E. (2002). The factor structure of customer satisfaction: An empirical test of the importance grid and the penalty-reward-contrast analysis. International Journal of Service Industry Management, 13(4), 314-332. https://doi.org/10.1108/09564230210445078
Mauri, C. (2003). Card loyalty: A new emerging issue in grocery retailing. Journal of Retailing and Consumer Services, 10(1), 13-25. https://doi.org/10.1016/S0969-6989(02)00032-2
Mejía Giraldo, J. F. y Delgado Figueroa, L. V. (2023). Orientación social de marca y su relación con comportamientos de engagement en clientes. Un estudio de caso. Revista Latina de Comunicación Social, 81, 57-73. https://doi.org/10.4185/rlcs-2023-2009
Mela, C., F., Gupta, S. y Lehmann, D. R. (1997). The long-term impact of promotion and advertising on consumer brand choice. Journal of Marketing Research, 34(2), 248-261. https://doi.org/10.2307/3151862
Mendoza, C. M. A., Jiménez, M. N. S., Poveda, A. R. y Lara, L. A. (2024). Postpandemia: clima organizacional y satisfacción laboral en una empresa pública. Revista Científica y Tecnológica VICTEC, 5(8), 81-94. https://doi.org/10.61395/victec.v5i8.142
Meyer-Waarden, L. (2007). The effects of loyalty programs on customer lifetime duration and share of wallet. Journal of Retailing, 83(2), 223-236. https://doi.org/10.1016/j.jretai.2007.01.002
Meyer-Waarden, L. (2008). The influence of loyalty programme membership on customer purchase behaviour. European Journal of Marketing, 42(1/2), 87-114. https://doi.org/10.1108/03090560810840925
Meyer-Waarden, L. y Benavent, C. (2006). The impact of loyalty programs on repeat purchase behaviour. Journal of Marketing Management, 22, 61-88. http://dx.doi.org/10.1362/026725706776022308
Miles, M. B. y Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). Sage.
Mimouni-Chaabane, A. y Volle, P. (2010). Perceived benefits of loyalty programs: Scale development and implications for relational strategies. Journal of Business Research, 63(1), 32-37. https://doi.org/10.1016/j.jbusres.2009.01.008
Miranda, S., Borges‐Tiago, M. T., Tiago, F. y Tu, X. (2024). To buy or not to buy? The impulse buying dilemma in livestream shopping. Psychology & Marketing, 41(5), 989-1005. https://doi.org/10.1002/mar.21967
Mithas, S., Krishnan, M. S. y Fornell, C. (2005). Why do customer relationship management applications affect customer satisfaction?. Journal of Marketing, 69(4), 201-209. https://doi.org/10.1509/jmkg.2005.69.4.201
Molina, J. A. G. (2025). Las economías de consumo colaborativo y la satisfacción de los usuarios en los servicios de hospedaje de la ciudad de Ayacucho, 2024. Alpha Centauri, 6(1), 23-34. https://doi.org/10.47422/ac.v6i1.191
Moncho, Y. M. (2024). Estrategias para mejorar la fidelización de clientes en formas de gestión no estatal: Caso miCerveza, Cuba. Revista Científica Horizontes Multidisciplinarios, 1(2), 128-142. https://shorturl.at/VZ5d6
Moore, M. y Carpenter, J. (2006). The effect of price as a marketplace cue. Journal of Product and Brand Management, 15(4), 265-271. https://doi.org/10.1108/10610420610679562
Morganosky, M. y Cude, B. (2000). Large format retailing in the US: A consumer experience perspective. Journal of Retailing and Consumer Services, 7(4), 215-222. https://doi.org/10.1016/S0969-6989(00)00022-4
Nunes, J. C. y Drèze, X. (2006). Your loyalty program is betraying you. Harvard Business Review, 84(4), 124-131. https://hbr.org/2006/04/your-loyalty-program-is-betraying-you
Ordóñez, J. G., Ordóñez, S. y Zurita, S. A. (2023). La satisfacción laboral y su relación con la satisfacción del cliente: Estado del arte. SCIÉNDO, 26(2), 215-220. https://doi.org/10.17268/sciendo.2023.031
Palmatier, R. W., Jarvis, C. B., Bechkoff, J. R. y Kardes, F. R. (2009). The role of customer gratitude in relationship marketing. Journal of Marketing, 73(5), 1-18. https://doi.org/10.1509/jmkg.73.5.1
Paradinas-Márquez, M. C, Vicente-Pascual, J. V. y Barrientos-Báez, A. (2023). Model for the identification of key elements in the management of labor relations and conflict: impact on the internal customer of hotel organizations and on Sustainable Development Goals 8. Administrative Sciences, 13(12), 252. https://doi.org/10.3390/ijerph182010904
Parasuraman, A., Zeithaml, V. A. y Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50. https://doi.org/10.1177/002224298504900403
Parasuraman, A., Zeithaml, V. A. y Berry, L. L. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.1177/002224299606000203
Parasuraman, A., Zeithaml, V. A. y Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40. https://shorturl.at/LCnm3
Patiño Mazo, E. A. (2024). Caracterización del Marketing Mix: una revisión sistemática de la literatura académica entre 1960 y 2023. Vivat Academia, Revista de Comunicación, 157. https://doi.org/10.15178/va.2024.157.e1519
Phillips Melancon, J., Noble, S. M. y Noble, C. H. (2010). Managing rewards to enhance relational worth. Journal of the Academy of Marketing Science, 38(3), 341-362. https://doi.org/110.1007/s11747-010-0206-5
Prasanna, R. A., Jeffi, A. F., Warshini, S. E. y Priyadharshini, P. (2024). Reinventing Supermarkets: Enhanced Customer Convenience Through Deep Learning Technology. En Intelligent Control, Robotics, and Industrial Automation: Proceedings of International Conference, RCAAI 2023 (Vol. 1220, p. 169). Springer Nature.
