Tesis Doctoral 'José Ramón Sarmiento'

8/18/2019 Tesis Doctoral 'José Ramón Sarmiento'

1/854

U R J C

D E E

T D

ESTUDIO EMPRICO DE LOS ANTECEDENTES CONSECUENTES DE LACALIDAD DE LA RELACIN EN LOS SITIOS WEB DE VIAJES

D:P. D. J E C

CD

P. D. A A

D:J R S G

M, 2014


2/854


3/854

F C J SC V

D. J E C, P T U R J C M, D E E ( C I M), D. A A, P U R J C M, D E E ( C I M), C

, D E P, T D MARKETING DERELACIONES EN LOS MEDIOS SOCIALES: ESTUDIO EMPRICO DE LOSANTECEDENTES CONSECUENTES DE LA CALIDAD DE LA RELACIN EN LOSSITIOS WEB DE VIAJES.

C , , D. A, , , , , , ,

, .

L , , .

, , M 17 2014.

F.: D. J E C F.: D. A A


4/854


5/854

A D

R A ( )

L L L

31.1 I 51.2 C 51.3 O 71.4 H 81.5 J 111.6 E 131.7 V 15

17

2.1 I 192.2 D M R 19 2.2.1 D 192.2.2 D 20

2.3 F M R 362.3.1 F 37

2.3.1.1 L C S, P P 382.3.1.2 L C E 402.3.1.3 L C J 412.3.1.4 C P O 412.3.1.5 C C 42

2.3.2 F 442.3.2.1 D M T M R 442.3.2.2 M I 512.3.2.3 M C 512.3.2.4 M S 522.3.2.5 D M M D 532.3.2.6 L M 53

2.3.3 F 552.3.3.1 A E N 572.3.3.2 A R U 68

2.3.3.3 A G IMP 752.3.3.4 A A 78


6/854

2.3.3.5 A C (GUANXI) 82

2.4 L 84

2.4.1 C ? 862.4.2 E 87

2.4.3 T 91

2.4.3.1 L 922.4.3.2 L 932.4.3.3 L 942.4.3.4 L 96

2.4.4.5 L (RMC) 1002.4.4.5.1 L B2B 106

2.4.4.5.2 L B2C/C2B 1072.4.4.5.3 L C2C 107

2.5 L M S 109

2.5.1 T M S 1122.5.1.1 P 114

2.5.1.2 B 1142.5.1.3 F 115

2.5.1.4 C 116

2.5.1.5 R 1162.5.1.6 J 118

2.5.1.7 M 118

2.5.2 E M R M S 1192.6 L 123

2.6.1 L 1232.6.1.1 L 130

2.6.1.2 L 1372.6.2 L 147

2.6.2.1 D 147

2.6.2.2 D 155

2.6.2.2.1 L 166

2.6.2.2.2 L 1722.6.2.2.3 L 1752.6.2.2.4 L 185

2.6.2.2.5 E 190

2.6.2.2.6 E 198

2.6.3 L 1992.6.3.1 L 2002.6.3.2 L 208

2.6.4 R 2172.6.4.1 R 217

2.6.4.2 M 2182.6.4.3 R 237

2.6.4.4 F 238

2.7 L 2402.7.1 E M R 244

2.7.2 E 245


7/854

251

3.1 I 2533.2 P 2583.3 M 264

269 4.1 I 271

4.1.1 M M 2714.1.2 Q ? 2734.1.3 E 276

4.1.3.1 E 2764.1.3.2 E 278

4.2 D 2794.2.1 E 2814.2.2 C 2844.2.3 T 284

4.2.3.1 I 2854.2.3.2 I 2864.2.3.3 I 287

4.2.4 T : 2884.3 F 289

4.3.1 F 2894.3.2 F 290

4.4 T : 2934.4.1 T 2944.4.1.1 E 2954.4.1.2 E 2954.4.1.3 E 2954.4.1.4 E 2954.4.1.5 E 296

4.4.2 T : 2964.4.3 D 299

4.4.3.1 I 3004.4.3.2 E 3074.4.3.3 C 3094.4.3.4 P 3104.4.3.5 T : 311

4.5 D 3134.5.1 D 3134.5.2 D 3144.5.3 T 315

4.5.4 M 3164.5.4.1 M 3174.5.4.2 M 318

4.5.5 F 3194.6 P 320


8/854

4.6.1 A 3204.6.2 A 320

323

5.1 I 3255.2 A 325

5.2.1. U 3255.2.2 A 3395.2.3 P 3595.2.4 C 362

5.3. A 3645.3.1 A 3655.3.2 A 369

5.3.2.1 U 3705.3.2.2 A 5325.3.2.3 P 6195.3.2.4 C P 648

5.4 C 687

6996.1 I 7016.2 C 7016.3 C 704

6.4 A 7086.5 L 7106.6 L 711

713 B1. B 715W1. W 777

779

783A1. CA2. F A3. QA4. C A5. P ()


9/854


10/854


11/854

E , . C ,

. C . XXII D Q: D , D .

P , .

E , D T, D. D. J EC , , . L CD, D. A A. G ; J D, : N , .

E , , . C A F, "N ". A N, .

E , D G ESERP BUSINESS SCHOOL M,D. M B C, . C T H,C T , .

, , , D. C MI, D D E E URJC; D.M S M, C C I M (E) U A; D. F N,P. T D F I C: UDI M UAM; D. P R L, P. T D E E URJC.

G .


12/854


13/854

F C J SC V

D. J R S G, , T D C J S U R J C M (URJC) . L ,

.

M, 17 2014

F.:

D. J R S G


14/854


15/854

E M R ; , . P,

. A , , , , , , , (P M, 1994:66; B M, 1999).

E M R (, , ,, .). D , , , . A , , , , , , , , , , , , , .

N . E , M S, . E , . , , , .

L (TIC) M, , M R, . H , , , (), (). E , , , , , ( ). E ; () ();

.


16/854

P , . A . E , (MS)

. T , , , M R .

D , M , : P , 576 E . L M .


17/854

T R M ; , . S,

. T , " , , , , , , "(P M, 1994:66; B M, 1999).

