La resistencia a la información negativa online de marcas bancarias a partir de las actitudes del consumidor
Resumen
El objetivo de este manuscrito es explicar la incidencia de las actitudes cognitivas y afectivas en la resistencia a la información negativa que circula en el entorno online sobre los bancos en Colombia. La información se recopiló de una muestra de 282 usuarios de bancos. Los datos se analizaron mediante el software IBM SPSS Statistics V.25. La actitud cognitiva se midió a partir de las escalas de la experiencia del servicio y la actitud afectiva consideró los ítems del amor a la marca. Los resultados sugieren que tanto la dimensión cognitiva como la afectiva fomentan la resistencia a la información negativa, sin embargo, es el componente racional el que tiene un efecto positivo más fuerte en comparación con el componente emocional. Se concluye que cuando el consumidor tiene experiencias positivas en la prestación del servicio, es renuente a la influencia de comentarios negativos que puedan disminuir la imagen del banco.
Palabras clave
fuentes de información;, búsqueda en línea;, difusión de la información;, medios sociales
Biografía del autor/a
María Cristina Otero-Gómez
Profesional en Comercio Internacional, Doctora en Marketing
Wilson Giraldo-Pérez
Administrador de Empresas, Doctor en Marketing
Referencias
- Aaker, J., Fournier, S., & Brasel, A. (2004). When good brands do bad. Journal of Consumer Research, 31 (1), 1-16. https://doi.org/10.1086/383419 DOI: https://doi.org/10.1086/383419
- Akdim, K. (2021). The influence of eWOM. analyzing its characteristics and consequences, and future research lines. Spanish Journal of Marketing - ESIC, 25 (2), 239-259. http://dx.doi.org/10.1108/SJME-10-2020-0186
- Amatulli, C., De Angelis, M., Pino, G., & Jain, S. (2021). Consumer reactions to unsustainable luxury: A cross-country analysis. International Marketing Review, 38 (2), 412-452. http://dx.doi.org/10.1108/IMR-05-2019-0126 DOI: https://doi.org/10.1108/IMR-05-2019-0126
- Amegbe, H., Dzandu, M. D., & Hanu, C. (2021). The role of brand love on bank customers' perceptions of corporate social responsibility. International Journal of Bank Marketing, 39 (1), 189-208. https://doi.org/10.1108/IJBM-07-2020-0356 DOI: https://doi.org/10.1108/IJBM-07-2020-0356
- Andrade, L., Machado, T., Rodriguez, M., & Gonçalves, V. (2021). Study about the evaluation of internet banking and mobile banking users’ satisfaction in Brazil: Revista brasileira de marketing. REMark, 20 (1), 27-51. http://dx.doi.org/10.5585/remark.v20i1.14590 DOI: https://doi.org/10.5585/remark.v20i1.14590
- Bachleda, C., & Berrada-Fathi, B. (2016). Is negative eWOM more influential than negative pWOM? Journal of Service Theory and Practice, 26 (1), 109-132. http://dx.doi.org/10.1108/JSTP-11-2014-0254 DOI: https://doi.org/10.1108/JSTP-11-2014-0254
- Batra, R., Ahuvia, A., & Bagozzi, P. (2012). Brand Love. Journal of Marketing, 76, 1-16. https://doi.org/10.1509%2Fjm.09.0339 DOI: https://doi.org/10.1509/jm.09.0339
- Berry, L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28 (1), 128-137. https://doi.org/10.1177/0092070300281012 DOI: https://doi.org/10.1177/0092070300281012
- Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: a framework for understanding consumers’ relationships with companies. Journal of Marketing, 67 (2), 76-88. https://doi.org/10.1509%2Fjmkg.67.2.76.18609 DOI: https://doi.org/10.1509/jmkg.67.2.76.18609
- Brown, J., & Reingen, P. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14, 350-362. https://www.jstor.org/stable/2489496 DOI: https://doi.org/10.1086/209118
- Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17 (2), 79-89. https://doi.org/10.1007/s11002-006-4219-2 DOI: https://doi.org/10.1007/s11002-006-4219-2
- Eagly, A. H., & Chaiken, S. (1998). Attitude structure and function. In D. T. Gilbert, S. T. Fiske, y G. Lindzey (Eds.), The handbook of social psychology, 269–322. McGraw-Hill.
