A qualidade no serviço e seu efeito na lealdade e satisfação do passageiro nas aerolíneas de baixo custo. Sonora, México
Palavras-chave:
ServPerf, qualidade no serviço, lealdade, aerolínea de baixo custoResumo
O objetivo do presente trabalho é estabelecer uma relação causal entre a qualidade do serviço, e seu efeito e impacto, na lealdade e satisfação do passageiro nas aerolíneas de baixo custo no estado de Sonora. A qualidade no serviço é medida através da metodologia ServPerf de Cronin e Taylor (1994), fazendo uso da modelagem de equações estruturais (PLS-SEM). A análise está baseada em 381 encuestas aplicadas de forma aleatória aos passageiros das três aerolíneas de baixo custo que operam no estado. Os resultados indicaram que a lealdade do passageiro é explicada em um 72,3% pela variável observável, satisfação, seguido das variáveis latentes endógenas, responsabilidade e empatia, enquanto que a variabilidade na satisfação do passageiro é explicada em um 60,7% pelos elementos tangíveis, a segurança e a empatia. A informação obtida a partir dos dados é importante para que as aerolíneas de baixo custo tomem decisões quanto a que dimensões da qualidade deverão de se focar em ara de atrair e reter a um quantidade maior de passageiros, já que com um cliente satisfeito poderá ser gerado uma forte identidade com a marca da aerolínea e portanto, representar um maior rendimento para a empresa em termos financeiros e mais clientes.
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Referências
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Archana, R. y Subha, M.V. (2012). “A study on service quality and passenger satisfaction on Indian Airlines”. International Journal of Multidisciplinary Research. 2, 50-63.
Auh, S., y Johnson, M. D. (2005). “Compatibility effects in evaluations of satisfaction and loyalty”. Journal of Economic Psychology. 26, 35-57.
Babbar, S., Koufteros, X. (2008). “The human element in airline service quality: contact personnel and the customer”. International Journal of Operations & Production Management. 28, 804-830.
Barclay, D., Higgins, C., Thompson, R. (1995). “The Partial Least Squares (PLS) Approach to Causal Modelling: Personal Computer Adoption and Use as an Illustration”. Technology Studies, Special Issue on Research Methodology. 2, 285-309.
Barsky, J.D. (1992). “Customer Satisfaction in the Hotel Industry: Meaning and Measurement”. Hospitality Research Journal. 16, 51-73.
Bitner, M.J. (1990). “Evaluating service encounters – the effects of physical surroundings and employee response”. Journal of Marketing. 54, 69-82.
Bodet, G. (2008). “Customer satisfaction and loyalty in service: two concepts, four construct several relationships”. Journal of Retailing and Consumer Services. 15, 156-162.
Boetsch, T., Bieger, Th. y Wittmer, A. (2011). “A Customer-Value Framework for Analyzing Airline Services”. Transportation Journal. 50, 251-270.
Bolton, R.N. y Drew, J.H. (1991). “A multi-stage model of customers’ assessments of service quality and value”. Journal of Consumer Research. 17, 375-384.
Bowen, J.T. y Shoemaker, S. (2003). “Loyalty: A Strategic Commitment”. Cornell Hotel and Restaurant Administration Quarterly. 44, 31-46.
Byrne, B.M. (2010). Structural equation modelling with AMOS; basic concepts, applications and programming. New York: Taylor and Francis.
Cronin, J. y Taylor, S.A. (1992). “Measuring service quality: a re-examination and extension”. Journal of Marketing. 56, 55-67.
Cronin, J.J. y Taylor, S.A. (1994). “SERVPERF versus SERVQUAL: reconciling performance based and perceptions-minus-expectations measurement of service quality”. Journal of Marketing. 58, 125-131.
Cruz, R. (2012). Aerolineas de bajo costo en México. Competencia modal, intermodal e intramodal. Revista de Contaduría y Adminstración. 57(4), 235-251.
Cunningham, L.F., Young, C.E., Lee, M. (2004). “Perceptions of airline service quality pre and post 9/11”. Public Works Management & Policy. 9, 10-25.
Chang, Y.H. y Yeh, C.H. (2002). “A survey analysis of service quality for domestic airlines”. European Journal of Operational Research. 139, 166-177.
