Aumento de la lealtad en el transporte marítimo en Panamá con la mirada puesta en el cliente

Increased loyalty in transportation Maritime in Panama with an eye on on the client

##plugins.themes.bootstrap3.article.main##

Milva Eileen Justavino-Castillo
Irene Gil-Saura
María Fuentes-Blasco
Beatriz Moliner-Velázquez
David Servera-Francés
Resumen

En el contexto del transporte marítimo, los clientes pueden desarrollar distintos roles. Objetivo. Analizar la lealtad en las relaciones entre empresas marítimas según el tipo de cliente (importador y agente de carga), observando las prácticas sostenibles y el valor
logístico como variables impulsoras de la lealtad. Metodología. Se analizó una muestra de 105 empresas panameñas de transporte marítimo por medio de la estimación de un modelo de ecuaciones estructurales. Resultados. Se evidencia el papel mediador del valor logístico entre las prácticas sostenibles y la lealtad. Se constata la influencia que posee el tipo de cliente sobre los efectos encadenados hipotetizados. Conclusiones. Se concluye que para los importadores la cadena de efectos se intensifica y que tanto el valor logístico como las prácticas sostenibles son bases en las que apoyar la estrategia de fidelización. Así pues, se dibuja la ruta para el mantenimiento de las relaciones a largo plazo con este tipo de cliente.

Palabras clave

Descargas

Los datos de descargas todavía no están disponibles.

##plugins.themes.bootstrap3.article.details##

Biografía del autor/a / Ver

Milva Eileen Justavino-Castillo, Universidad Tecnológica de Panamá

Magíster en Cadena de Suministro y Logística. Universidad Tecnológica de Panamá

Irene Gil-Saura, Universidad de Valencia, Valencia, España

Doctora en Ciencias Económicas y Empresariales. Universidad de Valencia, Valencia, España

María Fuentes-Blasco, Universidad Pablo de Olavide, Sevilla, España.

Doctora en Ciencias Económicas y Empresariales. Universidad Pablo de Olavide, Sevilla, España.

Beatriz Moliner-Velázquez, Universidad de Valencia, Valencia, España

Doctora en Ciencias Económicas y Empresariales. Universidad de Valencia, Valencia, España

David Servera-Francés, Universidad Católica de Valencia San Vicente Mártir

Doctor en Marketing. Universidad Católica de Valencia San Vicente Mártir, Valencia, España

Referencias

Alamoush, A.S., Ballini, F. and Ölçer, A.I. (2021). Ports, maritime transport, and industry: The immediate impact of COVID-19 and the way forward. Maritime Technology and Research, 4(1), 250092.

https://doi.org/10.33175/mtr.2022.250092 DOI: https://doi.org/10.33175/mtr.2022.250092

Anderson, J.C. and Gerbing, D.W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.

https://doi.org/10.1037/0033-2909.103.3.411 DOI: https://doi.org/10.1037/0033-2909.103.3.411

Balci, G., Cetin, I.B. and Tanyeri, M. (2018). Differentiation of container shipping services in Turkey. Transport Policy, 61, 26-35.

https://doi.org/10.1016/j.tranpol.2017.10.004 DOI: https://doi.org/10.1016/j.tranpol.2017.10.004

Balci, G., Caliskan, A. and Yuen, K.F. (2019). Relational bonding strategies, customer satisfaction, and loyalty in the container shipping market. International Journal of Physical Distribution and Logistics Management, 49(8), 816-838.

https://doi.org/10.1108/IJPDLM-02-2019-0051 DOI: https://doi.org/10.1108/IJPDLM-02-2019-0051

Chang, Y.T. and Danao, D. (2017). Green Shipping Practices of Shipping Firms. Sustainability, 9(5), 829.

https://doi.org/10.3390/su9050829 DOI: https://doi.org/10.3390/su9050829

Chin, W.W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.

Colmenares, O.A. and Saavedra, J.L. (2007). Theoretical review of the brand loyalty: Approaches and valuations. Cuadernos de Gestión, 7(2), 69-81.

Cui, C. et al. (2021). The Influence of Passengers' Perceived Social Responsibility Efforts on Their Satisfaction in Public-Private-Partnership Urban Rail Transit Projects. Sustainability, 13, 13108.

https://doi.org/10.3390/su132313108 DOI: https://doi.org/10.3390/su132313108

Dike, R.A. and Stanley, C.C. (2021). Effect of Customer relationship management on customers' loyalty in shipping companies in Lagos State, Nigeria. American International Journal of Business Management, 4(5), 52-64.

