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Although customer loyalty has been widely investigated, few studies address the role of customer value and customer satisfaction. Besides, there is still a need for a sound theoretical framework to explain and promote businesscustomer relationships. This paper aims to contribute to understanding the origin and effect of the concept of loyalty in commercial relationships in the retail industry. To do so, we review and discuss the triggers of loyalty behavior in society. There is a section to explain the elements that produce loyalty behavior in the buyer and its logical sequence. Besides, we address the concepts of value and consumer satisfaction and their association with the customer's post-purchase behavior. This analysis enables a more complete overview of the customer’s behavior and allows to take well-informed actions within the retail market. Besides, it opens the door to future research related to buyer behavior in different environments, such as the digital environment., Aunque la lealtad del consumidor ha sido ampliamente investigada, pocos estudios abordan los roles del valor y la satisfacción del cliente. Siendo necesario un marco teórico sólido para explicar y promover las relaciones entre empresas y clientes. Este estudio pretende contribuir a comprender el origen y el efecto del concepto de lealtad en las relaciones comerciales del sector minorista o retail. Para ello, se revisan y discuten los factores desencadenantes del comportamiento de fidelización en la sociedad. Se dedica un apartado a explicar los elementos que producen el comportamiento de fidelización en el comprador y su secuencia lógica. Además, abordamos los conceptos de valor y satisfacción delconsumidor y su asociación con el comportamiento postcompra del cliente. Este análisis permite tener una visión más completa del comportamiento del cliente y ejecutar acciones informadas dentro del mercado minorista. Además, abre la puerta a futuras investigaciones relacionadas con el comportamiento del comprador en diferentes entornos, como el digital.

This study aims to explore the differing online banking adoption in Spanish cities and towns through Technology Acceptance Model (TAM). This paper is the first to unveil such differences between cities and towns. Data was collected from the Centre for Sociological Research and analyzed with PLS-SEM through SmartPLS. The analyzed model comprised perceived ease of use (PEOU), perceived usefulness (PU), and online banking use behaviour (UB) as variables directly associated. Perceived security (PS) was included as a mediator of the effects in UB. Multi-group analysis (MGA) and Importance-Performance Map Analysis (IPMA) were implemented. Most of the hypothesised direct and indirect effects were statistically significant and found support for both cities’ and towns’ populations. PEOU did not present a statistically significant influence over PS. The direct effects expected were found to be different in cities and towns, although differences were minimal. The study makes an outstanding contribution regarding the banking sector’s social responsibility, which may be further studied to mirror inclusive practices. It also corroborates the importance of PS as a mediator that influences online banking services use.

This study aims to explore the differing online banking adoption in Spanish cities and towns through Technology Acceptance Model (TAM). This paper is the first to unveil such differences between cities and towns. Data was collected from the Centre for Sociological Research and analyzed with PLS-SEM through SmartPLS. The analyzed model comprised perceived ease of use (PEOU), perceived usefulness (PU), and online banking use behaviour (UB) as variables directly associated. Perceived security (PS) was included as a mediator of the effects in UB. Multi-group analysis (MGA) and Importance-Performance Map Analysis (IPMA) were implemented. Most of the hypothesised direct and indirect effects were statistically significant and found support for both cities’ and towns’ populations. PEOU did not present a statistically significant influence over PS. The direct effects expected were found to be different in cities and towns, although differences were minimal. The study makes an outstanding contribution regarding the banking sector’s social responsibility, which may be further studied to mirror inclusive practices. It also corroborates the importance of PS as a mediator that influences online banking services use.