Elementos de la Teoría del Flujo y Percepción de Valor que influyen en la lealtad del consumidor de la cerveza artesanal en México

Cristóbal Rodolfo Guerra-Tamez; Mario César Dávila-Aguirre; José Nicolás Barragán-Codina

doi:10.29105/vtga5.1-920

Autores/as

Cristóbal Rodolfo Guerra-Tamez Universidad Autónoma de Nuevo León
Mario César Dávila-Aguirre Universidad de Monterrey
José Nicolás Barragán-Codina Universidad Autónoma de Nuevo León

DOI:

https://doi.org/10.29105/vtga5.1-920

Palabras clave:

lealtad, flujo, percepción de valor.

Resumen

En los últimos años la cerveza artesanal en México ha tenido un crecimiento exponencial en su producción, convirtiéndose en un sector emergente con un alto potencial de desarrollo. Sin embargo, este sector pertenece al grupo mipymes, el cual se encuentra con grandes retos para lograr su consolidación y permanencia. Para mitigar esta problemática las grandes corporaciones utilizan el desarrollo de lealtad en el consumidor como estrategia de mercadotecnia. A pesar que estas mipymes no cuentan con este tipo de estrategias; hoy en día trabajan con estrategias de promoción como catas y tours enfocadas en la experiencia del consumidor. Estas estrategias tienen una alta relación con la lealtad. Es por ello por lo que esta investigación mide por medio de un modelo causal los elementos clave de la teoría del flujo y la percepción de valor en la lealtad del consumidor. Permitiendo mejorar las estrategias de venta de la cerveza artesanal en México

Descargas

Los datos de descargas todavía no están disponibles.

Métricas

Cargando métricas ...

Citas

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Shopping measuring Value Hedonic and Utilitarian. Journal of Consumer Research, 20(4), 644-656. Recuperado de: https://doi.org/0093-5301 DOI: https://doi.org/10.1086/209376

Bennett, P. D., & Harrell, G. D. (1975). The Role of Confidence in Understanding and Predicting Buyers’ Attitudes and Purchase Intentions. Journal of Consumer Research, 2(2), 110. Recuperado de: https://doi.org/10.1086/208622 DOI: https://doi.org/10.1086/208622

Camiruaga, A. I. (2013). Cerveza artesanal en México. Journal of the Science of Food and Agriculture, 15(8), 56-63. Recuperado de: https://doi.org/10.1021/acs.jafc.5b00239 DOI: https://doi.org/10.1021/acs.jafc.5b00239

Chartrand, T. L., Huber, J., Shiv, B., & Tanner, R. J. (2008). Nonconscious Goals and Consumer Choice. Journal of Consumer Research, 35(2), 189-201. Recuperado de: https://doi.org/10.1086/588685 DOI: https://doi.org/10.1086/588685

Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93. Recuperado de: https://doi.org/10.1509/jmkg.65.2.81.18255 DOI: https://doi.org/10.1509/jmkg.65.2.81.18255

Chevalier, J. a, & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345-354. Recuperado de: https://doi.org/10.1509/jmkr.43.3.345 DOI: https://doi.org/10.1509/jmkr.43.3.345

Csikszentmihalyi, M. (1988). The flow experience and its significance for human psychology. Optimal Experience: Psychological Studies of Flow in Consciousness. DOI: https://doi.org/10.1017/CBO9780511621956

Dowling, G. R., & Staelin, R. (1994). A Model of Perceived Risk and Intended Risk-handling Activity. Journal of Consumer Research, 21(1), 119-134. Recuperado de: https://doi.org/10.1086/209386 DOI: https://doi.org/10.1086/209386

Friedman, L. (2012). Go To Market Strategy. Routledge. DOI: https://doi.org/10.4324/9780080507460

Gallarza, M. G., & Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism Management, 27(3), 437-452. DOI: https://doi.org/10.1016/j.tourman.2004.12.002

Green, T., & Peloza, J. (2011). How does corporate social responsibility create value for consumers? Journal of Consumer Marketing, 28(1), 48-56. DOI: https://doi.org/10.1108/07363761111101949

Holbrook, M. B. (1999). Consumer value: a framework for analysis and research. Psychology Press.

