Fidelidad y valor percibido en los servicios de telecomunicaciones móviles en Colombia
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2024v22n41.10832Palabras clave:
lealtad, valor percibido, dimensiones de valor, telecomunicaciones móvilesResumen
Es fundamental que los operadores de telecomunicaciones implementen estrategias encaminadas a fidelizar a sus clientes para mejorar su desempeño financiero. Un factor clave que influye positivamente en la fidelidad del cliente es el valor percibido, que debe considerarse en las estrategias de marketing para fortalecer esta relación. Este estudio tiene como objetivo analizar la conexión entre la lealtad y el valor percibido entre los clientes de telecomunicaciones móviles en Colombia. La hipótesis propone una relación entre las dimensiones de valor y lealtad, a partir de una escala previamente desarrollada. Utilizando un enfoque metodológico que incluye 406 encuestas a usuarios de servicios móviles en Colombia, se verifica la relación entre estos constructos. Los resultados indican una relación positiva y directa entre la lealtad y el valor percibido en las cuatro dimensiones propuestas.
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