Determinantes y consecuencias de la experiencia de cliente y la satisfacción en el ámbito digitalun análisis del uso de áreas privadas

Abstract

The competitive strategy of companies in search of differentiation, the universalization of ICT and the globalization of the economy makes it necessary to know what factors play a role regarding the client-company relationship in virtual media. The surprise effect becomes the key to the digital client experience, which will precede satisfaction and affect future behaviors. To do this, the present doctoral thesis analyzes what the client expects as a registered user, how they feel during the transaction, what makes them want to proceed with it and, finally, what their reaction to the brand based on their experience with the service is. The 13 hypothesis raised confirm the model of behavior: expectations condition the attitude to the channel, the experience of digital client is satisfied with the experiences of the process and will impact directly on the trust, they will recommend the company, channel, and their willingness to use it again.