BUSINESS MANAGEMENT ORIENTATED TO THE CUSTOMER VALUE AS SOURCE OF COMPETITIVE ADVANTAGE. PROPOSE OF AN EXPLICATIVE MODEL (Article published in Spanish)
DOI:
https://doi.org/10.1016/S0123-5923(08)70053-6Keywords:
Orientation to the market, customer equity, competitive advantage, strategic marketing decisions, tourist sector, business managementAbstract
The globalization and the high competitive environment, demand the companies to be orientated to the market and to manage its clients' portfolio as a strategic asset key to increase the profitability of the business and to achieve a competitive sustainable advantage in the time. The objective of this article is to contribute with a model based on the customer equity to help the companies to make better strategic marketing decisions. The formulated hypotheses have been contrasted through a structural model using reliable constructs that have been applied to the tourist sector, specifically, to travel agencies in Spain. The results reveal that there is a positive and significant relation between the customer value orientation ratio and better strategic marketing decisions. Finally, the study presents the conclusions and implications that these results could have in business management.
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