T R M (, , , , .).T ,, , . A , , , , , , , , , , , , , .

O . T , , . A , . A, , , .

T (IT) , , , . M , , , (), ().T , , ,, , ( ). T ; () (); .

T, . A


18/854

. I , ( ) . S , , ,

.

I , , : . I 576 S . T .


19/854


20/854


21/854

AMA A M AB2B B/ B2C B /

C2B CC2C CCIM C I MCRM C R MDM D MDM D MMD M DIM I MTIC T IMP I M P GLDS L MR M RROI R MD M CV C IT I WOM W UGC U SPSS S P S SLD L DERP E R P


22/854


23/854

T 2.1: T R M .............................. 20

T 2.2: R M R (19822013) ............................................................ ......................................................... 29

T 2.3: E M M .......................................................... ..... 49T 2.4: E C M ............................................. 54T 2.5: C ()

M R M T ............... 56T 2.6: E .............................................................. .......................... 90T 2.7: T ...................................................... .................................... 98T 2.8: T ....................................................... 103T 2.9: T /

/ ............................................................... 114T 2.10: E

M R .................................................... 121T 2.11: D S .............................................................. ............ 125T 2.12: P LDB LDS ......................................... 126T 2.13: L (PF)

(LDS) ................................................................................................. 129T 2.14: R .......... 142T 2.15: R .............. 150T 2.16: D (19872007) .................. 158T 2.17: D ......................................................... ............. 169

T 2.18: R ....................................................... ....................................................... 173T 2.19: D ............................................................. ............. 179T 2.20: D ............................................... 189T 2.21: R (19602008) ......... 194T 2.22: D .................................... 202T 2.23: P

............................................................................................................... 210T 2.24: R

................................................................................... 220T 2.25: P

(19992009) ........................................................ ............................................ 249

T 4.1: D ............................................................. ...... 274T 4.2: C ................................. 283T 4.3: C ................... 288T 4.4: P

............................................................................. 298

T 4.5: E ................. 298T 4.6: M .................................. 303


24/854

T 4.7: R .... 311T 4.8: E .................................... 311T 4.9: T ........................................... ....................... 316T 4.10: F ....................................................... ...... 319

T 5.1: C ? ..................... 326T 5.2: A

(, .)? ................................................... 327T 5.3: C

() ..................................................................................... 328T 5.4: C

( ) ....................................................................... 329T 5.5: C

( ) ............................................................................ 330T 5.6: C

( ) ........................................................................ 331T 5.7: C

( ) 332T 5.8: C

( ) ................................................................... 333T 5.9: C

( ) ................................................................ 334T 5.10: L ,

, , ? ................................................................................................................. 335T 5.11: I ...................... 336T 5.11: S ........................... 338T 5.12: E .................................... 339T 5.13: L ,

, , ....................................... 340T 5.14: E

...................................................................................................... 341T 5.15: C , ,

.................................................... 342T 5.16: A ,

......................................................................................... 343T 5.17: L ,

.................................... 344T 5.18: E .......................... 345T 5.19: S

.................. 346T 5.20: E

. ................................................... ............................................. 347T 5.21: E

............................................................................................................. 348T 5.22: L ........... 349


25/854

T 5.23: L , , ........................................... 350

T 5.24: E ........... 351T 5.25: L ,

. .............................. 352

T 5. 26: D .............. 353T 5.27: S ,

..................... 354T 5.28: S , ,

, . ...................................................................... 355T 5.29: S

.................................................................................................................. 356T 5.30: S , ,

, . ..................................................................... 357T 5.31: S

................................................................................................................. 358T 5.32: U .......................................................... ........................................... 359T 5.33: S .................................................... ............................................................ .... 360 T 5.34: N ........................................................ ........................................... 360T 5.36: E .................................................... ............................................................ .... 361T 5.37: R E (35

) ........................................................... ...................................................... 363T 5.38: R E (

). .............................................................. .................................. 364T 5.39: R E (

) ...................................................... 364

T 5.40: A . ............................................................ ............. 366T 5.41: A

2.0 367T 5.42: A .....

.............................................................................................................................. 368T 5.43: A

........................................................................ 368T 5.44: A

........................................................................ 368T 5.45: A

..................................................................................................... 369T 5.46: T . C

? * C ( ) ............................................. 370

T 5.47: P C. C ? * C ( ) ........................... 371

T 5.48: T . C ? * , .................................................................... 371


26/854

T 5.48: T . C ? * , 372

T 5.48: P C. C ? * ,

. ...................................................... 372T 5.49: T . C

? * , , , . ............................... 373

T 5.49: P C. C ? * , , , . ............................... 374

T 5.50: T . A (, , .)? *C ( )............................................................................. 374

T 5.51: P C. A (, , .)? *C ( )............................................................................. 375

T 5.52: T . A (, , .)? *C ( ) ............................................................ ............. 375

T 5.53: P C. A (, , .)? *

C ( ) ............................................................ ............. 376 T 5.54: T . A

(, , .)? * L , , , ................................................ 377

T 5.55: P C. A (, , .)? *L , , , ........................................ 377

T 5.56: T . A (, , .)?* , ...................................................... ............................................ 378

T 5.57: P C. A (, , .)?* , ...................................................................................................... 379

T 5.58: T . A (, , .)?* ...................................... 379


27/854

T 5.59: P C. A (, , .)?* ................................ 380

T 5.60: T . A (, , .)?*

........................................................ 380T 5.61: P C. A

(, , .)?* .................................................. 381

T 5.62: T . A (, , .)? *L , , ....................................... 381

T 5.63: P C. A (, , .)?*L , , ......................... 382

T 5.64: T . A (, , .)?* , . ..................... 382

T 5.65: P C. A (, , .)?*S , . ..................... 383

T 5.66: T . A

(, , .)?*S , , , . ...................................................................... 384

T 5.67: P C. A (, , .)?*S ,, , . ................................................ 384

T 5.68: T . A (, , .)?* . ................................................................................................................. 385

T 5.69: P C. A (, , .)?* .................................................................................................................. 386