Chu, Kuo-Ming. (2009). “The Construction Model of Customer Trust, Perceived Value and Customer Loyalty”. The Journal of American Academy of Business, Cambridge. 14, 98-103.
Dick, A., y Basu, K. (1994). “Customer Loyalty: Towards an Integrated Conceptual Framework”. Journal of the Academy of Marketing Science. 99-113.
Ekiz, H.E., Hussain, K. y Bavik, A. (2006). “Perceptions of service quality in north Cyprus National Airline”. Tourism and Hospitality Industry 2006 – New Trends in Tourism and Hospitality Management, Proceedings of 18th Biennial International Conference. Faculty of Tourism and Hospitality Management, 3-5, 778-790.
Forgas, S., Moliner, M., Sánchez, J. y Palau, R. (2011). “La formación de la lealtad de un cliente de una compañía aérea: diferencias entre aerolíneas tradicionales y de bajo coste”. Cuadernos de Economía y Dirección de la Empresa. 14, 162-172.
Fornell, C., Larcker, D.F. (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”. Journal of Marketing Research. 18, 39-50.
Garland, R., y Gendall, P. (2004). “Testing Dick and Basu's customer loyalty model”. Australasian. 81-87.
Gourdin, K. (1988). “Bringing quality back to commercial travel”. Transportation Journal. 27, 23-29.
Grönroos, C. (1984). “A service quality model and its marketing implications. European Journal of Marketing 18, 36-44.
Grönroos, C. (2001). “A service quality model and its Marketing implications”. European Journal of Marketing. 18(4), 36-44.
Grupo Aeroportuario del Pacífico. Estadísticas de vuelos, 2015. Recuperado de:
https://www.aeropuertosgap.com.mx/es/hermosillo/estadisticas.html
Hallowell, R. (1996). “The relationships of customer satisfaction, customer loyalty and profitability International”. Journal of Service Industry Management. 7, 27-42.
Han, X., Kwortnik, R. y Wang, C. (2008). “Service loyalty: an integrated model and examination across service contexts”. Journal of Service Research. 11, 22-42.
Hayes, B.E. (2008). “The True Test of Loyalty”. Quality Progress. 41, 20-26.
Interjet. (s/f). Mapa de destinos nacionales e internacionales. Recuperado de: https://www.interjet.com.mx/mapa-destinos-interjet.aspx
Jou, R.C., Lam, S.H., Hensher, D.A., Chen, C.C., Kuo, C.W. (2008). “The effect of service quality and price on international airline competition”. Transportation Research Part E. 44, 580-592.
Kim, K.J., Jeong, I. J., Park, J. C., Park, Y. J., Kim, C.G., y Kim, T.H. (2007). “The impact of network performance on customer satisfaction and loyalty: High speed internet service case in Korea”. Expert System With Applications. 32, 822-831.
Lau, T.C., Kwek, C.L. y Tan, H.P. (2011). “Airline e-ticketing service: how e-service quality and customer satisfaction impacted purchase intentions”. International Business Management. 5, 200-208.
Liou, J.H., y Tzeng, G.H. (2007). A non-additive model for evaluating airline service quality”. Journal of Air Transport Management. 13, 131-138.
Lu, J.L., Ling, F.Y. (2008). “Cross-cultural perspectives regarding service quality and satisfaction in Chinese cross-strait airlines”. Journal of Air Transport Management. 14, 16-19.
Mcalexander, J.H., Kaldenberg, D.O., y Koening, H.F. (1994). “Service Quality Measurement”. Journal of Health Care Marketing. 3, 34-40.
Mcdougall, G. y Levesque, T. (2000). “Customer Satisfaction with Services: Putting Perceived Value into the Equation”. The Journal of Services Marketing. 14, 392.
Mason, Keith, J. (2002). “Future Trends in Business Travel Decision Making”. Journal of Air Transportation. 7, 47-68.
Meissner, M. (2008). Las líneas aéreas de bajo coste: fundamentos teóricos y estudio empírico sobre su impacto en el transporte aéreo y en la estructura del sector turístico en Europa. Tesis inédita de Doctorado, Universidad de Málaga.
