Titulo:
Las relaciones comerciales en el campo de la hotelería: un modelo estructural aplicado al segmento corporativo
.
Sumario:
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 inte... Ver más
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Revista Perspectiva Empresarial - 2024
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Las relaciones comerciales en el campo de la hotelería: un modelo estructural aplicado al segmento corporativo marketing relacional Revista Perspectiva Empresarial Sabaneta: Fundación Universitaria Ceipa, 2014- Núm. 1 , Año 2016 : enero-junio 1 3 relaciones de negocios cualidades de la relación modelación en ecuaciones estructurales Artículo de revista importancia de las relaciones 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. Costa, Carlos Vieira, Armando Luis 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 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 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 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 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 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 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 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. 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 Monroe, K. B. (1991). Pricing - Making Profitable Decisions. Nova York, McGraw-Hill. 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 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 Molm, L. (1991). Affect and Social Exchange: Satisfaction in Power-Dependence Relationships. 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(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 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 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 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 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 Vieira, A. L. (2015). Relações de Negócio: os serviços hoteleiros e o segmento PME. Faro: Sílabas e Desafios. 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 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 Text http://purl.org/coar/access_right/c_abf2 info:eu-repo/semantics/openAccess http://purl.org/coar/version/c_970fb48d4fbd8a85 info:eu-repo/semantics/publishedVersion http://purl.org/coar/resource_type/c_6501 info:eu-repo/semantics/article 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 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 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. 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 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 Webster, C. (1993). Buyer Involvement in Purchasing Success. Industrial Marketing Management, 22,199-205. https://doi.org/10.1016/0019-8501(93)90006-S 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 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 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 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 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 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. 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. 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 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 Hakansson, H., Ford, D., Gadde, L.-E., Snehota, I. e Waluszewsky, A. (2009). Business in Networks. Chichester: Wiley. 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. https://revistas.ceipa.edu.co/index.php/perspectiva-empresarial/article/view/96 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 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 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 Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0. Revista Perspectiva Empresarial - 2024 https://creativecommons.org/licenses/by-nc-sa/4.0 Inglés application/pdf 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 application/pdf Journal article business relationship modeling in equations structural quality of the relationship relationship marketing importance of the relationship This article aims to conduct research on the influence of the importance and quality of business relationships on a company’s decision to maintain its relationship with a certain hotel. To address the issue, we propose a model tested based on data from a survey of a final sample of 483 representatives from Portuguese small and medium enterprises (SMEs) who expressed their perceptions about the business relationships with their key partners in a hotel chain. Data were analyzed using the structural equation modeling statistical technique. The study produced several important results. The quality of the relationship is influenced by interpersonal variables, highlighting the role of Client Manager (i.e. the representative of the hotel), and other variables associated to the relationship itself. As for the importance of the relationship, several factors emerge as significant indicators such as the benefits of the relationship and the costs of its interruption. The results suggest that the importance of the relationship plays a major role in determining the propensity for future interaction. As regards theoretical contribution, this research adds value to the relationship marketing paradigm because we test and validate a model of the influence of the importance of the relationship, in addition to the quality of the relationship, and the propensity of future interaction between SMEs and hotels. This study also suggests practical management-related implications, in light of the success of relationship marketing strategies, and with the goal of customer loyalty and profitability of the business relationship which they have established. 