T 5.70: T . A (, , .)?*S , , , . ...................................................................... 386

T 5.71: P C. A (, , .)?*

S , , , . ...................................................................... 387


28/854

T 5.72 T . A (, , .)?*S . ................................................................................................................. 387

T 5.73: P C. A

(, , .)?*S . ................................................................................................................. 388

T 5.74: T . C ()* E ................................................................... 389

T 5.75: P C. C ()* ................................................................... 390

T 5.76: T . C ()* E ................................................................................................................................... 390

T 5.77: P C. C ()* E . .................................................................................................................................. 391

T 5.78: T . C ()* A , . ..................................................................................................... 392

T 5.79: P C. C ()* A , . ..................................................................................................... 393

T 5.80: T . C ()* E . ................................. 394

T 5.80: P C. C ()* E . ..................................... 395

T 5.81: T . C ()* L . ........................................ 395

T 5.82: P C. C ()* L . ........................................ 396

T 5.83: T . C ()* E ......................................... 397

T 5.84: P C. C ()* E

398


29/854

T 5.85: T . C ()* S , , , . ...................................................................................................... 399

T 5.86: P C. C

()* S , , , . ..................................................... ............................................ 400

T 5.87: T . C ( )* C (). ............................................................ ............................................ 400

T 5.88: P C. C ( )* C (). ............................................................ ............................................ 401

T 5.89: T . C ( )* C ( )............................................................................................ 402

T 5.90: P C. C ( )* C ( )............................................................................................ 403

T 5.91: T . C ( )* C

( ) 403T 5.92: P C. C

( )* C ( ) 405

T 5.93: T . C ( )* L , , . ........................................................ ............. 405

T 5.94: P C. C ( )* L , , . ........................................................ ............. 406

T 5.95: T . C ( )* S ..................................................................................................................................... 407

T 5.96: P C. C ( )* S .......

.............................................................................................................................. 408


30/854

T 5.97: T . C ( )* S ..................................................................................................................................... 409

T 5.98: P C. C

( )* S ..................................................................................................................................... 410

T 5.99: T . C ( )* C ( ) ........................................................................................... 410

T 5.100: P C. C ( )* C ( ) ........................................................................................... 412

T 5.101: T . C ( )* C ( ) ........................................................................................ 412

T 5.102: P C. C ( )* C ( ) ........................................................................................ 413

T 5.103: T . ( )* C

( ) ............................................................ ....................... 414 T 5.104: P C. C

( )* C ( ) ............................................................ ....................... 415

T 5.105: T . C ( )* E ................................................................... 416

T 5.106: P C. C ( )* E ................................................................... 417

T 5.107: T . C ( )* L , ,, ........................................................... ... 417

T 5.108: P C. C ( )* L , ,, ........................................................... ... 419

T 5.109: T . C

( )* C


31/854

, , ......................................................... .................................. 419

T 5.110: P C. C ( )* C , ,

. ........................................................ .................................. 421T 5.111: T . C

( )* S ............................................. 421

T 5.112: P C. C ( )* S ............................................. 422

T 5.113: T . C ( )* E ........................................................................................................................................... 423

T 5.114: P C. C ( )* E ........................................................................................................................................... 424

T 5.115: T . C ( )* L ......................................... 425

T 5.116: P C. C

( )* L ......................................... 426T 5.117: T . C

( )* L , , ......................................................... ............. 426

T 5.118: P C C ( )* L , , ......................................................... ............. 428

T 5.119: T . C ( )* E ......................................... 428

T 5.120: P C. C ( )* E ......................................... 429

T 5.121: T . C ( )* L, ............................. 430

T 5.122: P C. C

( )* L


32/854

, ............................. 431

T 5.123: T . C ( )* D ................................. 432

T 5.124 P C. C ( )* D ...................................... 433

T 5.125: T . C ( )* S , ................................................. 433

T 5.126: P C. C ( )* S , ................................................. 434

T 5.127: T . C ( )* S , , , . ...................................................................... 435

T 5.128: P C. C ( )* S , , , . ...................................................................... 436

T 5.129: T . C ( )* S

.................................................................................................................................... 437T 5.130: P C. C

( )* S ................................................................................................................................... 438

T 5.131: T . C ( )* S , , , . ...................................................................... 439

T 5.132: P C. C ( )* S , , , . ..................................................................... 440

T 5.133: T . C ( )* S ................................................................................................................................... 440

T 5.134: P C. C ( )* S .....

.............................................................................................................................. 442


33/854

T 5.135: T . C ( )* C ( ) ........................................................................................ 442

T 5.136 P C. C

( )* C ( ) ....................................................................................... 443

T 5.137: T . C ( )* C ( ) .................................................................................. 444

T 5.138: P C. C ( )* C ( ) ................................................................................... 445

T 5.139: T . C ( )* L , ,, ........................................................... ... 445

T 5.140: P C. C ( )* L , ,, ........................................................... ... 446

T 5.141: T . C ( )* C

, , ...................................................................... 447T 5.142: P C. C

( ) * C , , ...................................................................... 448

T 5.143: T . C ( ) * S ............................................. 449

T 5.144: P C. C ( ) * S ............................................. 450

T 5.145: T . C ( )* E .............. 451

T 5.146: P C. C ( ) * E .............. 452

T 5.147: T . C

( ) * L .................................... 452


34/854

T 5.148: P C. C ( ) * L .................................... 453

T 5.149: T . C ( ) * L

, , ......................................................... ............. 453

T 5.150: P C. C ( ) * L , , ......................................................... ............. 454

T 5.151: T . C ( ) * L, ............................. 455

T 5.152: P C. C ( ) *L, ............................. 455

T 5.153: T . C ( ) * D ..................................... 456

T 5.154: P C. C ( ) * D ...................................... 457

T 5.155: T . C

( ) * S .................................................................................................................................... 457

T 5.156: P C. C ( ) * S .................................................................................................................................... 458

T 5.157: T . C ( ) * S ................................................................................................................................... 459

T 5.158: P C. C ( ) * S ................................................................................................................................... 460

T 5.159: T . C ( )* ( ) .............................................................. ....................... 460

T 5.160: P C. C ( )*

( )....................................................................................... 460


