Las relaciones comerciales en el campo de la hotelería: un modelo estructural aplicado al segmento corporativo
Business relations in hospitality: A structural model applied to the corporate segment
##plugins.themes.bootstrap3.article.sidebar##
PDF
FLIP
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
##plugins.themes.bootstrap3.article.main##
El presente artículo tiene como objetivo investigar sobre la influencia de la importancia y la calidad de las relaciones comerciales en la decisión de una empresa de mantener su relación con un determinado hotel. Para abordar el problema, se propone un modelo puesto a prueba con base en los datos de una encuesta de una muestra final de 483 representantes de pequeñas y medianas empresas (PYMEs) de Portugal. Los participantes expresaron sus percepciones acerca de las relaciones comerciales con sus socios clave en una cadena de hoteles. Los datos se analizaron utilizando la técnica estadística de modelos de ecuaciones estructurales. El estudio produjo varios resultados importantes.
La calidad de la relación está influenciada por variables interpersonales, entre las cuales se destaca el papel de Administrador de Clientes (es decir, el representante del hotel), y surgen otras variables asociadas a la relación misma. En cuanto a la importancia de la relación, surgen varios factores como indicadores significativos, tales como los beneficios de la relación y los costos de su interrupción. Los resultados sugieren que la importancia de la relación juega un papel preponderante en la determinación de la propensión a la interacción futura. En cuanto a la contribución teórica, la presente investigación añade valor al paradigma del marketing relacional, ya que somete a prueba y valida un modelo de la influencia de la importancia de la relación, además de los efectos de la calidad de la relación en la propensión de la futura interacción entre las PYMEs y los hoteles. Este estudio también sugiere implicaciones prácticas relacionadas con la gestión, a la luz del éxito de las estrategias de marketing relacional, y con el objetivo de fidelizar al cliente y obtener rentabilidad de la relación comercial que se haya establecido.
Descargas
##plugins.themes.bootstrap3.article.details##
Athanasopoulou, P. (2009). Relationship quality: A critical literature review and research agenda. European Journal of Marketing, 43(5/6), 583-610.
https://doi.org/10.1108/03090560910946945 DOI: https://doi.org/10.1108/03090560910946945
Anderson, E. e Weitz, B. (1989). Determinants of Continuity in Conventional Industrial Channel Dyads. Marketing Science, 8(outono), 310-23.
https://doi.org/10.1287/mksc.8.4.310 DOI: https://doi.org/10.1287/mksc.8.4.310
Anderson, E. e Weitz, B. (1992). The Use of Pledges to Build and Sustain Commitment in Distribution Channels. Journal of Marketing Research, 29(fev.), 18-34.
https://doi.org/10.1177/002224379202900103 DOI: https://doi.org/10.1177/002224379202900103
Beck, J. T., Chapman, K. e Palmatier R. W. (2015). Understanding Relationship Marketing and Loyalty Program Effectiveness in Global Markets. Journal of International Marketing, 23(3), 1-21.
https://doi.org/10.1509/jim.15.0010 DOI: https://doi.org/10.1509/jim.15.0010
Beritelli, P. e Laesser, C. (2011). Power Dimensions and Influence Reputation in Tourist Destinations: Empirical Evidence from a Network and Stakeholders. Tourism Management, 32, 1299-1309.
https://doi.org/10.1016/j.tourman.2010.12.010 DOI: https://doi.org/10.1016/j.tourman.2010.12.010
Boles, J. S., Johnson, J. e Barksdale, H. C. (2000). How Salespeople Build Quality Relationships: A Replication and Extension. Journal of Business Research, 48, 75-81.
https://doi.org/10.1016/S0148-2963(98)00078-2 DOI: https://doi.org/10.1016/S0148-2963(98)00078-2
Bradford, K., S. Brown, S. Ganesan, G. Hunter, V. Onyemah, R., Palmatier, D. Rouziès, R. Spiro, H. Sujan e Weitz, B. (2010). The embedded sales force: Connecting buying and selling organizations. Marketing Letters, 21, 239-53.
