Resumen

RAMIREZ CALUSTRO, Mauricio Omar  y  ALMEIDA CARDONA, Rodrigo. Analysis of the influence level of the determining factors in the repurchase and the positive word of mouth in the freight transport. Perspectivas [online]. 2020, n.46, pp.9-46. ISSN 1994-3733.

Heavy transport is a fundamental sector in the development of a country's companies, being essential to understand the related elements of its services. For this, the factors influencing the repurchase and the positive word of mouth in the international heavy transport sector in the city of Cochabamba were analyzed. Therefore, this objective was met using the model proposed by Molinari et al. (2008), through the application of a survey to the import and export companies of the city of Cochabamba, which use the heavy transport service. Once the data was collected, they were analyzed in the Smart PLS program to measure the relationship of the model constructs, using structural equations. The final results determined that the factors that positively influence the repurchase are satisfaction, quality, and value of the service, while the positive word of mouth is influenced by satisfaction, quality, and repurchase of the service.

Palabras clave : Marketing; Freight transport; Repurchase; Word of mouth; Structural equations.

        · resumen en Español     · texto en Español     · Español ( pdf )