Dobmeier, M. (2016). Understanding and managing service productivity: A literature review. Journal of Business Market Management, 9(1), 518-540.

Elkington, J. (2004). Enter the triple bottom line. En Henriques, A. and Richardson, J. (Ed.), The Triple Bottom Line, Does It All Add Up? Assessing the Sustainability of Business and CSR. London, England: Earthscan.

Falk, R.F. and Miller, N.B. (1992). A primer for soft modeling. Akron, USA: University of Akron.

Fernando, Y., Jasmi, M.F.A. and Shaharudin, M.S. (2019). Maritime green supply chain management: Its light and shadow on the bottom line dimensions of sustainable business performance. International Journal of Shipping and Transport Logistics, 11(1), 60-93.

https://doi.org/10.1504/IJSTL.2019.096872 DOI: https://doi.org/10.1504/IJSTL.2019.096872

Fornell, C. and Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.

https://doi.org/10.1177/002224378101800104 DOI: https://doi.org/10.1177/002224378101800104

Gil-Saura, I., Servera-Francés, D. and Fuentes-Blasco, M. (2010). Antecedents and consequences of logistics value: And empirical investigation in the Spanish market. Industrial Marketing Management, 39(3), 493-506.

https://doi.org/10.1016/j.indmarman.2008.11.007 DOI: https://doi.org/10.1016/j.indmarman.2008.11.007

Gil-Saura, I. et al. (2015). La calidad y el valor percibido en el transporte de mercancías en España y su importancia en la segmentación de clientes. Innovar, 25(58), 105-123.

https://doi.org/10.15446/innovar.v25n58.52436 DOI: https://doi.org/10.15446/innovar.v25n58.52436

Gil-Saura, I., Berenguer-Contri, G. and Ruiz-Molina, E. (2018). Satisfaction and loyalty in B2B relationships in the freight forwarding industry: Adding perceived value and service quality into equation. Transport, 33(5), 1184-1195.

https://doi.org/10.3846/transport.2018.6648 DOI: https://doi.org/10.3846/transport.2018.6648

Gil-Saura, I. et al. (2020). The Role of Retail Equity, Value and Relational Benefits in Building B2B Relationships in Retailing. Journal of Relationship Marketing, 19(4), 253-286.

https://doi.org/10.1080/15332667.2019.1688599 DOI: https://doi.org/10.1080/15332667.2019.1688599

Grönroos, C. and Ojasalo, K. (2004). Service productivity- Towards a conceptualization of the transformation of inputs into economic results in services. Journal of Business Research, 57(4), 414-423.

https://doi.org/10.1016/S0148-2963(02)00275-8 DOI: https://doi.org/10.1016/S0148-2963(02)00275-8

Hair, J.F. et al. (2017). A primer on partial least squares structural equation modelling (PLS-SEM). Thousand Oaks, USA: SAGE.

Hair, J.F. et al. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.

https://doi.org/10.1108/EBR-11-2018-0203 DOI: https://doi.org/10.1108/EBR-11-2018-0203

Hanaysha, J.R. (2018). Customer retention and the mediating role of perceived value in retail industry. World Journal of Entrepreneurship, Management and Sustainable Development, 14(1), 2-24.

https://doi.org/10.1108/WJEMSD-06-2017-0035 DOI: https://doi.org/10.1108/WJEMSD-06-2017-0035

Hänninen, N. and Karjaluoto, H. (2017). Environmental values and customer-perceived value in industrial supplier relationships. Journal of Cleaner Production, 156, 604-613.

https://doi.org/10.1016/j.jclepro.2017.04.081 DOI: https://doi.org/10.1016/j.jclepro.2017.04.081

Hänninen, N. and Karjaluoto, H. (2017). The effect of marketing communication on business relationship loyalty. Marketing Intelligence and Planning, 35(4), 458-472.

https://doi.org/10.1108/MIP-01-2016-0006 DOI: https://doi.org/10.1108/MIP-01-2016-0006

Henseler, J., Ringle, C.M. and Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.

https://doi.org/10.1007/s11747-014-0403-8 DOI: https://doi.org/10.1007/s11747-014-0403-8

Henseler, J., Ringle, C.M. and Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405-431.

https://doi.org/10.1108/IMR-09-2014-0304 DOI: https://doi.org/10.1108/IMR-09-2014-0304

Jozef, E. et al. (2019). The effect of green shipping practices on multinational companies' loyalty in Malaysia. International Journal of Logistics Management, 30(4), 974-993.