Nadiri, H., Hussain, K., Ekiz, E.H. y Erdogan, S. (2008). “An investigation on the factors influencing passengers’ loyalty in the north Cyprus National Airline”. The TQM Journal. 20, 265-280.
O’Connell, J. y Williams, G. (2005). Passengers’ perceptions of low cost airlines and full service carriers-A case study involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines (inédito).
Oliver, R.L. (1981). “Measurement and Evaluation of Satisfaction Process in Retail Settings”. Journal of Retailing. 57, 18-48.
Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill, New York, NY.
Ostrowski, P.L., O’Brien, T.V., Gordon, G.L. (1993). “Service quality and customer loyalty in the commercial airline industry”. Journal of Marketing. 22, 16-24.
Parasuraman, A., Zeithaml, V.A., y Berry, L.L. (1985). “A conceptual model of service quality and implications for future research”. Journal of Marketing. 49, 41-50.
Parasuraman, A., Zeithaml, V.A., y Berry, L.L. (1988). “SERVQUAL: a multi-item scale for measuring consumer perceptions of service quality”. Journal of Retailing. 64, 12-40.
Park, J.W., Robertson, R. y Wu, C.L. (2005). “Investigating the effects of service quality on airline image and behavioral intentions: findings from Australian international air passengers”. Journal of Tourism Studies. 16, 2-11.
Park, J.W., Robertson, R., Wu, C.L. (2006). “Modeling the Impact of Airline Service Quality and Marketing Variables on Passengers Future Behavioral Intentions”. Transportation Planning and Technology. 29, 359-381.
Pons, J. y Reynés, M. (2010). “Movilidad y sostenibilidad en el transporte aéreo: las compañías de bajo coste en los destinos turísticos de España y Baleares”. Revista Transporte y Territorio. 2, 68-98.
Reichheld, F.F., y W. E.J. Sasser. (1990). “Zero Defections: Quality Comes to Services”. Harvard Business Review. 68, 2-9.
Reinartz, W. y Kumar, V. (2002). “The Mismanagement of Customer Loyalty”. Harvard Business Review. 80, 86-94
Rust, R.T., y Zahorik, A.J. (1993). “Customer Satisfaction, Customer Retention and Market Share”. Journal of retailing. 69, 193-215.
Saha, G.C. y Theingi (2009). “Service quality, satisfaction, and behavioural intentions: a study of low-cost airline carriers in Thailand”. Managing Service Quality. 19, 350-372.
Sánchez, P. y Barberá, M. (2007). “Planificación aeroportuaria y estrategias ambientales en Cataluña”. Boletín de la Asociación de Geógrafos Españoles. 45, 99-121.
Schumacker, RE., y Lomax, R.G. (2004). A Beginner’s Guide to Structural Equation Modeling. Lawrence Erlbaum Associates.
Shankar, V., A. K. Smith, y A. Rangaswamy. (2003). “The Relationship Between Customer Satisfaction and Loyalty in Online and Offline Environments”. E-Business Research Center Working Paper. http://www.ebrc.psu.edu/publications/papers/pdf/2000-02.pdf
Sumarwan, U. (2011). Perilaku Konsumen Teori dan Penerapannya Dalam Pemasaran. Bogor: Ghalia Indonesia.
Teichert, T., Shehu, E. y Wartburg, I. (2008). Customer segmentation revisited: the case of the airline industry. Transportation Research Part A: Policy and Practice. 42, 227-242.
Tiernan, S., Rhoades, D.L., Waguespack, B. Jr. (2008). “Airline service quality: Exploratory analysis of consumer perceptions and operational performance in the USA and EU”. Managing Service Quality: An International Journal. 18, 212-224.
Torres, M. (2005). Estudio de la viabilidad de establecimiento de una línea aérea de bajo costo y largo alcance desde el aeropuerto de Barcelona (inédito).
Truitt, L. y Haynes, R. (1994). “Evaluating service quality and productivity in the regional airline industry”. Transportation Journal. 33, 21-32.
Tsoukatos, E. y Mastrojianni, E. (2010). “Key determinants of service quality in retail banking”. EuroMed Journal of Business. 5, 85-100.
