Comportamiento leal del consumidor en el contexto de la dermocosmética
Un estudio cuantitativo sobre la influencia de la satisfacción en los distintos formatos de distribución
DOI:
https://doi.org/10.65598/rps.6295Palabras clave:
Fidelización cliente, Satisfacción consumidor, Dermocosmética, Entorno de tienda, Calidad del servicio, Distribución minorista, Marketing relacionalResumen
Este estudio analiza los factores que determinan la fidelidad del consumidor en la adquisición de productos de dermocosmética y examina la influencia de la satisfacción generada por la interacción, el entorno de tienda y el resultado de la experiencia de compra en distintos formatos de distribución. Se aplicó una metodología cuantitativa mediante un cuestionario de 60 ítems, estructurado en tres dimensiones de la calidad del servicio, disponiendo de una muestra formada por 313 consumidores. Los datos se analizaron mediante el cálculo de medias, un análisis de varianza y una matriz de correlaciones. Los resultados muestran que la satisfacción vinculada al entorno de tienda presenta la mayor capacidad para favorecer la fidelidad, mientras la interacción con el personal obtiene una valoración elevada, aunque su dispersión reduce su relevancia explicativa. Por el contrario, las promociones, el precio, los programas de fidelización y el uso de bases de datos presentan efectos neutros o negativos. Se concluye que la fidelización en la distribución, en el contexto de la dermocosmética, depende principalmente de la experiencia física, funcional y operativa que ofrece el establecimiento.
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