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Inicio Investigaciones Europeas de Dirección y Economía de la Empresa EL PAPEL MODERADOR DE LA CULTURA EN LA GENERACION DE SATISFACCIÓN Y LEALTAD
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Vol. 17. Núm. 1.
Páginas 57-73 (enero - abril 2011)
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Vol. 17. Núm. 1.
Páginas 57-73 (enero - abril 2011)
Open Access
EL PAPEL MODERADOR DE LA CULTURA EN LA GENERACION DE SATISFACCIÓN Y LEALTAD
THE MODERATING ROLE OF CULTURE IN GENERATING SATISFACTION AND LOYALTY
Visitas
2864
Medina Molina Cayetanoa, Rufín Moreno Ramónb, Rey Moreno Manuelc
a Departamento de Administración de Empresas y Marketing, Universidad de Sevilla, Escuela Universitaria de Estudios Empresariales, Avda. San Francisco Javier, s/n, E-41018 SEVILLA España
b Departamento de Economía de la Empresa y Contabilidad, Universidad Nacional de Educación a Distancia, Facultad de Ciencias Económicas y Empresariales, Paseo Senda del Rey, 11, E-28040 MADRID España
c Centro Andaluz de Estudios Empresariales, Avda Leonardo da Vinci, 6, Ed. CEADE I, E-41092 SEVILLA España
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RESUMEN

El presente trabajo analiza las diferencias en el funcionamiento del modelo explicativo del desarrollo de satisfacción y lealtad por parte del turista entre dos grupos culturales distintos (individualistas con baja aversión a la incertidumbre, y colectivistas con alta aversión a la incertidumbre), así como la posible existencia de variables mediadoras y moderadoras en la relación entre satisfacción y lealtad. Específicamente, el modelo cognitivo-afectivo utilizado contempla el papel jugado por las expectativas ajustadas como mediadoras entre la satisfacción del consumidor y su lealtad. Los resultados obtenidos indican la existencia de diferencias relevantes en el comportamiento de los dos grupos culturales analizados.

CLASIFICACIÓN JEL:
M31
C31
Z13
PALABRAS CLAVE:
Expectativas Ajustadas
Grupos Culturales
Emociones
Satisfacción
Lealtad
ABSTRACT

The present research focuses on the differences that the tourists' belonging to two unlike cultural groups i.e., low uncertainty avoidance individualists versus high uncertainty avoidance collectivists imposes on the performance of the model explaining the generation of satisfaction and loyalty by tourists. The hypothetical effect of mediating or moderating variables on the relationship between satisfaction and loyalty is also addressed. Specifically the role of consumers' adjusted expectations as mediating the relationship between satisfaction and loyalty is included in the cognitive-affective explanatory model used in the research. Some results are found that show relevant differences in the behavior of the individuals pertaining to each of the groups considered.

JEL CLASSIFICATION:
M31
C31
Z13
KEY WORDS:
Adjusted Expectations
Cultural Groups
Emotions
Satisfaction
Loyalty
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