Modelo de lealtad a partir de un análisis de ecuaciones estructurales

Abstract

For a company, the relationship with its customers has always been important; therefore, different studies have proposed patterns to describe this association. In this search, the use of statistical models that allow establishing the way in which the different variables that determine the behavior of a customer interact has gained relevance. In addition, causality has also been analyzed and a cycle in purchasing behavior has been found; thus, the more loyal a customer is to a brand, the greater the degree of recommendation and repurchase towards it. Likewise, we have sought to establish the relationship between satisfaction and loyalty, since a high degree of satisfaction does not necessarily cause loyalty, nor does a high degree of loyalty cause satisfaction.