35/854

T 5.161: T . C ( )* C ( ) .................................................................................. 461

T 5.162: P C. C

( )* C ( ) ................................................................................... 462

T 5.163: T . C ( )* E ............................................................. 462

T 5.164: P C. C ( )* E ............................................................. 463

T 5.165: T . C ( )* L , ,, ........................................................... ... 463

T 5.166: P C. C ( )* L , ,, ........................................................... ... 464

T 5.167: T . C ( )* C , , ...................................................................... 465

T 5.168: P C. C ( )* C , , ...................................................................... 465

T 5.169: T . C ( )* S ............................................. 466

T 5.170: P C. C ( )* S ............................................. 467

T 5.171: T . C ( )* E ..................................................................................................................................... 467

T 5.172: P C. C ( )* E 468

T 5.173: T . C ( )* L

.................................... 469


36/854

T 5.174: P C. C ( )* L .................................... 469

T 5.175: T . C ( )* L

, , ............................................ 470

T 5.176: P C. C ( )* L , , ............................................ 471

T 5.177: T . C ( )* L, ............................. 471

T 5.178: P C. C ( )* L, ............................. 472

T 5.179: T . C ( )* S , ...................... 472

T 5,180: P C. C ( )* S ,

...................... 473T 5.181: T . C ( )* S , , , . ...................................................................... 474

T 5.182: P C. C ( )* S , , , . ...................................................................... 474

T 5.183: T . C ( )* S , , , . ...................................................................... 475

T 5.184: P C. C ( )* S , , , . ...................................................................... 476

T 5.185: T . C ( )* S ................................................................................................................................... 476


37/854

T 5.186: P C. C ( )* S ................................................................................................................................... 477

T 5.187: T . C

( )* C ( ) ................................................................................... 478

T 5.188: P C. C ( )* C ( ) .................................................................................. 478

T 5.189: T . C ( )* L , , , ? ............ 479

T 5.190: P C. C ( )* L , , , ? ................................................................................................................................................. 479

T 5.191: T . C ( )* E .................................................... 480

T 5.192: P C. C ( )* E

.................................................... 481T 5.193: T . C ( )* L , ,, ........................................................... ... 481

T 5.194: P C. C ( )* L , ,, ........................................................... ... 482

T 5.195: T . C ( )* E .............................................................................................................. 482

T 5.196: P C. C ( )* E .................................................... ............................................. 483

T 5.197: T . C ( )* C , , ...................................................................... 484

T 5.198: P C. C ( )* C


38/854

, , ...................................................................... 484

T 5.199: T . C ( )* E ......................................... 485

T 5.200: P C. C ( )* E ......................................... 486

T 5.201: T . C ( )* L .................. 486

T 5.202: P C. C ( )* L .................. 487

T 5.203: T . C ( )* L , , ............................................ 488

T 5.204: P C. C ( )* L , , ............................................ 488

T 12.205: T . C ( )* E ................................ 489

T 5.206: P C. C

( )* E ................................ 489T 5.207: T . C

( )*L, ............................... 490

T 5.208: P C. C ( )*L, ............................... 491

T 5.209: T . C ( )* S , ...................... 491

T 5.210: P C. C ( )* S , ...................... 492

T 5.211: T . C ( )* S , ,

, . ...................................................................... 493


39/854

T 5.212: P C. C ( )* S , , , . ..................................................................... 493

T 5.213: T . C

( )* S .................................................................................................................................... 494

T 5.214: P C. C ( )* S .................................................................................................................................... 495

T 5.215: T . C ( )* S , , , . ...................................................................... 495

T 5.216: P C. C ( )* S , , , . ...................................................................... 496

T 5.217: T . C ( )* S ................................................................................................................................... 497

T 5.218: P C. C ( )* S

................................................................................................................................... 497T 5.219: T . C

( )* L , , , ? ...................................................................................................................................... 498

T 5.220: P C. C ( )* L , , , ? ...................................................................................................................................... 498

T 5.221: T . C ( )* E .................................................... 499

T 5.222: P C. C ( )* E .................................................... 500

T 5.223: T . C ( )* L ,

, , ................................................ 500


40/854

T 5.224: P C. C ( )* L , , , ................................................ 501

T 5.225: T . C

( )* E .............................................................................................................. 502

T 5.226: P C. C ( )* E .................................................... ............................................. 502

T 5.227: T . C ( )* C , , ...................................................................... 503

T 5.228: P C. C ( )* C , , ...................................................................... 504

T 5.229: T . C ( )* A , ...................................................... ............................................ 504

T 5.230: P C. C ( )* A

, ...................................................... ............................................ 505T 5.231: T . C

( )* E ......................................... 506

T 5.232: P C. C ( )* E ......................................... 506

T 5.233: T . C ( )* S ............................................. 507

T 5.234: P C. C ( )* S ............................................. 507

T 5.235: T . C ( )* L .................. 508

T 5.236: P C. C ( )* L

.................. 508


41/854


42/854

T 5.250: P C. I * L , , , 518

T 5.251: T . I * E

..................................................... ... 519T 5.252: P C. I

* E ..................................................... ... 519

T 5.253: T . I * C , , ......................... 520

T 5.254: P C. I * C , , ......................... 521

T 2.255: T . I * A , .................................................................... 521

T 5.256: P C. I * A , ....................................................... 522

T 5.257: T . I * E ............................................................................................................. 523

T 5.258: P C. I * E

............................................................................................................. 523T 5.259: T . I * E .............................................................................................................................................. 524

T 5.260: P C. I * E .................................................................................................................................. 525

T 5.261: T . I * S .................................................................................................................................................... 525

T 5.262: P C. I * S ................................................................................................................................... 526

T 5.263: T . I * E ........................................................ .................................. 527

T 5.264: P C. I * E ........................................................ ............. 527


43/854

T 5.265: T . I * L , , ......................... 528

T 5.266: P C. I * L ,

, .............. 529T 5.267: T . I

* L , .......................................................................................................................................................... 530

T 5.268: P C. I * L , ............................................................................................................................... 530

T 5.269: T . I * S , ........... 531

T 5.270: P C. I * S , .................................................................................................................. 532

