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Ítem Análisis del intercambio comercial entre Colombia y Francia(Universidad Icesi, 2016-01-01) Asprilla Hurtado, Laura Maria; Gudziol Vidal, Juan Antonio; Asesor Tesis; Asesor TesisEl presente trabajo tiene como finalidad, realizar un análisis enfocado en aquellos componentes generadores de valor, presentes en los procesos de comercio internacional, específicamente de procesos de importación en Colombia desde Francia. En primera instancia, se parte con un análisis de artículos académicos, con los cuales se complementa la investigación sobre el comportamiento del proceso de importación entre Colombia y Francia. Se espera poder contribuir, desde un enfoque más teórico, en el fortalecimiento comercial entre estos dos países.
Ítem Uso de variables mediadoras y moderadoras en la explicación de la lealtad del consumidor en ambientes de servicios(Universidad Icesi, Facultad de Ciencias Administrativas y Económicas, 2015-07-01) Bustamante, Juan CarlosThis 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.Ítem Amor hacia la marca: una perspectiva de relación continua(Universidad Icesi, 2019-07-01) Larregui Candelaria, GuisellThis study analyzes brand love and its relationship with other constructs. The objective of the article is to analyze love towards a brand as a precedent for the consumer's commitment. Additionally, the impact of commitment on satisfaction is measured and the influence of loyalty in word-of-mouth communication is analyzed. To achieve this, a cross-sectional empirical study was conducted with a sample of 200 consumers between the ages of 21 and 60 years-of-old. Data collection was done using a Likert scale questionnaire. To test the hypotheses, the Partial Least Squares regression was used. The results provide evidence to indicate that a consumer who expresses a feeling of love towards a brand tends to develop a greater commitment towards it.