Quintero, F. A. L. y Romero, S. A. P. (2024). El marketing de fidelización y su contribución a la calidad del servicio gastronómico. Revista Multidisciplinaria Voces de América y El Caribe, 1(1), 103-126. https://doi.org/10.69821/REMUVAC.v1i1.7
Quispe, L. W. C., Rodríguez, G. B. M. y Muro, E. S. P. (2024). Marketing relacional y calidad de servicio en una empresa en una de transportes de servicio de taxi en la ciudad de Ayacucho. YAchaq, 7(2), 46-60. https://doi.org/10.46363/yachaq.v7i2_4%20
Ramírez, A. D. M., Carrión, E. L. G., Aguilera, D. A. G. y Mendoza, E. O. T. (2024). Análisis de los Factores que Influyen en la Fidelidad del Consumidor. Ciencia Latina Revista Científica Multidisciplinar, 8(1), 3134-3146. https://doi.org/10.37811/cl_rcm.v8i1.9644
Ramírez, R. R., Núñez, I. P., Aguilera, N. C. y Cisneros-Arias, Y. (2024). Gestión del merchandising de seducción en tiendas hoteleras. Ciencias Holguín, 30(3). http://www.ciencias.holguin.cu/revista/article/view/320
Rao, A. R. y Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review. Journal of Marketing Research, 26(3), 351-357. https://doi.org/10.1177/002224378902600309
Rodríguez-Torrico, P., San José Cabezudo, R. y San-Martín, S. (2024). Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement. Journal of Product & Brand Management, 33(1), 76-90. https://doi.org/10.1108/JPBM-10-2022-4181
Roehm, M. L., Pullins, E. B. y Roehm, H. A. Jr. (2002). Designing loyalty-building programs for packaged goods brands. Journal of Marketing Research, 39(2), 202-213. https://doi.org/10.1509/jmkr.39.2.202.19085
Rojas, L. F. N., Pino, M. R. M. y Bivingo, F. L. (2024). Análisis de la satisfacción del cliente con la calidad del servicio en un residencial. RILCO DS: Revista de Desarrollo sustentable, Negocios, Emprendimiento y Educación, 6(59), 86-98. https://dialnet.unirioja.es/servlet/articulo?codigo=9790302
Romero Borre, J., Cuba Romero, G., Ramírez, J. y Vásquez, L. (2024). Decisión de compra y desarrollo sostenible: aspectos influyentes en la Generación Y y la Generación Z. Revista Venezolana de Gerencia (RVG), 29(107), 1093-1109. https://doi.org/10.52080/rvgluz.29.107.7
Rubin, H. J. y Rubin, I. S. (1995). Qualitative interviewing: The art of hearing data. Sage.