Vesel, P., y Zabkar, V. (2009). “Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program”. Journal of retailing a customer services. 16, 396-406.
Zeithaml, V.A., Berry, L.L., Parasuraman, A. (1996). “The behavioral consequences of service quality”. Journal of Marketing Management. 60, 31-46.
Agostini, C. (2012). “El mercado de transporte aéreo: Lecciones de política de una revisión de la literatura”. Journal of Transport Literature. 6, 239-277.
Amin, M., Yahya, Z., Ismayatim, W.F.A., Nasharuddin, S.Z. y Kassim, E. (2013). “Service quality dimension and customer satisfaction: an empirical study in the Malaysian hotel industry”. Services Marketing Quarterly. 34, 115-12.
Archana, R. y Subha, M.V. (2012). “A study on service quality and passenger satisfaction on Indian Airlines”. International Journal of Multidisciplinary Research. 2, 50-63.
Auh, S., y Johnson, M. D. (2005). “Compatibility effects in evaluations of satisfaction and loyalty”. Journal of Economic Psychology. 26, 35-57.
Babbar, S., Koufteros, X. (2008). “The human element in airline service quality: contact personnel and the customer”. International Journal of Operations & Production Management. 28, 804-830.
Barclay, D., Higgins, C., Thompson, R. (1995). “The Partial Least Squares (PLS) Approach to Causal Modelling: Personal Computer Adoption and Use as an Illustration”. Technology Studies, Special Issue on Research Methodology. 2, 285-309.
Barsky, J.D. (1992). “Customer Satisfaction in the Hotel Industry: Meaning and Measurement”. Hospitality Research Journal. 16, 51-73.
Bitner, M.J. (1990). “Evaluating service encounters – the effects of physical surroundings and employee response”. Journal of Marketing. 54, 69-82.
Bodet, G. (2008). “Customer satisfaction and loyalty in service: two concepts, four construct several relationships”. Journal of Retailing and Consumer Services. 15, 156-162.
Boetsch, T., Bieger, Th. y Wittmer, A. (2011). “A Customer-Value Framework for Analyzing Airline Services”. Transportation Journal. 50, 251-270.
Bolton, R.N. y Drew, J.H. (1991). “A multi-stage model of customers’ assessments of service quality and value”. Journal of Consumer Research. 17, 375-384.
Bowen, J.T. y Shoemaker, S. (2003). “Loyalty: A Strategic Commitment”. Cornell Hotel and Restaurant Administration Quarterly. 44, 31-46.
Byrne, B.M. (2010). Structural equation modelling with AMOS; basic concepts, applications and programming. New York: Taylor and Francis.
Cronin, J. y Taylor, S.A. (1992). “Measuring service quality: a re-examination and extension”. Journal of Marketing. 56, 55-67.
Cronin, J.J. y Taylor, S.A. (1994). “SERVPERF versus SERVQUAL: reconciling performance based and perceptions-minus-expectations measurement of service quality”. Journal of Marketing. 58, 125-131.
Cruz, R. (2012). Aerolineas de bajo costo en México. Competencia modal, intermodal e intramodal. Revista de Contaduría y Adminstración. 57(4), 235-251.
Cunningham, L.F., Young, C.E., Lee, M. (2004). “Perceptions of airline service quality pre and post 9/11”. Public Works Management & Policy. 9, 10-25.
Chang, Y.H. y Yeh, C.H. (2002). “A survey analysis of service quality for domestic airlines”. European Journal of Operational Research. 139, 166-177.
Chu, Kuo-Ming. (2009). “The Construction Model of Customer Trust, Perceived Value and Customer Loyalty”. The Journal of American Academy of Business, Cambridge. 14, 98-103.
Dick, A., y Basu, K. (1994). “Customer Loyalty: Towards an Integrated Conceptual Framework”. Journal of the Academy of Marketing Science. 99-113.
Ekiz, H.E., Hussain, K. y Bavik, A. (2006). “Perceptions of service quality in north Cyprus National Airline”. Tourism and Hospitality Industry 2006 – New Trends in Tourism and Hospitality Management, Proceedings of 18th Biennial International Conference. Faculty of Tourism and Hospitality Management, 3-5, 778-790.
