La calidad e innovación como factores de diferenciación para el comercio electrónico de ropa interior de una marca latinoamericana en España
The main objective of this study is to determine whether satisfaction in buying underwear online is preceded by product quality and innovation, two of the most differentiators and competitive aspects in this sector. It was proposed to make a small empirical model to test the impact on satisfaction,...
| Autor Principal: | Arroyo-Cañada, Francisco-Javier |
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| Otros Autores: | Sánchez-Torres, Javier, Solé-Moro, Maria-LLuïsa |
| Formato: | Artículo |
| Idioma: | spa |
| Publicado: |
Pontificia Universidad Católica del Perú
2017
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| Materias: | |
| Acceso en línea: |
http://revistas.pucp.edu.pe/index.php/contabilidadyNegocios/article/view/19349/19472 |
| Etiquetas: |
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| Sumario: |
The main objective of this study is to determine whether satisfaction in buying underwear online is preceded by product quality and innovation, two of the most differentiators and competitive aspects in this sector. It was proposed to make a small empirical model to test the impact on satisfaction, taking as a case study Leonisa.com the Colombian company, which operates in Europe through electronic commerce. It was found that the mixture of quality throughout the value chain can generate satisfaction and customer loyalty, so a strategic orientation towards quality and innovation in e-commerce can maintain and positioning the company in a very competitive market. |
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