Rust, R. T. y Oliver, R. L. (2000). Should we delight the customer?. Journal of the Academy of Marketing Science, 28(1), 86-94. https://doi.org/10.1177/0092070300281008
Salas Rubio, M. I., Hinojosa López, J. I. y Rangel Lyne, L. (2024). Determinantes de la satisfacción del usuario en plataformas de pago en línea. PAAKAT: Revista de Tecnología y Sociedad, 14(26). https://shorturl.at/WNtWU
Sánchez, M. y Moreno, E. (2003). La fidelización de los usuarios de la oficina de farmacia. Offarm, 22(5), 108-117. https://enfispo.es/servlet/articulo?codigo=5325387
Sánchez, R. A. Z. y Cedeño, A. M. P. (2024). Gestión de relaciones con los clientes como estrategia de negocios del sector retail en la provincia de Manabí-Ecuador. Revista Social Fronteriza, 4(1), e41138-e41138. https://doi.org/10.59814/resofro.2024.4(1)138
Sendekie, A. K., Gebremichael, A. H. y Tadesse, M. W. (2024). Enrollment and clients’ satisfaction with a community-based health insurance scheme: a community-based survey in Northwest Ethiopia. BMC Health Services Research, 24(1), 70. https://doi.org/10.1186/s12913-024-10570-7
Sethuraman, R. (2006). Private label marketing strategies in packaged goods: Management beliefs and research insights. Marketing Science Institute Working Paper. https://shorturl.at/AuEPQ
Sharp, B. y Sharp, A. (1997). Loyalty programs and their impact on repeat-purchase loyalty patterns. International Journal of Research in Marketing, 14(5), 473-486. https://doi.org/10.1016/S0167-8116(97)00022-0
Sheth, J. N. y Parvatiyar, A. (2002). Evolving relationship marketing into a discipline. Journal of Relationship Marketing, 1(1), 3-16. https://doi.org/10.1300/J366v01n01_02
Sloot, L. M. y Verhoef, P. C. (2008). The impact of brand delisting on store switching and brand switching intentions. Journal of Retailing, 84(3), 281-296. https://doi.org/10.1016/j.jretai.2008.05.003
Smith, A., Sparks, L., Hart, S. y Tzokas, N. (2003). Retail loyalty schemes: Results from a consumer diary study. Journal of Retailing and Consumer Services, 10(2), 109-119. https://doi.org/10.1016/S0969-6989(02)00009-7
Solgaard, H. S. y Hansen, T. (2003). A hierarchical Bayes model of choice between supermarket formats. Journal of Retailing and Consumer Services, 10(3), 169-180. https://doi.org/10.1016/S0969-6989(02)00006-1
Tacca Huamán, D. R. y Cuarez Cordero, R. (2025). Motivación al logro y autoeficacia académica en universitarios de Administración y Negocios. European Public & Social Innovation Review, 10, 1-17. https://doi.org/10.31637/epsir-2025-1238
Taylor, G. A. y Neslin, S. A. (2003). The current and future sales impact of a retail frequency reward program. Journal of Retailing, 81, 293-305. https://doi.org/10.1016/j.jretai.2004.11.004
Turban, E. (2002) Electronic Commerce: A Managerial Perspective. Prentice Hall.
Uribe, J. (2024). Lo que nos diferencia es la cultura de empresa. Emprendedores, 319, 24-27. https://shorturl.at/6KDOl
Valls, J. F. y Montanera, R. (2025). Marcas de fabricante: hoja de ruta para competir con las marcas blancas. Harvard Deusto Business Review, 352, 6-15. https://shorturl.at/004gN
Valls, J. F., Luis-Bassa, C. y Peris, R. P. (2025). Factores de atracción de la compra inteligente en el sector de la alimentación (No. 2502). Catedra Fundación Ramón Areces de Distribución Comercial. https://shorturl.at/43tDU
Wagan, S. M. y Sidra, S. (2025). Insurance companies' activities to maintain customer loyalty in a competitive market environment. Malaysian Journal of Business, Economics and Management, 31-40. https://doi.org/10.56532/mjbem.v4i1.54
Wimmer, R. D. y Dominick, J. R. (1996). La investigación científica de los medios de comunicación: una introducción a sus métodos. Editorial Bosch.
Yi, Y. (1990). A critical review of consumer satisfaction. En V.A. Zeithaml (Ed.), Review of marketing. American Marketing Association.
Zandi, M. (2013). The Impact of Electronic Payments on Economic Growth. Moody´s Analytics. https://shorturl.at/Cs6mq
Zeithaml, V. A., Berry, L. L. y Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.1177/002224299606000203
Zuluaga Bonfim, S. C. (2024). Estudio de mercado para la empresa de calzado deportivo y outdoor Kumbre: Análisis de viabilidad para introducir la marca en el mercado español [Tesis doctoral] Universitat Politècnica de València). https://riunet.upv.es/handle/10251/212418
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Authors retain copyright and transfer to the journal the right of first publication and publishing rights
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
Those authors who publish in this journal accept the following terms:
-
Authors retain copyright.
-
Authors transfer to the journal the right of first publication. The journal also owns the publishing rights.
-
All published contents are governed by an Attribution-NoDerivatives 4.0 International License.
Access the informative version and legal text of the license. By virtue of this, third parties are allowed to use what is published as long as they mention the authorship of the work and the first publication in this journal. If you transform the material, you may not distribute the modified work. -
Authors may make other independent and additional contractual arrangements for non-exclusive distribution of the version of the article published in this journal (e.g., inclusion in an institutional repository or publication in a book) as long as they clearly indicate that the work was first published in this journal.
- Authors are allowed and recommended to publish their work on the Internet (for example on institutional and personal websites), following the publication of, and referencing the journal, as this could lead to constructive exchanges and a more extensive and quick circulation of published works (see The Effect of Open Access).
