文章基本信息

标题：Actuación comercial, imagen y lealtad: aplicación al sector B2B de acceso a redes de telecomunicaciones
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作者：Mª del Mar García de los Salmones ; Ángel Herrero Crespo ; Ignacio Rodríguez del Bosque 等
期刊名称：Revista Innovar Journal Revista de Ciencias Administrativas y Sociales
印刷版ISSN：2248-6968
出版年度：2006
卷号：16
期号：27
页码：101-116
语种：Spanish
出版社：Universidad Nacional de Colombia - Sede Bogotá
摘要：The present work focuses on identifying the different dimensions of corporate behaviour so as to relate them to companies' perceived images and client loyalty. The literature dealing with corporate image was reviewed and a series of contrasting hypotheses proposed within the telecommunications' sector. This was tested by using an ordered probit model to see how a telecommunications' company was evaluated by its client companies in terms of positively influencing perceptions about service, prices, personal attention and corporate strategy. Some of these variables lost their power to explain the above when included in a model of intention to change service provider, all factors related to service and price assuming special protagonism. Care must therefore be taken with such elements so that any company client loyalty strategy will work. Two different but comparable models were applied for determining those factors having the greatest weight in each case, as well as the existence of possible differences between factors determining image and loyalty towards services.
关键词：corporate image;loyalty;telecommunications sector;ordered probit models;imagen corporativa;lealtad;sector telecomunicaciones;modelos probit ordenados;Image corporative;loyauté;secteur des télécommunications;modèles probit ordonnés;Imagem corporativa;fidelidade;setor telecomunicações;modelos probit ordenados