La imagen de la tienda en la satisfacción del cliente a través de la comunicación de boca a boca

Rodolfo Treviño; Sergio Guerra; Eloísa Treviño

doi:10.29105/rinn16.32-2

Autores/as

Rodolfo Treviño Universidad Autónoma de Nuevo León
Sergio Guerra Universidad Autónoma de Nuevo León
Eloísa Treviño University of Monterrey

DOI:

https://doi.org/10.29105/rinn16.32-2

Palabras clave:

Percepción del cliente, recomendación de la tienda, expectativa del cliente

Resumen

Conocer la percepción del cliente a través de la imagen de la empresa es importante para mantener una imagen positiva en la mente del consumidor y una ventaja competitiva para permanecer en el mercado. La imagen de la tienda crea una satisfacción lo que conduce a una recomendación positiva de boca a boca, siendo esta importante para retener clientes y atraer nuevos. La revisión de la literatura en estos temas de investigación es significativa, dado que el ser humano es cambiante en su forma de pensar; por lo tanto es importante que las tiendas tengan un monitoreo constante para mantenerse en el gusto del cliente. El objetivo del estudio se encamina a identificar los elementos que intervienen en la imagen de la tienda en la satisfacción del cliente a través de la comunicación de boca a boca. La metodología utilizada es la revisión de la literatura a través de bases de datos con contenido de estudios empíricos. Los resultados determinan que la imagen de la tienda lleva a una satisfacción del cliente a través de una comunicación de boca a boca, así mismo se encontró los elementos que intervienen en cada una de las categorías formando los constructos para investigaciones cuantitativas.

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