TY - GEN
T1 - Lealtad de marca y calidad de servicio web en un E-Commerce de zapatería
T2 - 22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024
AU - Cruzado-Pulido, Lorena Liceth
AU - Rodríguez-Castillo, Pierina Andrea
AU - Paredes-León, Francisco
AU - Rodríguez-Castillo, María
N1 - Publisher Copyright:
© 2024 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2024
Y1 - 2024
N2 - Digital shopping in Peru increased dramatically after the COVID-19 pandemic. In this new context, brand loyalty and the quality of Internet services have become key factors for the development of businesses that are beginning to digitize their commercial and marketing operations, as is the case of shoe stores. The main objective of this work is to demonstrate that there is a positive and significant level of dependence between the study constructs. For this purpose, a structured questionnaire was applied to 245 regular users of an important shoe store in the city of Trujillo, Peru. The main findings show that both constructs are highly associated, and that changes in one affect the other in a reciprocal manner. In view of this, marketers should consider new strategies and digital management models that contribute to the development of local brands in the footwear retail industry.
AB - Digital shopping in Peru increased dramatically after the COVID-19 pandemic. In this new context, brand loyalty and the quality of Internet services have become key factors for the development of businesses that are beginning to digitize their commercial and marketing operations, as is the case of shoe stores. The main objective of this work is to demonstrate that there is a positive and significant level of dependence between the study constructs. For this purpose, a structured questionnaire was applied to 245 regular users of an important shoe store in the city of Trujillo, Peru. The main findings show that both constructs are highly associated, and that changes in one affect the other in a reciprocal manner. In view of this, marketers should consider new strategies and digital management models that contribute to the development of local brands in the footwear retail industry.
KW - Brand Loyalty
KW - Digital Users
KW - E-Commerce
KW - Shopping Experience
KW - Web Service Quality
UR - http://www.scopus.com/inward/record.url?scp=85203799717&partnerID=8YFLogxK
U2 - 10.18687/LACCEI2024.1.1.578
DO - 10.18687/LACCEI2024.1.1.578
M3 - Contribución a la conferencia
AN - SCOPUS:85203799717
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology
Y2 - 17 July 2024 through 19 July 2024
ER -