Prácticas empresariales de excelencia en Internet: la exhibición de logotipos de garantía en los sitios web
DOI:
https://doi.org/10.32870/myn.v0i23-24.5167Palabras clave:
competitividad, confianza, empresas, estándares de calidad, Internet.Resumen
En Internet impera cierta sensación de desconfianza. En efecto, no todas las empresas actúan respetando la normativa y aplicando, además, prácticas de excelencia. No obstante, para certificar públicamente que sí resultan fiables, para efectos comerciales determinados sitios web exhiben diferentes logotipos de garantía acreditativos del cumplimiento de exigentes presupuestos de tutela del potencial cliente. Tales prácticas han proliferado a escala internacional. El objetivo del presente artículo es, además de su examen teórico, conocer las razones por las que los empresarios se adhieren a tales logotipos, sus efectos sobre el nivel de transacciones, imagen corporativa y el grado de satisfacción que el empresario tiene respecto a los mismos. Para ello empleamos cuestionarios diseñados específicamente al efecto. Como podrá verse, los sellos resultan especialmente eficaces cuando son conocidos por quienes los observan. En efecto, reducen sensiblemente la sensación de desconfianza que existe en la Red.Citas
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Mercados y Negocios por Departamento Mercadotecnia y Negocios Internacionales. Universidad de Guadalajara se distribuye bajo una Licencia Creative Commons Atribución-NoComercial 4.0 Internacional.
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