https://doi.org/10.1108/IJLM-01-2019-0005 DOI: https://doi.org/10.1108/IJLM-01-2019-0005

Justavino-Castillo, M.E., Gil-Saura, I. y Fuentes-Blasco, M. (2020). Efectos de la sostenibilidad y del valor logístico en las relaciones entre empresas de transporte marítimo. Estudios Gerenciales, 36(157), 377-390.

https://doi.org/10.18046/j.estger.2020.157.3767 DOI: https://doi.org/10.18046/j.estger.2020.157.3767

Justavino-Castillo, M.E. et al. (2022). How to increase company loyalty: using relational variables and sustainable practices to segment the maritime transport sector. Economic Research-Ekonomska Istraživanja. En prensa.

https://doi.org/10.1080/1331677X.2022.2142830 DOI: https://doi.org/10.1080/1331677X.2022.2142830

Khan, E.A., Dewan, M.N.A. and Chowdhury, M.M.H. (2016). Reflective or formative measurement model of sustainability factor? A three industry comparison. Corporate Ownership and Control, 13(2), 83-92.

https://doi.org/10.22495/cocv13i2p9 DOI: https://doi.org/10.22495/cocv13i2p9

Kim, B.S. and Kim, B.Y. (2019). The effect of service attributes in Korean marine transportation services. Journal of Distribution Science, 17(12), 43-54.

https://doi.org/10.15722/jds.17.12.201912.43 DOI: https://doi.org/10.15722/jds.17.12.201912.43

Kumar, G. and Goswami, M. (2019). Sustainable supply chain performance, its practice and impact on barriers to collaboration. International Journal of Productivity and Performance Management, 68(8), 1434-1456.

https://doi.org/10.1108/IJPPM-12-2018-0425 DOI: https://doi.org/10.1108/IJPPM-12-2018-0425

Lam, J.S.L. (2015). Designing a sustainable maritime supply chain: A hybrid QFD-ANP approach. Transportation Research Part E: Logistics and Transportation Review, 78, 70-81.

https://doi.org/10.1016/j.tre.2014.10.003 DOI: https://doi.org/10.1016/j.tre.2014.10.003

Lin, C.-C., Chen, Y.J. and Wang, J.W. (2021). Double matching service preference for promoting short sea shipping: Evidence from Taiwan. Maritime Business Review, 6(4), 392-413.

https://doi.org/10.1108/MABR-04-2020-0026 DOI: https://doi.org/10.1108/MABR-04-2020-0026

Linh, N.T.C., Nga, D.Q. and Trang, P.N.T. (2019). Evaluating the ability to achieve efficiency in providing services of the freight forwarding firms in Viet Nam. International Journal of Supply Chain Management, 8(6), 146-152.

Lun, Y.H.V. et al. (2016). Green shipping management. London, England: Springer International Publishing.

https://doi.org/10.1007/978-3-319-26482-0 DOI: https://doi.org/10.1007/978-3-319-26482-0

Luo, X. and Bhattacharya, C.B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1-18. DOI: https://doi.org/10.1509/jmkg.70.4.1

https://doi.org/10.1509/jmkg.70.4.001 DOI: https://doi.org/10.1509/jmkg.70.4.001

Mohammed, A. and Al-Swidi, A. (2019). The influence of CSR on perceived value, social media and loyalty in the hotel industry. Spanish Journal of Marketing- ESIC, 23(3), 373-396.

https://doi.org/10.1108/SJME-06-2019-0029 DOI: https://doi.org/10.1108/SJME-06-2019-0029

Nguyen, X.N., Thaichon, P. and Nguyen Thanh, P.V. (2019). Customer-Perceived Value in Long-Term Buyer-Supplier Relationships: The General B2B Insurance Sector. Services Marketing Quarterly, 40(1), 48-65.

https://doi.org/10.1080/15332969.2019.1587866 DOI: https://doi.org/10.1080/15332969.2019.1587866

Novack, R.A., Langley, C.J. and Rinehart, L.M. (1995). Creating logistics value: Themes for the future. Illinois, USA: Council of Logistics Management.