https://doi.org/10.1007/s11002-010-9106-1 DOI: https://doi.org/10.1007/s11002-010-9106-1
Crosby, L. A., Evans, K. E. e Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54(jul.), 68-81.
https://doi.org/10.1177/002224299005400306 DOI: https://doi.org/10.1177/002224299005400306
Dwyer, F.R., Schurr, P. H. e Oh, S. (1987). Developing Buyer-Seller Relationships. Journal of Marketing, 51(abril), 11-27.
https://doi.org/10.1177/002224298705100202 DOI: https://doi.org/10.1177/002224298705100202
Evans, J. R. e Laskin, R. L. (1994). The Relationship Marketing Process: A Conceptualization and Application. Industrial Marketing Management, 23, 438-52.
https://doi.org/10.1016/0019-8501(94)90007-8 DOI: https://doi.org/10.1016/0019-8501(94)90007-8
Ford, D., Gadde, L.-E., Hakanson, H., Lundgren, A., Snehota, I., Turnbull, P. et al. (1998). Managing Business Relationships. Chichester: John Wiley & Sons.
Frazier, G. L. (1983). Interorganizational Exchange Behaviour in Marketing Channels: A Broadened Perspective. Journal of Marketing, 47(outono), 68-78.
https://doi.org/10.1177/002224298304700408 DOI: https://doi.org/10.1177/002224298304700408
Furash, E. E. (1997). Management Strategies: What's in it for me? Journal of Lending & Credit Risk Management, 79(ago.), 7-12.
Granovetter, M. (1985). Economic action and social structure: The problem of embeddedness. American Journal of Sociology, 91, 481-510.
https://doi.org/10.1086/228311 DOI: https://doi.org/10.1086/228311
Gümmesson, E., (2014). Productivity, quality and relationship marketing in service operations. International Journal of Contemporary Hospitality Management, 26(5), 656-662.
https://doi.org/10.1108/IJCHM-01-2014-0017 DOI: https://doi.org/10.1108/IJCHM-01-2014-0017
Gümmesson, E. e Grönroos, C. (2012). The emergence of the new service marketing: Nordic school perspectives. Journal of Service Management, 23(4), 479-497.
https://doi.org/10.1108/09564231211260387 DOI: https://doi.org/10.1108/09564231211260387
Gundlach, G., Achrol, R. e Mentzer, J. (1995). The Structure of Commitment in Exchange. Journal of Marketing, 59 (jan.), 78-92.
https://doi.org/10.1177/002224299505900107 DOI: https://doi.org/10.1177/002224299505900107
Guo, X. e He, L. (2012). Tourism supply-chain coordination: the cooperation between tourism hotel and tour operator. Tourism Economics, 18(6), 1361-1376.
https://doi.org/10.5367/te.2012.0179 DOI: https://doi.org/10.5367/te.2012.0179
Hakansson, H., Ford, D., Gadde, L.-E., Snehota, I. e Waluszewsky, A. (2009). Business in Networks. Chichester: Wiley.
Han, S. L., Wilson, D. T. e Dant, S. P. (1993). Buyer-Supplier Relationships Today. Industrial Marketing Management, 22, 331-338.
https://doi.org/10.1016/0019-8501(93)90029-7 DOI: https://doi.org/10.1016/0019-8501(93)90029-7
Henderson, C. M., Beck, J. T. e Palmatier, R. W. (2011). Review of the theoretical underpinnings of loyalty programs. Journal of Consumer Psychology, 21(3), 256-276
https://doi.org/10.1016/j.jcps.2011.02.007 DOI: https://doi.org/10.1016/j.jcps.2011.02.007
Holmlund, M. (2001). The D&D model: Dimensions and domain of relationship quality perceptions. Service Industries Journal 1(3), 13-36.
https://doi.org/10.1080/714005036 DOI: https://doi.org/10.1080/714005036
Holmlund, M. e Kock, S. (1996). Relationship Marketing - The Importance of Customer-Perceived Service Quality In Retail Banking. Service Industries Journal, 16(3), 287-304.
