TY  - JOUR 
TI  - Uso de variables mediadoras y moderadoras en la explicación de la lealtad del consumidor en ambientes de servicios
JO  - ESTUDIOS GERENCIALES;Vol. 31 No. 136 Julio/Septiembre 2015
PB  - Universidad Icesi, Facultad de Ciencias Administrativas y Económicas
PY  - 2015
issn 01235923
AB  - This article aims to develop a model to explain consumer loyalty in a service sector through the inclusion
of mediating and moderating variables in the analysis of consumer behavior. To test the model a study was
carried amongmobile and subscription television consumers in Venezuela. An estimation wasmade using
covariance structure models. The research generated a model that demonstrates the importance of using
mediating variables (perceived value and trust) in predicting customer loyalty in service environments.
The moderating effect of loss aversion is mainly reflected in the perceived value and customer trust,
thereby affecting the outcome variables, satisfaction and loyalty.
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Variables
KW  - Lealtad del consumidor
KW  - Consumidores
KW  - Modelos de estructura organizacional
UR  - http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/2064
ER  -