El logro de la lealtad de los usuarios en las plataformas de economía colaborativa

Anna Akhmedova, Marta Mas-Machuca, Cristina Castell

Resumen


La economía colaborativa tiene un peso específico en la economía, tanto en la actualidad como  se espera que lo tenga en el futuro. El éxito de la plataforma de la economía compartida (EC) o economía colaborativa (EC) depende de su capacidad para obtener y retener una masa crítica de usuarios. El presente estudio pretende identificar los factores que conducen al uso repetitivo de la plataforma (lealtad) en este tipo de economía. Los resultados muestran que hay seis dimensiones relacionadas con la lealtad, a saber: (i) Organización del sitio web (app), (ii) Capacidad de respuesta y (iii) fiabilidad de la plataforma, (iv) Calidad del servicio. Esta investigación tiene una contribución teórica como práctica para dar recomendaciones a los gestores de estas empresas para conseguir incrementar las ventas y lograr usuarios fieles a las plataformas.

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