https://doi.org/10.1080/02642069600000029 DOI: https://doi.org/10.1080/02642069600000029
Hughes, D. E., Le Bon, J. e Rapp, A. (2013). Gaining and leveraging customer-based competitive intelligence: The pivotal role of social capital and salesperson adaptive selling skills. Journal of the Academy of Marketing Science, 41, 91-110.
https://doi.org/10.1007/s11747-012-0311-8 DOI: https://doi.org/10.1007/s11747-012-0311-8
Jacoby, J. e Kaplan, L. B. (1972). The Components of Perceived Risk. Em M. Venkatesan (Ed.), SV - Proceedings of the Third Annual Conference of the Association for Consumer Research (382-393). Chicago, IL: Association for Consumer Research.
Kelley, S. W. (1992). Developing Customer Orientation Among Service Employees. Journal of the Academy of Marketing Science, 20(inverno), 27-36.
https://doi.org/10.1007/BF02723473 DOI: https://doi.org/10.1007/BF02723473
Krasnikov, A., Jayachandran, S. e Kumar, V. (2009). The impact of customer relationship management implementation on cost and profit efficiencies: Evidence from the U.S. commercial banking industry. Journal of Marketing, 73(6), 61.
https://doi.org/10.1509/jmkg.73.6.61 DOI: https://doi.org/10.1509/jmkg.73.6.61
Kohli, A. K. (2011). From the editor: Reflections on the Review Process. Journal of Marketing 75(nov.), 1-4.
https://doi.org/10.1509/jm.75.6.editorial DOI: https://doi.org/10.1509/jm.75.6.editorial
Kumar, N., Scheer, L. K. e Steenkamp, J. B. (1995). The Effects of Perceived Interdependence on Dealer Attitudes. Journal of Marketing Research, 32(ago.), 348-356.
https://doi.org/10.1177/002224379503200309 DOI: https://doi.org/10.1177/002224379503200309
Lawler, E. J. e Yoon, J. (1993). Power and the Emergence of Commitment Behavior in Negotiated Exchange. American Sociological Review, 58(ago.), 465-481.
https://doi.org/10.2307/2096071 DOI: https://doi.org/10.2307/2096071
Leuthesser, L. (1997). Supplier relational behaviour: An empirical assessment. Industrial Marketing Management, 26, 245-54.
https://doi.org/10.1016/S0019-8501(96)00092-2 DOI: https://doi.org/10.1016/S0019-8501(96)00092-2
Lusch, R. F. e Vargo, S. L. (2014). Service-Dominant Logic: Premises, Perspectives, Possibilities. Nova York: Cambridge University Press.
https://doi.org/10.1017/CBO9781139043120 DOI: https://doi.org/10.1017/CBO9781139043120
Maggon, M. e Chaudhry, H. (2015). Revisiting Relationship Marketing and Customer Relationship Management in Leading Tourism and Hospitality Journals: Research Trends from 2001 to 2013. Journal of Relationship Marketing, 14(1), 53-77.
https://doi.org/10.1080/15332667.2015.1022110 DOI: https://doi.org/10.1080/15332667.2015.1022110
Mele, C.; Pels, J. e Polese, F. (2010). A brief review of systems theories and their managerial applications. Service Science, 2(1/2), 126-135.
https://doi.org/10.1287/serv.2.1_2.126 DOI: https://doi.org/10.1287/serv.2.1_2.126
McQuiston, D. H. (1989). Novelty, Complexity and Importance as Casual Determinants of Industrial Buyer Behavior. Journal of Marketing, 53(abril), 66-79.
https://doi.org/10.1177/002224298905300205 DOI: https://doi.org/10.1177/002224298905300205
McQuiston, D. H. (2001). A Conceptual Model for Building and Maintaining Relationships between Manufacturers' Representatives and Their Principals. Industrial Marketing Management, 30, 165-181.
https://doi.org/10.1016/S0019-8501(00)00141-3 DOI: https://doi.org/10.1016/S0019-8501(00)00141-3
Molm, L. (1991). Affect and Social Exchange: Satisfaction in Power-Dependence Relationships. American Sociological Review, 56, 475-493.
https://doi.org/10.2307/2096269 DOI: https://doi.org/10.2307/2096269
Monroe, K. B. (1991). Pricing - Making Profitable Decisions. Nova York, McGraw-Hill.