Forgas, S., Moliner, M., Sánchez, J. y Palau, R. (2011). “La formación de la lealtad de un cliente de una compañía aérea: diferencias entre aerolíneas tradicionales y de bajo coste”. Cuadernos de Economía y Dirección de la Empresa. 14, 162-172.
Fornell, C., Larcker, D.F. (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”. Journal of Marketing Research. 18, 39-50.
Garland, R., y Gendall, P. (2004). “Testing Dick and Basu's customer loyalty model”. Australasian. 81-87.
Gourdin, K. (1988). “Bringing quality back to commercial travel”. Transportation Journal. 27, 23-29.
Grönroos, C. (1984). “A service quality model and its marketing implications. European Journal of Marketing 18, 36-44.
Grönroos, C. (2001). “A service quality model and its Marketing implications”. European Journal of Marketing. 18(4), 36-44.
Grupo Aeroportuario del Pacífico. Estadísticas de vuelos, 2015. Recuperado de:
https://www.aeropuertosgap.com.mx/es/hermosillo/estadisticas.html
Hallowell, R. (1996). “The relationships of customer satisfaction, customer loyalty and profitability International”. Journal of Service Industry Management. 7, 27-42.
Han, X., Kwortnik, R. y Wang, C. (2008). “Service loyalty: an integrated model and examination across service contexts”. Journal of Service Research. 11, 22-42.
Hayes, B.E. (2008). “The True Test of Loyalty”. Quality Progress. 41, 20-26.
Interjet. (s/f). Mapa de destinos nacionales e internacionales. Recuperado de: https://www.interjet.com.mx/mapa-destinos-interjet.aspx
Jou, R.C., Lam, S.H., Hensher, D.A., Chen, C.C., Kuo, C.W. (2008). “The effect of service quality and price on international airline competition”. Transportation Research Part E. 44, 580-592.
Kim, K.J., Jeong, I. J., Park, J. C., Park, Y. J., Kim, C.G., y Kim, T.H. (2007). “The impact of network performance on customer satisfaction and loyalty: High speed internet service case in Korea”. Expert System With Applications. 32, 822-831.
Lau, T.C., Kwek, C.L. y Tan, H.P. (2011). “Airline e-ticketing service: how e-service quality and customer satisfaction impacted purchase intentions”. International Business Management. 5, 200-208.
Liou, J.H., y Tzeng, G.H. (2007). A non-additive model for evaluating airline service quality”. Journal of Air Transport Management. 13, 131-138.
Lu, J.L., Ling, F.Y. (2008). “Cross-cultural perspectives regarding service quality and satisfaction in Chinese cross-strait airlines”. Journal of Air Transport Management. 14, 16-19.
Mcalexander, J.H., Kaldenberg, D.O., y Koening, H.F. (1994). “Service Quality Measurement”. Journal of Health Care Marketing. 3, 34-40.
Mcdougall, G. y Levesque, T. (2000). “Customer Satisfaction with Services: Putting Perceived Value into the Equation”. The Journal of Services Marketing. 14, 392.
Mason, Keith, J. (2002). “Future Trends in Business Travel Decision Making”. Journal of Air Transportation. 7, 47-68.
Meissner, M. (2008). Las líneas aéreas de bajo coste: fundamentos teóricos y estudio empírico sobre su impacto en el transporte aéreo y en la estructura del sector turístico en Europa. Tesis inédita de Doctorado, Universidad de Málaga.
Nadiri, H., Hussain, K., Ekiz, E.H. y Erdogan, S. (2008). “An investigation on the factors influencing passengers’ loyalty in the north Cyprus National Airline”. The TQM Journal. 20, 265-280.
O’Connell, J. y Williams, G. (2005). Passengers’ perceptions of low cost airlines and full service carriers-A case study involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines (inédito).
Oliver, R.L. (1981). “Measurement and Evaluation of Satisfaction Process in Retail Settings”. Journal of Retailing. 57, 18-48.
Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill, New York, NY.
Ostrowski, P.L., O’Brien, T.V., Gordon, G.L. (1993). “Service quality and customer loyalty in the commercial airline industry”. Journal of Marketing. 22, 16-24.
