The purpose of this research is to demonstrate how service quality is an antecedent, influencing through trust and satisfaction, in electronic loyalty and word-of-mouth within e-commerce businesses. Data was collected from 300 users with e-commerce shopping experience and to test the proposed hypothesis the results were analysed using the Structural Equation Model (SEM) approach based on Partial Least Square (PLS). The results showed that service quality has a positive effect on e-satisfaction and e-trust, and these in turn influence e-loyalty and electronic word of mouth. The main contribution of this research is to expand knowledge on the relationship between service quality and word of mouth in an e-commerce environment.

La presente tesis tiene como objetivo plantear una nueva propuesta de valor para Mistura. Actualmente la marca presenta problemas como: ubicación, estacionamiento, tiempos de espera, entre otros. Por ello se plantea ofrecer una total experiencia culinaria basada en una estrategia genérica de diferenciación, donde el valor está en la experiencia integral que tendrá el visitante en los distintos momentos de su recorrido por la feria. La propuesta estará dirigida para un nuevo segmento de 30 a 60 años de NSE A y B. El mercado meta es atender de 190 a 200 mil personas. Se propone a Pachacamac como opción de ubicación y se incluirán nuevas actividades claves como: establecer un circuito gastronómico, mejor gestión del tiempo y colas, mejorar el servicio de estacionamiento, redefinir cantidad de negocios y criterios de selección. La propuesta incluye elevar el precio de entrada, e...

Green marketing is currently one of the most powerful strategies in the corporate world as it responds to a growing demand for green products. Therefore, this study aims to analyse the influence of green perceived value on green trust and green satisfaction, study how both variables impact green word of mouth in turn and, at the same time, how the three variables influence green purchase intention. Data collection was carried out through a digital survey of buyers of green products. The hypotheses posed were solved with a PLS-SEM model through the Smart-PLS software. The results showed that green perceived value positively affects green trust and green satisfaction. Furthermore, green satisfaction was found to influence green trust and green WOM. Green trust also influences green WOM. Regarding the antecedents of green purchase intention, only green satisfaction and green trust showed a ...

The production and consumption of green food products have become hot topics in marketing. Companies are implementing marketing strategies such as green perceived value, green trust, and green satisfaction to guarantee green word of mouth. An online questionnaire distributed through social media was used to collect the data. The sample consists of 297 people. The 297 responses were coded and analysed with the Software Smart-PLS. The data described include the sample sociodemographic profile, the descriptive analysis of all items, the reliability and validity of the measures of the reflective model and the evaluation of the results of the structural model. Four hypotheses included in the PLS-SEM proposed were validated for a p-value of 0.001. The results confirmed the influence of green perceived value on green trust and green satisfaction. Moreover, the results highlight that green satis...