Estudio sobre la relación entre la experiencia del servicio y la resistencia a la información negativa: análisis de la moderación del país de origen
Keywords:
Experiencia del servicio, Resistencia a la información Negativa, ConsumidorAbstract
This research aims to analyze the impact of service experience on resistance to negative information from the consumer's perspective. It also examines the moderating role of the banks' country of origin on the relationship between service experience and resistance to negative information. To achieve this objective, a quantitative study was conducted using structural equation modeling. Data were collected from 315 bank customers in Colombia through online questionnaires. The findings indicate that as consumers have favorable experiences with the banking service, they are resistant to hearing comments or opinions that deteriorate the bank's brand. The results also demonstrated the moderating role of the bank's country of origin in the relationship between service experience and resistance to negative information, with higher ratings for domestic banks.
References
Giraldo, P. W.
Otero, G. C.
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