eWOM y la Intención de Recompra entre los Consumidores Jóvenes
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El estudio tiene el objetivo de analizar la intención de recompra y el eWOM, considerando la calidad de la integración de canales, el compromiso del cliente y la confianza entre consumidores jóvenes. Se utilizó una encuesta en línea para encuestar 380 consumidores. Se empleó el método cuantitativo. Los resultados muestran que el compromiso del cliente y la confianza influyen directamente en la recompra. También que el compromiso del cliente tiene un efecto directo en la generación de eWOM positivo. Los hallazgos sugieren que los minoristas deben conocer sus fortalezas para influir en el comportamiento del consumidor. La originalidad de esta investigación reside en que pocos estudios han explorado los efectos holísticos de la integración del cliente, el compromiso y la calidad de la confianza sobre el comportamiento del consumidor. Las limitaciones son el tipo de instrumento y aplicación en una única región.
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