- Eisingerich, A. B., & Bell, S. J. (2008). Perceived service quality and customer trust: does enhancing customers’ service knowledge matter? Journal of Service Research, 10 (3), 256-268. https://doi.org/10.1177/1094670507310769 DOI: https://doi.org/10.1177/1094670507310769
- Eisingerich, A. B., Rubera, G. Seifert, M., & Bhardwaj, G. (2011). Doing good and doing better despite negative information?: the role of corporate social responsibility in consumer resistance to negative information. Journal of Service Research, 14 (1) 60-75. https://doi.org/10.1177%2F1094670510389164 DOI: https://doi.org/10.1177/1094670510389164
- Epstein, S. (1998). Cognitive-experiential self-theory: A dual-process personality theory with implications for diagnosis and psychotherapy. In R. F. Bornstein & J. M. Masling (Eds.), Empirical perspectives on the psychoanalytic unconscious, American Psychological Association 99-140. https://doi.org/10.1037/10256-004 DOI: https://doi.org/10.1037/10256-004
- Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76, 271-285. https://doi.org/10.1016/j.ijhm.2018.05.016 DOI: https://doi.org/10.1016/j.ijhm.2018.05.016
- García, M., Herrero, M. A., & Martínez, P. (2021). Determinants of electronic word-of-mouth on social networking sites about negative news on CSR: JBE. Journal of Business Ethics, 171 (3), 583-597. http://dx.doi.org/10.1007/s10551-020-04466-9 DOI: https://doi.org/10.1007/s10551-020-04466-9
- Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience - a review and research agenda. Journal of Service Theory and Practice, 27 (3), 642-662. https://doi.org/10.1108/JSTP-03-2015-0064 DOI: https://doi.org/10.1108/JSTP-03-2015-0064
- Japutra, A., Ekinci, Y., & Simkin, L. (2018). Positive and negative behaviours resulting from brand attachment: The moderating effects of attachment styles. European Journal of Marketing, 52 (5), 1185-1202. https://doi.org/10.1108/EJM-10-2016-0566 DOI: https://doi.org/10.1108/EJM-10-2016-0566
- Joshi, R., & Garg, P. (2021). Role of brand experience in shaping brand love. International Journal of Consumer Studies, 45 (2), 259-1272 https://onlinelibrary.wiley.com/doi/10.1111/ijcs.12618 DOI: https://doi.org/10.1111/ijcs.12618
- La, S., & Choi, B. (2012). The role of customer affection and trust in loyalty rebuilding after service failure and recovery. The Service Industries Journal, 32 (1), 105-125. https://doi.org/10.1080/02642069.2011.529438 DOI: https://doi.org/10.1080/02642069.2011.529438
- Lappeman, J., Clark, R., Evans, J., & Sierra-Rubia, L. (2021). The effect of nWOM firestorms on South African retail banking. International Journal of Bank Marketing, 39 (3), 455-477. https://doi.org/10.1108/IJBM-07-2020-0403 DOI: https://doi.org/10.1108/IJBM-07-2020-0403
- Lee, S., Han, H., Radic, A., & Tariq, B. (2020). Corporate social responsibility (CSR) as a customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management, 45, 348-358. https://doi.org/10.1016/j.jhtm.2020.09.002 DOI: https://doi.org/10.1016/j.jhtm.2020.09.002
- Lutz, B., Pröllochs, N., & Neumann, D. (2022). Are longer reviews always more helpful? Disentangling the interplay between review length and line of argumentation. Journal of Business Research, 144, 888-901. https://doi.org/10.1016/j.jbusres.2022.02.010 DOI: https://doi.org/10.1016/j.jbusres.2022.02.010