Morgan, R. M. e Hunt, S. D. (1994). The Commitment Trust Theory of Relationship Marketing. Journal of Marketing, 58(jul.), 20-38.
https://doi.org/10.1177/002224299405800302 DOI: https://doi.org/10.1177/002224299405800302
MORIARTY, R.T. e Kimball, R. C. e Gay, J. H. (1983). The management of corporate banking relationships. MIT Sloan Management Review, 24(3), 3-16.
Naudé, P. e Buttle, F. (2000). Assessing Relationship Quality. Industrial Marketing Management, 29, 351-61.
https://doi.org/10.1016/S0019-8501(00)00112-7 DOI: https://doi.org/10.1016/S0019-8501(00)00112-7
Nyaga, G., Lynch, D, Marshall, D. e Ambrose, E. (2013). Power asymmetry, adaptation and collaboration in dyadic relationships involving a powerful partner. Journal of Supply Chain Management, 49(3), 42-65.
https://doi.org/10.1111/jscm.12011 DOI: https://doi.org/10.1111/jscm.12011
Nyaga, G. N. e Whipple, J. M. (2011). Relationship Quality and Performance Outcomes: Achieving a Sustainable Competitive Advantage. Journal of Business Logistics, 32(4), 345-360.
https://doi.org/10.1111/j.0000-0000.2011.01030.x DOI: https://doi.org/10.1111/j.0000-0000.2011.01030.x
Palmatier, R. W., Houston, M. B., Dant, R. P. e Grewal, D. (2013). Relationship Velocity: Toward a Theory of Relationship Dynamics. Journal of Marketing 77(jan.): 13-30.
https://doi.org/10.1509/jm.11.0219 DOI: https://doi.org/10.1509/jm.11.0219
Palmatier, R. W., Jarvis, C. B., Bechkoff, J. R. e Kardes, F. R. (2009). The role of customer gratitude in relationship marketing. Journal of Marketing, 73, 1-18.
https://doi.org/10.1509/jmkg.73.5.1 DOI: https://doi.org/10.1509/jmkg.73.5.1
Palmatier, R. W., Dant, R. P., Grewal, D. e Evans, K. R. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing, 70(4), 136-153.
https://doi.org/10.1509/jmkg.70.4.136 DOI: https://doi.org/10.1509/jmkg.70.4.136
Pardo, C. e Salle, R. (1994). Strategic Interplays of an Actor in a Relationship with a Distributor. Industrial Marketing Management, 23, 403-18.
https://doi.org/10.1016/0019-8501(94)90005-1 DOI: https://doi.org/10.1016/0019-8501(94)90005-1
Perrien, J., Filiatraut, P. e Ricard, L. (1993). The Implementation of Relationship Marketing in Commercial Banking. Industrial Marketing Management, 22, 141-148.
https://doi.org/10.1016/0019-8501(93)90040-E DOI: https://doi.org/10.1016/0019-8501(93)90040-E
Perrien, J. e Ricard, L. (1995). The Meaning of a Marketing Relationship: A Pilot Study. Industrial Marketing Management, 24(1), 37-43.
https://doi.org/10.1016/0019-8501(94)00029-V DOI: https://doi.org/10.1016/0019-8501(94)00029-V
Rusbult, C. E. (1983). A Longitudinal Test of the Investment Model: The Development (and Deterioration) of Satisfaction and Commitment in Heterosexual Involvemnets. Journal of Personality and Social Psychology, 45(jul.), 101-17.
