Impacto de la gestión de servicio en la fidelización del cliente e-commerce gamer: Una revisión sistemática
Impact of service management on customer loyalty in e-commerce gaming: A systematic reviewContenido principal del artículo
La gestión de servicio en el e-commerce se ha transformado en un sistema multidimensional donde la precisión tecnológica y la eficiencia operativa definen la supervivencia de las organizaciones. Esta investigación analiza el impacto de la gestión de servicio en la fidelización del cliente e-commerce gamer, explorando la convergencia entre la Inteligencia Artificial (IA), la logística y la ética corporativa. Bajo una metodología de revisión sistemática basada en el protocolo PRISMA, se analizaron 40 artículos publicadas entre 2020 y 2025 que emplean modelos de ecuaciones estructurales, redes neuronales artificiales y analítica de Big Data. Los resultados revelan que la fidelización no es un proceso lineal, sino una estructura de mediación serial donde el E-CRM y los chatbots de IA optimizan la experiencia del cliente y la lealtad actitudinal. No obstante, se identifica la puntualidad logística como el factor higiénico crítico; retrasos superiores a 48 horas reducen la probabilidad de recompra en un 20.61%, invalidando los esfuerzos de personalización digital. Asimismo, la credibilidad de marca y la transparencia ética emergen como moderadores vitales que protegen la lealtad ante fallos inevitables del servicio. El estudio concluye con la propuesta de un modelo de gestión de cuatro capas ética, tecnológica, operativa y relacional que permite a las microempresas transformar la satisfacción transaccional en un compromiso de marca resiliente.
Service management in e-commerce has transformed into a multidimensional system where technological precision and operational efficiency define the survival of organizations. This research analyzes the impact of service management on customer loyalty among e-commerce gamers, exploring the convergence between Artificial Intelligence (AI), logistics, and corporate ethics. Using a systematic review methodology based on the PRISMA protocol, 40 articles published between 2020 and 2025 were analyzed, employing structural equation modeling, artificial neural networks, and Big Data analytics. The results reveal that loyalty is not a linear process, but rather a serial mediation structure where E-CRM and AI chatbots optimize the customer experience and attitudinal loyalty. However, logistical punctuality is identified as the critical hygiene factor; delays exceeding 48 hours reduce the probability of repeat purchases by 20.61%, invalidating digital personalization efforts. Furthermore, brand credibility and ethical transparency emerge as vital moderators that protect loyalty in the face of inevitable service failures. The study concludes with a proposed four-layered management model—ethical, technological, operational, and relational—that enables micro-enterprises to transform transactional satisfaction into resilient brand engagement.
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