Howard, J. A., & Sheth, J. N. (1970). The Theory of Buyer Behavior. British Journal Of Marketing, 4(2), 106. Recuperado de: https://doi.org/10.2307/2284311 DOI: https://doi.org/10.2307/2284311

Jackson, S., Kimiecik, J., Ford, S., & Marsh, H. (1998). Psychological Correlates of Flow in Sport. Journal of Sport & Exercise Psychology. https://doi.org/10.1177/017084068800900203 DOI: https://doi.org/10.1123/jsep.20.4.358

Keller, K. L. (1993). Conceptualizing, Measuring, Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22. Recuperado de: https://doi.org/10.2307/1252054 DOI: https://doi.org/10.1177/002224299305700101

Korzaan, M. L. (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25-31.

Kotler, P. (1991). Kotler on... Management Decision, 29(2), 00251749110004961. Recuperado de: https://doi.org/10.1108/00251749110004961 DOI: https://doi.org/10.1108/00251749110004961

Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223. DOI: https://doi.org/10.1287/isre.13.2.205.83

Lecocq, S., & Visser, M. (2006). What determines wine prices: Objective vs. sensory characteristics. Journal of Wine Economics, 1(1), 42-56. DOI: https://doi.org/10.1017/S1931436100000080

Mazar, N., Amir, O., & Ariely, D. (2008). The Dishonesty of Honest People: A Theory of Self-Concept Maintenance. Journal of Marketing Research, 45(6), 633-644. https://doi.org/10.1509/jmkr.45.6.633 DOI: https://doi.org/10.1509/jmkr.45.6.633

McDougall, G. H. G., & Levesque, T. (2000). Customer satisfaction with services: putting perceived value into the equation. Journal of Services Marketing, 14(5), 392-410. DOI: https://doi.org/10.1108/08876040010340937

Mirvis, P. H., Csikszentmihalyi, M., & Csikzentmihaly, M. (1991). Flow: The Psychology of Optimal Experience. Academy of Management Review, 16. Recuperado de: https://doi.org/10.5465/AMR.1991.4279513 DOI: https://doi.org/10.2307/258925

Oliver, R. L. (1999). Whence consumer loyalty? The Journal of Marketing, 63, 33-44. Recuperado de: 455 https://doi.org/10.2307/1252099 DOI: https://doi.org/10.2307/1252099

Richins, M. L. (1983). Negative Word- of-Mouth by Dissatisfied Consumers : A Pilot Study. Journal of Marketing, 47(1), 68-78. Recuperado de: https://doi.org/10.2307/3203428 DOI: https://doi.org/10.1177/002224298304700107

Söderlund, M. (1998). Customer satisfaction and its consequences on customer behaviour revisited: The impact of different levels of satisfaction on word-of-mouth, feedback to the supplier and loyalty. International Journal of Service Industry Management, 9(2), 169-188. DOI: https://doi.org/10.1108/09564239810210532

Soto, E., & Dolan, S. L. (2004). Las PYMES ante el desafío del siglo XXI: los nuevos mercados globales. Cengage Learning Editores.

Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65. DOI: https://doi.org/10.1057/palgrave.jibs.8400002

Steven Podoshen, J. (2008). The African American consumer revisited: brand loyalty, word-of-mouth and the effects of the black experience. Journal of Consumer Marketing, 25(4), 211-222. DOI: https://doi.org/10.1108/07363760810882407

Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1999, 1.

Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822. DOI: https://doi.org/10.1002/mar.20030

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. DOI: https://doi.org/10.1177/002224298805200302

Zhou, T., & Lu, Y. (2011). Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience. Computers in Human Behavior, 27(2), 883-889. DOI: https://doi.org/10.1016/j.chb.2010.11.013