Lealtad de marca y calidad de servicio web en un E-Commerce de zapatería: Una exploración empírica del consumidor digital peruano

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.