- Muhammad, L., Mahadi, B., & Hussin, N. (2017). Influence of social capital on customer’s relationship satisfaction in the Pakistani banking industry. Asia Pacific Journal of Marketing and Logistics, 29 (5), 1036-1054. http://dx.doi.org/10.1108/APJML-10-2016-0193 DOI: https://doi.org/10.1108/APJML-10-2016-0193
- Murthy, K. S., & Subramanyam, M. (2021). Impact of e-banking strategies on customer satisfaction in select public and private sector banks in India. Academy of Marketing Studies Journal, 25 (5), 1-13. https://www.proquest.com/scholarly-journals/impact-e-banking-strategies-on-customer/docview/2562948875/se-2?accountid=14777
- Organización de Estados Americanos (2019). Desafíos del riesgo cibernético en el sector financiero para Colombia y América Latina. https://www.oas.org/es/sms/cicte/docs/Desafios-del-riesgo-cibernetico-en-el-sector-financiero-para-Colombia-y-America-Latina.pdf
- Parra, L. E., Bulchand, G. J., Gutierrez, T. D., & Díaz, A. R. (2011). Intentions to use social media in organizing and taking vacation trips. Computers in Human Behavior, 27, 640-654. https://doi.org/10.1016/j.chb.2010.05.022 DOI: https://doi.org/10.1016/j.chb.2010.05.022
- Rambocas, M., Kirpalani, V. M., & Simms, E. (2014). Building brand equity in retail banks: The case of Trinidad and Tobago. The International Journal of Bank Marketing, 32 (4), 300-320. http://dx.doi.org/10.1108/IJBM-11-2013-0136 DOI: https://doi.org/10.1108/IJBM-11-2013-0136
- Rudolph, T. J., & Popp, E. (2007). An information processing theory of ambivalence. Political Psychology, 28 (5), 563-585. https://doi.org/10.1111/j.1467-9221.2007.00590.x DOI: https://doi.org/10.1111/j.1467-9221.2007.00590.x
- Superintendencia Financiera de Colombia (2021). Datos estadísticos – Cifras. https://www.superfinanciera.gov.co/inicio/consumidor-financiero/informacion-general/quejas-contra-entidades-vigiladas/datos-estadisticos-cifras/informacion-estadistica-anual-11129
- Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15 (1), 77-91. https://doi.org/10.1207/s15327663jcp1501_10 DOI: https://doi.org/10.1207/s15327663jcp1501_10
- Trivedi, J., & Sama, R. (2021). Determinants of consumer loyalty towards celebrity-owned restaurants: The mediating role of brand love. Journal of Consumer Behaviour, 20, 748-761. https://doi.org/10.1002/cb.1903 DOI: https://doi.org/10.1002/cb.1903
- Uyen, P. T., & Nguyen, N. T. (2021). Impact of consumers' motivations on consumers' attitudes towards Facebook personalized advertising and purchase intentions: a research model. International Journal of Information, Business and Management, 13 (4), 160-173. https://www.proquest.com/docview/2568037218/fulltextPDF/7519E7998B494C2EPQ/1?accountid=14777
- Wallace, E., Buil, I., & De Chernatony, L. (2014). Consumer engagement with self-expressive brands: Brand love and WOM outcomes. The Journal of Product and Brand Management, 23 (1), 33-42. https://doi.org/10.1108/JPBM-06-2013-0326 DOI: https://doi.org/10.1108/JPBM-06-2013-0326
- Won, M., H., Tae, W. M., & Kim, H. (2020). When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment. Journal of Brand Management, 27 (4), 421-437. https://doi.org/10.1057/s41262-020-00190-x DOI: https://doi.org/10.1057/s41262-020-00190-x
Descargas
Los datos de descargas todavía no están disponibles.