{"id":69570,"date":"2018-03-09T23:14:02","date_gmt":"2018-03-09T23:14:02","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/efecto-de-la-percepcion-de-los-atributos-y-beneficios-de-la-marca-de-energia-domestica-en-la-satisfaccion-y-lealtad-del-consumidor\/"},"modified":"2018-03-09T23:14:02","modified_gmt":"2018-03-09T23:14:02","slug":"efecto-de-la-percepcion-de-los-atributos-y-beneficios-de-la-marca-de-energia-domestica-en-la-satisfaccion-y-lealtad-del-consumidor","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/pais-vasco-euskal-herriko-unibertsitatea\/efecto-de-la-percepcion-de-los-atributos-y-beneficios-de-la-marca-de-energia-domestica-en-la-satisfaccion-y-lealtad-del-consumidor\/","title":{"rendered":"Efecto de la percepcion de los atributos y beneficios de la marca de energia domestica en la satisfaccion y lealtad del consumidor."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Vanesa Apaolaza Iba\u00f1ez <\/strong><\/h2>\n<p>Tras la reciente liberaci\u00f3n del mercado de energ\u00eda dom\u00e9stica, la estrategia comercial de las compa\u00f1\u00edas energ\u00e9ticas est\u00e1 experimentando una reorientaci\u00f3n hacia una mayor satisfacci\u00f3n y fidelizaci\u00f3n del cliente. El objetivo principal del presente trabajo consiste en la modelizaci\u00f3n del efecto  de la percepci\u00f3n de los componentes de la marca de energ\u00eda dom\u00e9stica en la satisfacci\u00f3n y lealtad del consumidor. Concretamente, se pretende estudiar de qu\u00e9 manera los diferentes atributos y beneficios, tanto funcionales como emocionales, de las marcas de energ\u00eda dom\u00e9stica son percibidos por los consumidores, as\u00ed como el modo en que dicha percepci\u00f3n afecta a la satisfacci\u00f3n y lealtad a la marca. Para testar el modelo conceptual desarrollado, se realiza una encuesta \u00f3mnibus representativa a nivel del estado espa\u00f1ol. Los resultados reflejan un efecto positivo directo de las variables satisfacci\u00f3n del cliente y costes de cambio en la variable lealtad. De los atributos y beneficios de la marca de nerg\u00eda dom\u00e9stica, \u00fanicamente la calidad funcional del servicio y la dimensi\u00f3n medioambiental y social de la marca energ\u00e9tica demuestran tener un efecto en la lealtad del cliente, mediado por la variable satisfacci\u00f3n. por su parte, el sentimiento de confianza y familiaridad con la marca de energ\u00eda experimentado por el cliente, ejerce una influencia directa y significativa en la lealtad, a la vez que se observa la ausencia de un efecto en la variable satisfacci\u00f3n. En el estudio se observa, adem\u00e1s, que la influencia de la confianza en la lealtad del cliente es mayor que el efecto de la satisfacci\u00f3n o la percepci\u00f3n de los costes de cambio sobre esta misma variable, resaltando la importancia de la confianza en el proveedor energ\u00e9tico en la explicaci\u00f3n de la fidelidad del cliente.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Efecto de la percepcion de los atributos y beneficios de la marca de energia domestica en la satisfaccion y lealtad del consumidor.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Efecto de la percepcion de los atributos y beneficios de la marca de energia domestica en la satisfaccion y lealtad del consumidor. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Vanesa Apaolaza Iba\u00f1ez <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Pa\u00eds vasco\/euskal herriko unibertsitatea<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 20\/07\/2004<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Pilar Zorrilla Calvo<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Jos\u00e9 Antonio Varela gonzalez <\/li>\n<li>ignacio alfredo Rodr\u00edguez del bosque rodr\u00edguez (vocal)<\/li>\n<li>teodoro Luque Martinez (vocal)<\/li>\n<li>rodolfo Vazquez casielles (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Vanesa Apaolaza Iba\u00f1ez Tras la reciente liberaci\u00f3n del mercado de energ\u00eda dom\u00e9stica, la estrategia comercial de las [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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