T 5.271: T . E * L .................................................................................................................. 532

T 5.272: P C. E * L

.................................................................................................................. 533T 5.273: T . E * L , , .............. 534

T 5.274: P C. E * L , , .............. 534

T 5.275: T . E * E ............................................................................................................. 535

T 5.276: P C. E * E ............................................................................................................. 536

T 5.277: T . E * D ............................................................................................................................... 536

T 5.278: P C. E * D .............................................................................................................................. 537

T 5.279: T . E * S ,

..... 538


44/854

T 5.280: P C. E * S , ..... 538

T 5.281: T . E * L

......................................... 539T 5.282: P C. E

* L ......................................... 540

T 5.283: T . E * E ......................................... 540

T 5.284: P C. E * E ......................................... 541

T 5.285: T . E * D ...................................... 542

T 5.286: P C. E * D ...................................... 542

T 5.287: T . A , * L .......................................................... 543

T 5.288: P C. A , * L

.......................................................... 544T 5.289: T . A , * L , , ......................................................... ............. 544

T 5.290: P C. A , * L , , ......................................................... ............. 545

T 5.291: T . A , * E ........................................................ 546

T 5.292: P C. A , * E ........................................................ 546

T 5.293: T . A , * D ...................................................... ... 547

T 5.294: P C. A , * D ...................................................... ... 548

T 5.295: T . A , * S


45/854

, .............................................................. ... 548

T 5.296: P C. A , * S ,

.............................................................. ... 549T 5.297: T . E

* L . ................................................................................................................. 550

T 5.298: P C. E * L . ................................................................................................................. 550

T 5.299: T . E * L , , .............. 551

T 5.300: P C. E * L , , .............. 551

T 5.301: T . E * E ............................................................................................................. 552

T 5.302: P C. E * E ............................................................................................................. 553

T 5.303: T . E * L ,

.................................................................................................................. 553T 5.304: P C. E

* L , .................................................................................................................. 554

T 5.305: T . E * D .......................................................................................................... 555

T 5.306: P C. E * D .......................................................................................................... 555

T 5.307: T . E * L ....................................................... .................................. 556

T 5.308: P C. E * L ....................................................... .................................. 556

T 5.309: T . E * L , ,

............................................................ ...................................................... 557


46/854

T 5.310: P C. E * L , , ................................................................................................................... 558

T 5.311: T . E

*E ................................................................................. 558

T 5.312: P C. E *E ........................................................... ....................... 559

T 5.313: T . E * L , ............................................................................................................ 560

T 5.314: P C. E * L , ..................................................... ............................................ 560

T 5.315: T . E * D ......................................................... ................................. 561

T 5.316: P C. E * D ......................................................... ................................. 562

T 5.317: T . E * S ,

....................................................... ............................................ 562T 5.318: P C. E

* S , ....................................................... ............................................ 563

T 5.319: T . L , , , * L .................................................................................................................. 564

T 5.320: P C. L , , , * L .................................................................................................................. 564

T 5.321: T . L , , , * L , , .............. 565

T 5.322: P C. L , , , * L ,

, .............. 566


47/854

T 5.323: T . L , , , * L , ........... 567

T 5.324: P C. L

, , , * L , ........... 567

T 5.325: T . L , , , * S , ..... 568

T 5.326: P C. L , , , * S , ..... 569

T 5.327: T . C , , * L .................. 570

T 5.328: P C. C , , * L ........................................................................................................................................................ 570

T 5.329: T . C , , * L ,

, ............................................ 571T 5.330: P C. C , , * L , , ............................................ 572

T 5.331: T . C , , * L, ............................. 572

T 5.332: P C. C , , * L, ............................. 573

T 5.333: T . C , , * S , ...................... 574

T 5.334: P C. C , , * S , ...................... 574


48/854

T 5.335: T . E * L ............................................................................................................ 575

T 5.336: P C. E * L

....................................................... .................................. 576T 5.337: T . E

* E ............................................................................................................. 576

T 5.338: P C. E * E ........................................................... ....................... 577

T5.339: T . E * D .......................................................................................................... 578

T 5.340: P C. E * D . ....................................................... .................................. 578

T 5.341: T . S * L , , . ........................ 579

T 5.342: P C. S * L , , ......................... 580

T 5.343: T . S * L , ...................... 580

T 5.344: P C. S * L , ............................................................................................................................................................ 581

T 5.345: T . S * S , ........... 582

T 5.346: P C. S * S , ........... 583

T 5.347: T . E * L .................................................... ........................ 583

T 5.348: P C. E

* L ......................................... 584


49/854

T 5.349: T . E * L , , .............................................................. ................................. 585

T 5.350: P C. E

* L , , ......................................................... ............. 585

T 5.351: T . E *E ........................................................... ....................... 586

T 5.352: P C. E *E ........................................................ 587

T 5.353: T . E * L , ......................................................... ....................... 587

T 5.354: P C. E * L , ......................................................... 588

T 5.355: T . E * D .......................................................... ............. 589

T 5.356: P C. E

* D ...................................................... ... 589T 5.357: T . E

* S , .............................................................. ... 590

T 5.358: P C. E * S , .............................................................. ... 591

T 5.359: T . L * S , , , . ............................... 591

T 3.360: P C. L * S , , , . ............................... 592

T 5.361: T . L * S , , , . ............................... 593

T 5.362: P C. L * S

, , , . ...................... 593


50/854


51/854

T 5.376: P C. L , * S ,, , . ............................................... 603

T 5.377: T . L ,

* S ....................................................... ............................................ 604

T 5.378: P C. L , * S ....................................................... ............................................ 604

T 5.379: T . L , * S ,, , . ............................................... 605

T 5.380: P C. L , * S ,, , . ................................................ 606

T 5.381: T . L , * S ....................................................... ............................................ 607

T 5.382: P C. L ,

* S ....................................................... ............................................ 607T 5.383: T . D

