Electronic word-of-mouth associated with customer loyalty in the Peruvian tourism sector
Resumen
This research proposes to determine the relationship between electronic word of mouth and customer loyalty in a company in the Peruvian tourism sector. A basic, quantitative, correlational, non-experimental and cross-sectional study was carried out; the sample corresponded to 384 tourists. Spearman's rho correlation was applied for categorical data. Among the results, the existence of a positive and significant correlation of credibility (rho=0.722), information quality (rho=0.744), trust (rho=0.727) and perceived usefulness (rho=0.723) with the loyalty of the clients stands out. customers. It is concluded that electronic word of mouth is moderately associated with loyalty, making it an efficient alternative to increase the intention and loyalty of visitors to tourist sites.
Keywords: eWOM, tourism, loyalty, digital media, information.
RESUMEN
Esta investigación propone determinar la relación entre el boca a boca electrónico y la lealtad de los clientes en una empresa del sector turístico peruano. Se realizó un estudio básico, cuantitativo, correlacional, no experimental y transversal; la muestra correspondió a 384 turistas. Se aplicó la correlación de rho de Spearman para datos categóricos. Entre los resultados se destaca la existencia de correlación positiva y significativa de la credibilidad (rho=0,722), calidad de información (rho=0,744), confianza (rho=0,727) y utilidad percibida (rho=0,723), con la lealtad de los clientes. Se concluye que el boca a boca electrónico se asocia moderadamente a la lealtad, por lo que es una alternativa eficiente para incrementar la intención y lealtad de visitantes a sitios turísticos.
Palabras clave: eWOM, turismo, fidelización, medios digitales;
información.
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DOI: http://dx.doi.org/10.4067/S0718-235X2023000100059
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