https://doi.org/10.1037/0022-3514.45.1.101 DOI: https://doi.org/10.1037/0022-3514.45.1.101
Saxe, R. e Weitz, B. A. (1982). The SOCO Scale: A Mesure of the Customer Orientation of Salespeople. Journal of Marketing Research, 19(ago.), 343-51.
https://doi.org/10.1177/002224378201900307 DOI: https://doi.org/10.1177/002224378201900307
Smith, A. M. (1989). Service Quality: Relationships Between Banks and Their Small Business Clients. International Journal of Bank Marketing (5), 28-35.
https://doi.org/10.1108/02652328910131935 DOI: https://doi.org/10.1108/02652328910131935
Sujan, H., Weitz, B. A. e Sujan, M. (1988). Increasinng Sales Productivity by Getting Salespeople to Work Smarter. Journal of Personal Selling and Sales Management, 8(ago.), 9-19.
Swan, J. E., Trawick, F., Rink, D. R. e Roberts, J. J. (1988). Measuring Dimensions of Purchaser Trust of Industrial Salespeople. Journal of Personal Selling and Sales Management, 8(maio), 1-9.
Vargo, S. e Lush, R. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(jan.), 1-17.
https://doi.org/10.1509/jmkg.68.1.1.24036 DOI: https://doi.org/10.1509/jmkg.68.1.1.24036
Vieira, A. L. (2013). Assessing Relationship Quality and its Key Constructs from a Rival Models Approach. Management Research, 11(2), 113-132.
https://doi.org/10.1108/MRJIAM-01-2013-0497 DOI: https://doi.org/10.1108/MRJIAM-01-2013-0497
Vieira, A. L. (2015). Relações de Negócio: os serviços hoteleiros e o segmento PME. Faro: Sílabas e Desafios.
Vieira, A. L., Winklhofer, H. e Ennew, C. T. (2008). Relationship Quality: Literature Review and Research Agenda. Journal of Customer Behaviour, 7(4), 269-291.
https://doi.org/10.1362/147539208X386833 DOI: https://doi.org/10.1362/147539208X386833
Vieira, A. L., Winklhofer, H. e Ennew, C. T. (2014). The Effects of Relationship Marketing on Share of Business: A Synthesis and Comparison of Models. Journal of Business-to-Business Marketing, 21, 1-24.
https://doi.org/10.1080/1051712X.2014.903455 DOI: https://doi.org/10.1080/1051712X.2014.903455
Webster, C. (1993). Buyer Involvement in Purchasing Success. Industrial Marketing Management, 22,199-205.
https://doi.org/10.1016/0019-8501(93)90006-S DOI: https://doi.org/10.1016/0019-8501(93)90006-S
Williams, K. C. e Spiro, R. L. (1985). Communication Style in the Salesperson-Customer Dyad. Journal of Marketing Research, 22(nov.), 434-442.
https://doi.org/10.1177/002224378502200408 DOI: https://doi.org/10.1177/002224378502200408
Williams, K. C., Spiro, R. L. e Fine, L. M. (1990). The Customer-Salesperson Dyad: An Interaction/Communication Model and Review. Journal of Personal Selling and Sales Management, 10(verão), 29-43.
Wilson, D. T. (1995). An Integrated Model of Buyer-Seller Relationships. Journal of the Academy of Marketing Science, 2(4), 335-345.
https://doi.org/10.1177/009207039502300414 DOI: https://doi.org/10.1177/009207039502300414
Woodside, A. G., Wilson, E. J. e Milner, P. (1992). Buying and Marketing CPA Services. Industrial Marketing Management, 21, 265-272.
https://doi.org/10.1016/0019-8501(92)90024-N DOI: https://doi.org/10.1016/0019-8501(92)90024-N
Yelkur, R., DaCosta, M. (2001). Differential Pricing and Segmentation on the Internet: The Case of Hotels. Management Decision, 39(4), 252-261.
https://doi.org/10.1108/00251740110391411 DOI: https://doi.org/10.1108/00251740110391411
