Aumento de la lealtad en el transporte marítimo en Panamá con la mirada puesta en el cliente
Increased loyalty in transportation Maritime in Panama with an eye on on the client
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En el contexto del transporte marítimo, los clientes pueden desarrollar distintos roles. Objetivo. Analizar la lealtad en las relaciones entre empresas marítimas según el tipo de cliente (importador y agente de carga), observando las prácticas sostenibles y el valor
logístico como variables impulsoras de la lealtad. Metodología. Se analizó una muestra de 105 empresas panameñas de transporte marítimo por medio de la estimación de un modelo de ecuaciones estructurales. Resultados. Se evidencia el papel mediador del valor logístico entre las prácticas sostenibles y la lealtad. Se constata la influencia que posee el tipo de cliente sobre los efectos encadenados hipotetizados. Conclusiones. Se concluye que para los importadores la cadena de efectos se intensifica y que tanto el valor logístico como las prácticas sostenibles son bases en las que apoyar la estrategia de fidelización. Así pues, se dibuja la ruta para el mantenimiento de las relaciones a largo plazo con este tipo de cliente.
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