* S , , , . .............................. 608

T 5.384: P C. D * S , , , . ............................... 609

T 5.385: T . D * S ..................................................... .................................. 609

T 5.386: P C. D * S ........................................................ ........................ 610

T 5.387: T . D * S , , , . .............................. 611

T 5.388: P C. D * S , , , . ....................... 611

T 5.389: T . D

* S ...................................................................................... 612


52/854

T 5.390: P C. D * S ......................................................... ....................... 612

T 5.391: T . S ,

*S ,, , . ................................................ 613

T 5.392: P C. S , *S , , , . ............................... 615

T 5.393: T . S , * S ....................................................... ............................................ 615

T 5.394: P C. S , * S ..................................................... .................................. 615

T 5.395: T . S , * S ,, , . ................................................ 616

T 5.396: P C. S , * S

, , , . .............................. 617T 5.397: T . S , *S ....................................................... ............................................ 617

T 5.398: P C. S , *S ..................................................... .................................. 618

T 5.399: T . U * C () .................................................................................................. 619

T 5.400: P C. U * C () ....................................................... ............................................ 620

T 5.401: T . U * C , , ............................................................................................................. 620

T 5.402: P C. U * C , , . ............................................................................................... 621

T 5.403: T . U * L .......................................................... 621


53/854

T 5.404: P C . U * L .......................................................... 622

T 5.405: T . U * D ......................................................................... 622

T 5.406: P C U * D

...................................................... ... 623T 5.407: T . S * C

( ) ................... 624T 5.408: P C S * C

( ) ................................................................................................................................................. 624

T 5.409: T . S * C ( ) ............... 625

T 5.410: P C . S * C ( ) ...... 626

T 5.411: T . S * C ( )............ 626

T 5.412: P C. S * C ( ) ... 627

T 5.413: T S * C ( ) . 627

T 5.414: P C . S * C ( ) ... 628

T 5.415: T . S * C ( ) ........................................................................................................................................... 628

T 5.416: P C. S * C ( )629T 5.417: T . S * L

, , , . ......................................................................................................... 629

T 5.418: P C. S * L , , , . ..................................................... ............................................ 630

T 5.419: T . S * A , ......................... 230

T 5.420: P C. S * A , ......................... 631

T 5.421: T . S * E ........................................................................ 632

T 5.422: P C. S * E . ....................................................................... 632

T 5.423: T . S * E . ..................................................... 633

T 5.424: P C. S * E . ....................................................... 633

T 5.425: T . S * L

.................................................................................... 634


54/854

T 5.426: P C. S * L .................................................... ........................ 634

T 5.427 T . S * L , , .................................................................................................................... 635

T 5.428: P C. S * L , , . ............................................................................................. 636

T 5.429: T . S * S , , , . .... 636

T 5.430: P C. S * S , , , . ... 637

T 5.431: T . S * S , , , .... 637

T 5.432: P C. S * S , , , .... 638

T 5.433: T . N* S ............................ 639

T 5.434: P C. N* S ............................ 639

T 5.435: T . E*C ? ..................................................... ............................................ 640

T 5.436: P C. E*C ? .............................................................. ....................... 641

T 5.437: T . E* C () ........................... 641

T 5.438: P C. E* C () ................... 642T 5.439: T . E*

.......................................................................................... 642T 5.440: P C. E*

.......................................................................................... 643T 5.441: T . E* E

.............................................................. 644T 5.442: P C. E* E

........................................................ 645T 5.444: T . E*

....................................................... .................................. 646T 5.445: P C. E*

.................................................... ........................ 646T 5.446: T . E* E

................................................................................. 647T 5.447: P C. E* E

.......................................................... ........................ 648 T 5.448: T P ........................................................ 650T 5.449: M ................................................ 688T 5.450: F

, 2.0, ,


55/854

, , . ......................... 688

T 5.451: I P. ............................... 689T 5.452: R P

............................................................................................................ 690

T 5.453: R P. ......................... 693

T 5.454: R ............................................ 695


56/854


57/854

F 2.1: L ()

() ............................................................ ................ 26F 2.2: C B (1954)

M MC (1960) .................................................. 46F 2.3: L M R ................................................... 50F 2.4: L M R ................................................. 60 F 2.5: L (T

D) ................................................................................. .................................... 61F 2.6: T ............................................................ ......... 75F 2.7: T R M H (1994) ........................... 80F 2.8: D ......................... 81

F 2.9: A M R ......................................................... 83

F 2.10: R ........................................................ 95F 2.11: L ..... 97F 2.12: T ........................................................ ............ 103F 2.13: M C M ................. 105

F 2.14: L ....................................................... ....................... 108F 2.15: CS1: M (G, 1984) ...... 133F 2.16: M GAP .......................................................... ........................................... 134F 2.17: M SERVQUAL ...................................................... ................................. 136

F 2.18: M ............................................ 137F 2.19: D ................................................... 154

F 2.20: L ......................................................................................... ...... 176

F 2.21: L ................................................................................................................. 203

F 2.22: L ....................................... 206F 2.23: M

........................................................ ... 207F 2.24: P

............................................................................................................... 214

F 2.25: S ............................................ 240

F 2.26: E M R .................................................................................................................. 245

F 3.1: E I ........................................................ .................................. 257

F 3.2: M ... 265


58/854

F 4.1: F ............................... 280F 4.2: E .................................. 282F 4.3: T .......................................................... 285

F 4.4: C ............................................. 297F 4.5: P ...................................................... 300F 4.6: U C A ........... 314F 4.7: A C M ..................... 314

F 5.1: C ? ...................... 326F 5.2: A

(, .)? ................................................... 327F 5.3: C

() ............................................................... ....................... 328F 5.4: C

( ) ....................................................................... 329F 5.5: C

( )............................................................................. 330F 5.6: C

( ) ............................................................ ....................... 331F 5.7: C

( ) ..................................................................... 332

F 5.8: C ( ) ....................................................... ............. 333F 5.9: C

( ) ................................................................ 334F 5.10: L ,

, , ? .................................................................................................................. 335

F 5.11: I ...................... 336F 5.12: E ..................................... 338F 5.13: L ,

, , . ....................................... 340F 5.14: E

..................................................................................................... 341F 5.15: C , ,

.................................................... 342F 5.16: A ,

......................................................................................... 343F 5.17: L ,

................................... 344F 5.18: E . ......................... 345F 5.19: S

.................. 346


59/854

F 5.20: E ..................................................... ............................................ 348

F 5.21: E ............................................................................................................. 349