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 Publication 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 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 Business relations in hospitality: A structural model applied to the corporate segment 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 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 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 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 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 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 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 Furash, E. E. (1997). Management Strategies: What's in it for me? Journal of Lending & Credit Risk Management, 79(ago.), 7-12. 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 Ford, D., Gadde, L.-E., Hakanson, H., Lundgren, A., Snehota, I., Turnbull, P. et al. (1998). Managing Business Relationships. Chichester: John Wiley & Sons. 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 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 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 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 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 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 2016-01-20T00:00:00Z 2389-8186 https://revistas.ceipa.edu.co/index.php/perspectiva-empresarial/article/download/96/72 https://revistas.ceipa.edu.co/index.php/perspectiva-empresarial/article/download/96/39 2016-01-20T00:00:00Z 2016-01-20 2389-8194 10.16967/rpe.v3n1a2 https://doi.org/10.16967/rpe.v3n1a2 93 107 |
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CEIPA BUSINESS SCHOOL |
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Colombia |
| collection |
Revista Perspectiva Empresarial |
| title |
Las relaciones comerciales en el campo de la hotelería: un modelo estructural aplicado al segmento corporativo |
| spellingShingle |
Las relaciones comerciales en el campo de la hotelería: un modelo estructural aplicado al segmento corporativo Costa, Carlos Vieira, Armando Luis marketing relacional relaciones de negocios cualidades de la relación modelación en ecuaciones estructurales importancia de las relaciones business relationship modeling in equations structural quality of the relationship relationship marketing importance of the relationship |
| title_short |
Las relaciones comerciales en el campo de la hotelería: un modelo estructural aplicado al segmento corporativo |
| title_full |
Las relaciones comerciales en el campo de la hotelería: un modelo estructural aplicado al segmento corporativo |
| title_fullStr |
Las relaciones comerciales en el campo de la hotelería: un modelo estructural aplicado al segmento corporativo |
| title_full_unstemmed |
Las relaciones comerciales en el campo de la hotelería: un modelo estructural aplicado al segmento corporativo |
| title_sort |
las relaciones comerciales en el campo de la hotelería: un modelo estructural aplicado al segmento corporativo |
| title_eng |
Business relations in hospitality: A structural model applied to the corporate segment |
| description |
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.
|
| description_eng |
This article aims to conduct research on the influence of the importance and quality of business relationships on a company’s decision to maintain its relationship with a certain hotel. To address the issue, we propose a model tested based on data from a survey of a final sample of 483 representatives from Portuguese small and medium enterprises (SMEs) who expressed their perceptions about the business relationships with their key partners in a hotel chain. Data were analyzed using the structural equation modeling statistical technique. The study produced several important results. The quality of the relationship is influenced by interpersonal variables, highlighting the role of Client Manager (i.e. the representative of the hotel), and other variables associated to the relationship itself. As for the importance of the relationship, several factors emerge as significant indicators such as the benefits of the relationship and the costs of its interruption. The results suggest that the importance of the relationship plays a major role in determining the propensity for future interaction. As regards theoretical contribution, this research adds value to the relationship marketing paradigm because we test and validate a model of the influence of the importance of the relationship, in addition to the quality of the relationship, and the propensity of future interaction between SMEs and hotels. This study also suggests practical management-related implications, in light of the success of relationship marketing strategies, and with the goal of customer loyalty and profitability of the business relationship which they have established.
|
| author |
Costa, Carlos Vieira, Armando Luis |
| author_facet |
Costa, Carlos Vieira, Armando Luis |
| topicspa_str_mv |
marketing relacional relaciones de negocios cualidades de la relación modelación en ecuaciones estructurales importancia de las relaciones |
| topic |
marketing relacional relaciones de negocios cualidades de la relación modelación en ecuaciones estructurales importancia de las relaciones business relationship modeling in equations structural quality of the relationship relationship marketing importance of the relationship |
| topic_facet |
marketing relacional relaciones de negocios cualidades de la relación modelación en ecuaciones estructurales importancia de las relaciones business relationship modeling in equations structural quality of the relationship relationship marketing importance of the relationship |
| citationvolume |
3 |
| citationissue |
1 |
| citationedition |
Núm. 1 , Año 2016 : enero-junio |
| publisher |
Sabaneta: Fundación Universitaria Ceipa, 2014- |
| ispartofjournal |
Revista Perspectiva Empresarial |
| source |
https://revistas.ceipa.edu.co/index.php/perspectiva-empresarial/article/view/96 |
| language |
Inglés |
| format |
Article |
| rights |
http://purl.org/coar/access_right/c_abf2 info:eu-repo/semantics/openAccess Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0. Revista Perspectiva Empresarial - 2024 https://creativecommons.org/licenses/by-nc-sa/4.0 |
| references_eng |
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