Evolución conceptual y relación entre involucramiento y lealtad

The constructs of involvement and loyalty, like many other concepts of Marketing, have presented problems of epistemological uniqueness and strength that impedes scientific recognition. This article proposes an inclusive definition for Involvement and Loyalty, from a background review on these conce...

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Bibliographic Details
Published in:Suma de negocios 2014-12, Vol.5 (12), p.169-179
Main Authors: Edison Jair Duque-Oliva, Pedro Julián Ramírez-Angulo
Format: Article
Language:English
Subjects:
Framework
Involvement
Loyalty
Marketing
Relationship
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Summary:The constructs of involvement and loyalty, like many other concepts of Marketing, have presented problems of epistemological uniqueness and strength that impedes scientific recognition. This article proposes an inclusive definition for Involvement and Loyalty, from a background review on these concepts. Furthermore, three other research approaches on the involvement-loyalty relationship are identified: (a) the direct relationship between the constructs; (b) the relationship mediated by social, situational and personal factors, and (c) the relationship mediated by other conceptual elements from various theories of Relationship Marketing. Finally, possible theoretical and practical implications are suggested for future research. Los constructos de Involucramiento y Lealtad, al igual que muchos otros conceptos de marketing, presentan problemas de unicidad y solidez epistemológica que obstaculizan su reconocimiento científico. Este artículo propone unas definiciones integradoras de Involucramiento y Lealtad, a partir de una revisión de los antecedentes sobre estos conceptos. Asimismo se identifican tres enfoques de investigación sobre la relación entre Involucramiento y Lealtad: (a) la relación directa entre los constructos; (b) la relación mediada por factores sociales, situacionales y personales, y (c) la relación mediada por elementos conceptuales propuestos en las diversas teorías del marketing relacional. Finalmente, se proponen posibles implicaciones teóricas y prácticas para futuras investigaciones.
ISSN:2215-910X
2215-910X
DOI:10.1016/S2215-910X(14)70039-4