Parasuraman, A., Zeithaml, V.A., y Berry, L.L. (1985). “A conceptual model of service quality and implications for future research”. Journal of Marketing. 49, 41-50.
Parasuraman, A., Zeithaml, V.A., y Berry, L.L. (1988). “SERVQUAL: a multi-item scale for measuring consumer perceptions of service quality”. Journal of Retailing. 64, 12-40.
Park, J.W., Robertson, R. y Wu, C.L. (2005). “Investigating the effects of service quality on airline image and behavioral intentions: findings from Australian international air passengers”. Journal of Tourism Studies. 16, 2-11.
Park, J.W., Robertson, R., Wu, C.L. (2006). “Modeling the Impact of Airline Service Quality and Marketing Variables on Passengers Future Behavioral Intentions”. Transportation Planning and Technology. 29, 359-381.
Pons, J. y Reynés, M. (2010). “Movilidad y sostenibilidad en el transporte aéreo: las compañías de bajo coste en los destinos turísticos de España y Baleares”. Revista Transporte y Territorio. 2, 68-98.
Reichheld, F.F., y W. E.J. Sasser. (1990). “Zero Defections: Quality Comes to Services”. Harvard Business Review. 68, 2-9.
Reinartz, W. y Kumar, V. (2002). “The Mismanagement of Customer Loyalty”. Harvard Business Review. 80, 86-94
Rust, R.T., y Zahorik, A.J. (1993). “Customer Satisfaction, Customer Retention and Market Share”. Journal of retailing. 69, 193-215.
Saha, G.C. y Theingi (2009). “Service quality, satisfaction, and behavioural intentions: a study of low-cost airline carriers in Thailand”. Managing Service Quality. 19, 350-372.
Sánchez, P. y Barberá, M. (2007). “Planificación aeroportuaria y estrategias ambientales en Cataluña”. Boletín de la Asociación de Geógrafos Españoles. 45, 99-121.
Schumacker, RE., y Lomax, R.G. (2004). A Beginner’s Guide to Structural Equation Modeling. Lawrence Erlbaum Associates.
Shankar, V., A. K. Smith, y A. Rangaswamy. (2003). “The Relationship Between Customer Satisfaction and Loyalty in Online and Offline Environments”. E-Business Research Center Working Paper. http://www.ebrc.psu.edu/publications/papers/pdf/2000-02.pdf
Sumarwan, U. (2011). Perilaku Konsumen Teori dan Penerapannya Dalam Pemasaran. Bogor: Ghalia Indonesia.
Teichert, T., Shehu, E. y Wartburg, I. (2008). Customer segmentation revisited: the case of the airline industry. Transportation Research Part A: Policy and Practice. 42, 227-242.
Tiernan, S., Rhoades, D.L., Waguespack, B. Jr. (2008). “Airline service quality: Exploratory analysis of consumer perceptions and operational performance in the USA and EU”. Managing Service Quality: An International Journal. 18, 212-224.
Torres, M. (2005). Estudio de la viabilidad de establecimiento de una línea aérea de bajo costo y largo alcance desde el aeropuerto de Barcelona (inédito).
Truitt, L. y Haynes, R. (1994). “Evaluating service quality and productivity in the regional airline industry”. Transportation Journal. 33, 21-32.
Tsoukatos, E. y Mastrojianni, E. (2010). “Key determinants of service quality in retail banking”. EuroMed Journal of Business. 5, 85-100.
Vesel, P., y Zabkar, V. (2009). “Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program”. Journal of retailing a customer services. 16, 396-406.
Zeithaml, V.A., Berry, L.L., Parasuraman, A. (1996). “The behavioral consequences of service quality”. Journal of Marketing Management. 60, 31-46.
Publicado
2016-06-01
Como Citar
Ibarra-Morales, L. E., & Paredes-Zempual, D. (2016). A qualidade no serviço e seu efeito na lealdade e satisfação do passageiro nas aerolíneas de baixo custo. Sonora, México. Ágora De Heterodoxias, 2(1), 38-63. Recuperado de https://revistas.uclave.org/index.php/agora/article/view/223
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