F 5.22: L . ........... 350

F 5.23: L , , ........................................... 351

F 5.24: E ........... 352F 5.25: L ,

. .............................. 353F 5. 26: D . ............. 354F 5.27: S ,

..................... 355F 5.28: S , ,

, . ...................................................................... 356F 5.29: S

.................................................................................................................. 357F 5.30: S , ,

, . ...................................................................... 358F 5.31: S

. ................................................................................................................. 359F 5.32: U .......................................................... ........................................... 359F 5.33: S .................................................... ............................................................ .... 360 F 5.34: N ........................................................ ........................................... 360F 5.35: N ........................................... 361F 5.35: E .................................................... ............................................................ .... 362

F 5.36: C ? * C ( ) ........................................................................................ 371

F 5.37: C ? * , ...................................................................................................... 372

F 5.38: C ? * , , , . ...................................................................... 373

F 5.39: A (, , .)? * C () ............................................................. ............................................ 374

F 5.40: A (, , .)? * C ( ) ........................................................................................... 376

F 5.41: A (, , .)? * L , ,, ........................................................... ... 377


60/854

F 5.42: A (, , .)?*A , ..................................... 378

F 5.43: A (, , .)?* E

........................................................................ 379 F 5.44: A

(, , .)?* E ................................................................................................ ..... 380

F 5.45: A (, , .)? *L , , ......................................................... ............. 382

F 5.46: A (, , .)?* , . ............................................................. ... 383

F 5.47: A (, , .)?* S , , , . ...................................................................................................... 384

F 5.47: A (, , .)?* S . ........................... 385

F 5.48: A (, , .)?* S

, , , . ...................................................................................................... 387F 5.49: A

(, , .)?* S . .......................... 388

F 5.50: C ()* E ................................................................................................................................ 389

F 5.51: C ()* E ..................................................... ... 391

F 5.52: C ()* A , . ........................................ 393

F 5.53: C ()* E . ............................................................. ................................. 394

F 5.54: C ()* L . ...................................................... ............................................ 396

F 5.55: C

()* E ......................................................... ............................................ 397


61/854

F 5.56: C ()* S , , , . ....................... 399

F 5.57: C ( )* C

( ). .................. 401 F 5.58: C

( )* C ( ). .............. 402

F 5.59: C ( )* C ( ) 404

F 5.60: C ( )* L , , .................................................................................................................... 406

F 5.61: C ( )* S . ..................................................... 407

F 5.62: C ( )* S . ..................................................... 409

F 5.63: C ( )* C ( ) ...................... 411

F 5.64: C

( )* C ( ) .................. 413F 5.65: C

( )* C ( ). ............ 415

F 5.66: C ( )* E ...................................................... ...................................................... 416

F 5.66: C ( )* L , , , ..................................................... ...................................................... 418

F 5.67: C ( )* C , , ...... 420

F 5.68: C ( )* S .................................................................................................................. 422

F 5.69: C ( )* E

..................................... 424


62/854

F 5.70: C ( )* L ....................................................... .................................. 425

F 5.71: C ( )* L ,

, ................................................................................................................... 427

F 5.72: C ( )* E ........................................................... ....................... 429

F 5.73: C ( )* L , .................................................................................................................. 430

F 5.74: C ( )* D ........................................................ .................................. 432

F 5.75: C ( )* S , ....................................................... ............................................ 434

F 5.76: C ( )* S , , , . .... 436

F 5.77: C ( )* S

...................................................... 437F 5.78: C ( )* S , , , .... 439

F 5.79: C ( )* S ..................................................... 441

F 5.80: C ( )* C ( )............ 443

F 5.81: C ( )* C ( ) ...... 444

F 5.82: C ( )* L , , , ..................................................... ...................................................... 446

F 5.83: C ( )* C , , ............................................................................................................. 448

F 5.84: C ( )* C ,


63/854

, ............................................................................................................. 450

F 5.85: C ( )* E .............................................................. 451

F 5.86: U * C ( ) ......................................... 619

F 5.87: U * C , , ......................... 621

F 5.88: U * L .................................................................................................................. 622

F 5.89: U * D .......................................................................................................... 623

F 5.90: S * C ( ) ....................................................... 624

F 5.91: S * C ( ) ................................................... 625

F 5.92: S * C ( ) ............................................... 626

F 5.93: S * C ( ) ................................................ 627

F 5.94: S * C ( ) ......................................... 628

F 5.95: S * L , , , ............................. 630

F 5.96: S * A ,

.................................................................... 631F 5.97: S * E ................................................................................................................................ 632

F 5.98: S * E . ................................................... ............................................. 633

F 5.99: S * L .................................................................................................................................... 634

F 5.100: S * L , , . ........................ 635

F 5.101: S * S ,, , . ................................................ 636

F 5.102: S * S ,, , . ................................................ 638

F 5.103: N* S ..................................................... .................................. 639

F 5.104: E*C ? .......... 640F 5.105: E* C

()................................................................. 642F 5.106: E* I ......... 643F 5.107: E* E

.................................................... ............................................. 645

F 5.108: E*L ..................................................................................................................................... 646


64/854

F 5.109: E* E ....................................................................................................................................... 647

F 5.110: M ...................................................................................................................................... 694


65/854

PARTE I

MARCO TERICO


66/854

2


67/854

3

CAPTULO 1

PLANTEAMIENTODE LA

INVESTIGACIN

Concretar una venta esimportante, pero lograr la fidelidad de

los clientes es vital

Sa Ra


68/854

4


69/854

5

1.1 INTRODUCCIN

En esta parte introductoria se pretende ofrecer, por un lado, una visinsinttica del planteamiento del problema y los objetivos de este trabajo de

investigacin para llevarlo a cabo. Y, por otro lado, presentar su estructura,

viabilidad y lmites. El objetivo ltimo es, por tanto, aportar al lector una visinpreliminar del trabajo desarrollado.