Oliver, R.L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.

https://doi.org/10.2307/1252099 DOI: https://doi.org/10.2307/1252099

Psaraftis, H.N. (2019). Sustainable Shipping: A cross- Disciplinary View. Mew York, USA: Springer Nature. Ren, J. and Lützen, M. (2017). Selection of sustainable alternative energy source for shipping: Multicriteria decision making under incomplete information. Renewable and Sustainable Energy Reviews, 74, 1003-1019.

https://doi.org/10.1016/j.rser.2017.03.057 DOI: https://doi.org/10.1016/j.rser.2017.03.057

Ruiz-Martínez, A., Frasquet, M. and Gil-Saura, I. (2019). How to measure B2B relationship value to increase satisfaction and loyalty. Journal of Business and Industrial Marketing, 34(8), 1866-1878.

https://doi.org/10.1108/JBIM-10-2018-0289 DOI: https://doi.org/10.1108/JBIM-10-2018-0289

Sarstedt, M., Henseler, J. and Ringle, C.M. (2011). Multigroup analysis in partial least squares (PLS) path modeling: Alternative methods and empirical results. Advances in International Marketing, 22, 195-218.

https://doi.org/10.1108/S1474-7979(2011)0000022012 DOI: https://doi.org/10.1108/S1474-7979(2011)0000022012

Servera-Francés, D., Gil-Saura, I. y Fuentes-Blasco, M. (2008). El valor logístico: una propuesta de modelo a partir de sus atecedentes y consecuencias. Revista Europea de Dirección y Economía de la Empresa, 17(1), 127-150.

Servera-Francés, D., Fuentes-Blasco, M. and Piqueras- Tomás, L. (2020). The importance of sustainable practices in value creation and consumers' commitment with companies' commercial format. Sustainability, 12(23), 1-14.

https://doi.org/10.3390/su12239852 DOI: https://doi.org/10.3390/su12239852

Shin, Y. et al. (2017). Do corporate sustainable management activities improve customer satisfaction, word of mouth intention and repurchase intention? Empirical evidence from the shipping industry. The International Journal of Logistics Management, 28(2), 555-570.

https://doi.org/10.1108/IJLM-11-2015-0220 DOI: https://doi.org/10.1108/IJLM-11-2015-0220

Tepe, R. and Arabelen, G. (2022). Relationship marketing strategies in the container shipping industry: A qualitative approach. Scientific Journals of the Maritime University of Szczecin, 69(141), 1-13.

Tran, T.M.T. et al. (2020). A theory-driven identification and ranking of the critical success factors of sustainable shipping management. Journal of Cleaner Production, 243, 118401.

https://doi.org/10.1016/j.jclepro.2019.118401 DOI: https://doi.org/10.1016/j.jclepro.2019.118401

Tran, T.M.T. et al. (2020). The antecedents of sustainable shipping management and organisational performance: Resource accumulation and orientation perspectives. International Journal of Physical Distribution and Logistics Management, 50(9-10), 833-854. UNCTAD. (2020). Review of Maritime Transport 2020. New York, USA: ONU.

https://doi.org/10.1108/IJPDLM-03-2020-0066 DOI: https://doi.org/10.1108/IJPDLM-03-2020-0066

UNCTAD. (2021). Informe sobre el transporte marítimo. New York, USA: Naciones Unidas.

Van-den-Berg, R. and De Langen, P.W. (2017). Environmental sustainability in container transport: The attitudes of shippers and forwarders. International Journal of Logistics Research and Applications, 20(2), 146-162.

https://doi.org/10.1080/13675567.2016.1164838 DOI: https://doi.org/10.1080/13675567.2016.1164838

Vural, C.A., Baştuğ, S. and Gülmez, S. (2021). Sustainable brand positioning by container shipping firms: Evidence from social media communications. Transportation Research Part D: Transport and Environment, 97, 102938.

https://doi.org/10.1016/j.trd.2021.102938 DOI: https://doi.org/10.1016/j.trd.2021.102938

Yang, C.S. (2017). An analysis of institutional pressures, green supply chain management, and green performance in the container shipping context. Transportation Research Part D: Transport and Environment, 61, 246-260.

https://doi.org/10.1016/j.trd.2017.07.005 DOI: https://doi.org/10.1016/j.trd.2017.07.005

Yuen, K.F., Thai, V.V. and Wong, Y.D. (2016). The effect of continuous improvement capacity on the relationship between of corporate social performance and business performance in maritime transport in Singapore. Transportation Research Part E: Logistics and Transportation Review, 95, 62-75.

https://doi.org/10.1016/j.tre.2016.09.003 DOI: https://doi.org/10.1016/j.tre.2016.09.003

Yuen, K.F. et al. (2018). The effect of sustainable shipping practices on shippers' loyalty: The mediating role of perceived value, trust and transaction cost. Transportation Research Part E: Logistics and Transportation Review, 116, 123-135. https://doi.org/10.1016/j.tre.2018.06.002 DOI: https://doi.org/10.1016/j.tre.2018.06.002

Citado por