Resumen

CABANA VILLCA, Segundo Ricardo; CAROCA RIVERA, Ruth  y  LOPEZ MANQUEZ, Ana. CHALLENGES IN THE REAL ESTATE INDUSTRY LA SERENA-CHILE: KEY VARIABLES OF EMOTIONAL LINK. Dimens.empres. [online]. 2017, vol.15, n.1, pp.16-29. ISSN 1692-8563.  https://doi.org/10.15665/rde.v15i1.831.

The research focuses on identifying and analyzing the variables that influence the achievement of emotional bond between customers and real estate companies in La Serena, Chile. Objective, subjective and relational, loyalty and finally the emotional bond, creating five hypotheses relating these components, and were validated with a significant sample: For this a causal model that relates the three components of value was constructed customers. The method of structural models used through based on covariance (MBC) method to test these hypotheses. Concluding that the emotional bond client-company only achieved if loyalty is achieved through systemic management of the three components of value, becoming a driving effect on the decision buying a second home in the same company.

Palabras clave : emotional link; components of value; loyalty, real estate industry; corporate image.

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