1.2 CONTEXTO Y PLANTEAMIENTO DEL PROBLEMA

Las empresas tursticas online no solo compiten en el mercado fsico

(marketplace), sino tambin en el mercado virtual (marketspace). Por un lado, lasempresas del sector turstico se encuentran en las primeras posiciones en cuanto a

la adopcin de las tecnologas de la informacin y de la comunicacin (TIC) en

comparacin con las empresas que operan en otros sectores econmicos. Por otrolado, las preferencias de los usuarios acerca de los productos o servicios, ya sea en

el mercado fsico o ya sea en el virtual, han dejado de basarse nicamente en lainformacin proporcionada por los establecimientos o sitios web corporativos. Con

la llegada de los Medios Sociales, los usuarios forman sus actitudes y desarrollan su

comportamiento con base en otros insumos que aportan estas aplicacionestecnolgicas.

El problema principal que identificamos radica en que la mayora de las

tecnologas (Sitios web corporativos, CRM, ERP, etc.) que adoptan las empresas

est controladas por ellas mismas; sin embargo, los Medios Sociales proporcionan

mayor independencia en la toma de decisiones y es la ran por la que lasempresas temen perder el control que hasta ahora haban mantenido.

Los consumidores poseen hoy ms poder que las propias marcas y, para

competir con el bajo coste, hay que disponer de una oferta para cada usuario. Nohace mucho, Kotler afirm que lo analgico ya estaba acabado, pero que debemos

abraar los digital poco a poco.

Durante las ltimas dcadas, se ha reconocido la importancia de los

enfoques empresariales orientados hacia el servicio en el que la intangibilidad, los

procesos de cambio y las relaciones son fundamentales. Por ello, las empresasdeben reconocer y tener en cuenta a los consumidores como participantes activosy coproductores en este proceso de Mrketing.


70/854

6


71/854

7

1.3 OBJETIVOS

El objetivo principal y general de esta investigacin es realiar un anlisiscomparativo entre los sitios web corporativos, entenida como una herramienta demarketing controlada por la empresa, y los Medios sociales, controlados por los

usuarios. Para realiar este anlisis comparartivo, hemos de identificar lasdimensiones que determinan la calidad de la relacin con los usuarios y as poderencontrar la herramienta ms adecuada. Este anlisis permitir dar cuenta de lossiguientes objetivos especficos:

1) Referente al estudio de las relaciones mediadas por computadora (RMC):

Revisar los principales tipos de relaciones analgicas y diferencialasrespecto de las relaciones mediadas por computadora (RMC).

Identificar los diferentes tipos de intercambio de informacin que sepueden dar dentro de las relaciones mediadas por computadora (RMC).

Determinar los diferentes tipos de Medios Sociales con los que se puedengestionar las relaciones mediadas por computadora (RMC).

2) Referente al estudio de la calidad de servicio online:

Dar cuenta de las distintas caractersticas de los sitios web corporativos ylos Medios Sociales que permitan analiar la calidad del servicio online.

3) Referente a la calidad de la relacin online:

Estudiar los distintos modelos de investigacin de los antecedentes yconsecuentes de la calidad de la relacin.

Determinar las dimensiones que permitan dar cuenta de la calidad de larelacin online.

4) Referente al comportamiento del usuario:

Estudiar los distintos aspectos de la comunicacin bocaodo ycomunicacin bocaodo online positiva y negativa como comportamientodel usuario.

5) Referente a los sitios web de viajes:

Determinar los diferentes tipos de sitios web de viajes existentes en elentorno online.


72/854

8


73/854

9

1.4 HIPTESIS

En el captulo 3, platearemos un modelo de investigacin que nos permitedar cuenta de las dimensiones que hay que analiar y que aparecen estructuradas

de la siguiente forma: las caractersticas de los sitios web y sitios web 2.0,

entendidas como antecedentes de la relacin; la confiana, la satisfaccin y elcompormiso online, como dimensiones de la calidad de la relacin; y, la

comunicacin bocaodo y bocaodo online, como comportamiento del usuario.A partir del estudio de estas dimensiones, hemos ideado y propuesto un modelo de

investigacin con el fin de dar cuenta de nuestro objetivo principal, esto es,

determinar qu herramienta (sitio web corporativo o Medios Sociales) es la ptimao ms adecuada para gestionar las relaciones con los usuarios y, al mimo tiempo,

validar las doce hiptesis formuladas:

H1 Las caractersticas del sitio web tienen un efecto positivo sobre la confiana

del usuario.

H2 Las caractersticas del sitio web 2.0 tienen un efecto positivo sobre la

confiana del usuario.

H3 Las caractersticas del sitio web tienen un efecto positivo sobre lasatisfaccin del usuario.

H4 Las caractersticas del sitio web 2.0 tienen un efecto positivo sobre la

satisfaccin del usuario.

H5 Las caractersticas del sitio web tienen un efecto positivo sobre elcompromiso online.

H6 Las caractersticas del sitio web 2.0 tienen un efecto positivo sobre elcompromiso online.

H7 La confiana online tiene un efecto positivo sobre la comunicacin bocaodo.

H8 La satisfaccin online tiene un efecto positivo sobre la comunicacinbocaodo.

H9 El compromiso online tiene un efecto positivo sobre la comunicacin

bocaodo.

H10 La confiana online tiene un efecto positivo sobre la comunicacin boca

odo online.

H11 La satisfaccin online tiene un efecto positivo sobre la comunicacinbocaodo online.

H12 El compromiso online tiene un efecto positivo sobre la comunicacinbocaodo online.


74/854

10


75/854

11

1.5 JUSTIFICACIN

Muchas y muy diversas son las motivaciones que se pueden aducir parajustificar el por qu o el para qu de la presente investigacin o ambas cosas:

En primer lugar, hemos de subrayar la relevancia que estn adquiriendo losMedios Sociales y la necesidad de identificar y clasificar los diferentes tipos deaplicaciones e instrumentos pertenecientes a los Medios Sociales en un entornoempresarial. Pues esto proporcionar una base conceptual y emprica msadecuada y diferenciada para abordarlos, ya que en numerosas ocasio

Tesis Doctoral 'José Ramón Sarmiento'

Documents

Transcript of Tesis Doctoral 'José Ramón Sarmiento'