Brand loyalty and web service quality in a retail shoe store E-Commerce: An empirical exploration of the peruvian digital consumer (#578)
Read ArticleDate of Conference
July 17-19, 2024
Published In
"Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0."
Location of Conference
Costa Rica
Authors
Cruzado-Pulido, Lorena Liceth
Rodríguez-Castillo, Pierina Andrea
Paredes-León, Francisco Jesús
Rodríguez-Castillo, María Soledad
Abstract
Digital shopping in Peru increased dramatically after the COVID-19 pandemic. In this new context, brand loyalty and the quality of Internet services have become key factors for the development of businesses that are beginning to digitize their commercial and marketing operations, as is the case of shoe stores. The main objective of this work is to demonstrate that there is a positive and significant level of dependence between the study constructs. For this purpose, a structured questionnaire was applied to 245 regular users of a shoe store in the city of Trujillo, Peru. The main findings show that both constructs are highly associated, and that changes in one affect the other in a reciprocal manner. In view of this, marketers should consider new strategies and digital management models that contribute to the development of local brands in the footwear retail industry.