Caso de estudio sobre la incertidumbre del cliente respecto al seguimiento de una compra en línea

Authors

  • Elda Aurora Aranda-Contreras Autonomous University of Nuevo León image/svg+xml
  • Gilberto Rebolledo-Iglesias Autonomous University of Nuevo León image/svg+xml
  • Juan Cantú-Benavides Autonomous University of Nuevo León image/svg+xml

DOI:

https://doi.org/10.29105/vtga5.1-914

Keywords:

comercio electrónico, logística, disonancia cognitiva, acompañamiento, satisfacción

Abstract

This following article is a descriptive case study applied through a focus group of 7 participants that fall into the category of being consumers of e-commerce in which, the uncertainty that surrounds a person in its post-sale processes such as, order tracking made through this medium. A theoretical framework on electronic commerce, cognitive dissonance, logistics and after-sales relationship is presented. The study serves as a basis for making decisions regarding the way in which follow-up and client’s accompaniment is handled, as these are widely considered as factors that potentially generate a considerable amount of cognitive dissonance thus, influencing overall satisfaction soon after the purchase was made and further purchases through online companies, retailers and the like.

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References

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Published

2019-06-28

How to Cite

Aranda-Contreras, E. A., Rebolledo-Iglesias, G., & Cantú-Benavides, J. (2019). Caso de estudio sobre la incertidumbre del cliente respecto al seguimiento de una compra en línea. Vinculategica Efan, 5(1), 383–392. https://doi.org/10.29105/vtga5.1-914

Issue

Vol. 5 No. 1 (2019): VinculaTégica EFAN 5(1) Enero - Junio 2019

Section

Papers

License

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