Análisis del nivel de influencia de los factores determinantes en la recompra y el word of mouth positivo en el sector del transporte pesado
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Abstract
El transporte pesado, es un sector fundamental en el desarrollo de las empresas de un país, siendo esencial entender los elementos relacionados de sus servicios. Para ello, se procedió a analizar los factores que influyen en la recompra y el word of mouth positivo en el sector del transporte pesado internacional en la ciudad de Cochabamba. Por lo que, tal objetivo fue cumplido mediante el modelo propuesto por Molinari et al. (2008), a través de la aplicación de una encuesta a las empresas importadoras y exportadoras de la ciudad de Cochabamba, mismas que utilizan el servicio de transporte pesado. Una vez recabado los datos, estos fueron analizados en el programa Smart PLS para medir la relación de los constructos del modelo, mediante ecuaciones estructurales. Los resultados finales determinaron que los factores que influyen positivamente en la recompra son la satisfacción, la calidad y el valor del servicio, mientras que, el word of mouth positivo está influenciado por la satisfacción, la calidad, y la recompra del servicio.
Heavy transport is a fundamental sector in the development of a country's companies, being essential to understand the related elements of its services. For this, the factors influencing the repurchase and the positive word of mouth in the international heavy transport sector in the city of Cochabamba were analyzed. Therefore, this objective was met using the model proposed by Molinari et al. (2008), through the application of a survey to the import and export companies of the city of Cochabamba, which use the heavy transport service. Once the data was collected, they were analyzed in the Smart PLS program to measure the relationship of the model constructs, using structural equations. The final results determined that the factors that positively influence the repurchase are satisfaction, quality, and value of the service, while the positive word of mouth is influenced by satisfaction, quality, and repurchase of the service.
Heavy transport is a fundamental sector in the development of a country's companies, being essential to understand the related elements of its services. For this, the factors influencing the repurchase and the positive word of mouth in the international heavy transport sector in the city of Cochabamba were analyzed. Therefore, this objective was met using the model proposed by Molinari et al. (2008), through the application of a survey to the import and export companies of the city of Cochabamba, which use the heavy transport service. Once the data was collected, they were analyzed in the Smart PLS program to measure the relationship of the model constructs, using structural equations. The final results determined that the factors that positively influence the repurchase are satisfaction, quality, and value of the service, while the positive word of mouth is influenced by satisfaction, quality, and repurchase of the service.
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No. 46