GESTIÓN EMPRESARIAL ORIENTADA AL VALOR DEL CLIENTE COMO FUENTE DE VENTAJA COMPETITIVA. PROPUESTA DE UN MODELO EXPLICATIVO (publicado em espanhol)
DOI:
https://doi.org/10.1016/S0123-5923(08)70053-6Palavras-chave:
ORIENTACION, VALOR, CARTERA, VENTAJA COMPETITIVA, MARKETING ESTRATEGICO, SECTOR TURISMO, GESTION EMPRESARIALResumo
(resumo en espanhol)
La globalización y el entorno altamente competitivo exigen a las empresas estar orientadas al mercado y gestionar su cartera de clientes como un activo estratégico clave para aumentar la rentabilidad del negocio y lograr una ventaja competitiva sostenible en el tiempo. El objetivo de este artículo es contribuir con una propuesta de modelo basado en el valor de la cartera de clientes para ayudar a las empresas a tomar mejores decisiones estratégicas de marketing. Las hipótesis formuladas han sido contrastadas a través de un modelo estructural usando constructos fiables que han sido aplicados al sector turístico, específicamente, a las agencias de viajes en España. Los resultados revelan que existe una relación positiva y significativa entre el grado de orientación al valor del cliente y las mejores decisiones estratégicas de marketing. Finalmente, el estudio presenta las conclusiones e implicaciones que estos resultados pudieran tener para la gestión empresarial.
Downloads
Referências
Anderson, J. y Gerbing, D. (1988). Structural equation modelling in practice: a review and recommend two-step approach. Psychological Bulletin, 103 (3), 411- 423.
Bagozzi, R. y Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16 (1), 77 - 95.
Berger, P. y Bechwati, N. (2001). The allocation of promotion budget to maximize customer equity. OMEGA, 29 (1), 49- 61.
Bigné, J.E., Moliner, M.A. y Callarisa, L.J. (2000). El valor y la fidelización de clientes: propuesta de modelo dinámico de comportamiento. Revista Europea de Dirección y Economía de la Empresa, 9 (39), 65-78.
Dawes, J. (2000). Market orientation and company profitability: further evidence incorporating longitudinal data. Australian Journal of Management, 25 (2), 173-200.
Deng, S. y Dart, J. (1994). Measuring Market Orientation: A Multi-Factor, Multi-Item Approach. Journal of Marketing Management, 10 (8), 725-742.
Deshpandé, R., Farley, J.U. y Webster, JR., F.E. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrate analysis. Journal of Marketing, 57, 23-27.
Dwyer, F. R., Schurr, P. H. y Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51, 11-27.
Flint, D. J. y Woodruff, R. B. (2001). The initiators of changes in customers' desired value. Industrial Marketing Management, 30, 321- 337.
Fomento de la Producción. (2005). España 30.000 (Base de datos, versión 1.0.2.). Barcelona, España: Ediciones Fomento de la Producción.
Fornell, C. y Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
Grant, R.M. (1995). Contemporary strategy analysis: concepts, techniques, applications (2da ed.). Cambridge, MA: Blackwell Publishers (versión española publicada en 1996: Dirección Estratégica. Conceptos, técnicas y aplicaciones. Madrid, España: Civitas).
Gr'nroos, C. (1989). Defining marketing: a market-oriented approach. European Journal of Marketing, 23 (1), 52-60.
Gupta, N., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., et al. (2006). Modelling Customer Lifetime Value. Journal of Service Research, 9 (9), 139-155.
Gupta, S. y Lehmann, D.R. (2003). Customer as assets. Journal of Interactive Marketing, 17 (1), 9-14.
Hair, J., Black, B. Babin, B., Anderson, R. and Tatham, R. (2006). Multivariate Data Analysis (6ta ed.). Upper Saddle River, NJ: Prentice-Hall.
Harris, L. (2002). Measuring market orientation: exploring a market oriented approach. Journal of Market-Focused Management, 5 (3), 239-270.
Hidalgo, P. y Farías, P. (2006). Analizando la compra de marcas privadas: Evidencia empírica desde Chile. Estudios Gerenciales, 22 (101), 85-100.
Hogan, J., Lemon, K. y Rust, R. (2002). Customer equity management: charting new directions for the future of marketing. Journal of Service Research, 5 (1), 4-12.
Hostelmarket. (2004). Anuario empresarial del Turismo y la Hostelería (Base de Datos Agencias de Viajes, Hostelmarket 2004). Feadrs, BK.
Hunt, S.D. y Morgan, R.M. (1995). The comparative advantage theory of competition. Journal of Marketing, 59 (2), 1-15.
Hwang, H., Jung, T. y Suh, E. (2004). An LTV model and customer segmentation based on customer value: a case study on the wireless telecommunication industry. Expert systems with applications, 26, 181-188.
Jaworski, B.J. y Kohli, A.K. (1993). Market orientation: antecedents and consequences. Journal of Marketing, 57, 53-70.
Keane, T. J. y Wang, P. (1995). Applications for the lifetime value model in modern newspaper publishing. Journal of Direct Marketing, 9 (2), 59-66.
Kohli, A. y Jaworski, B.J. (1990). Market orientation: the construct, research propositions, and managerial implications. Journal of Marketing, 54, 1-18.
Kohli, A., Jaworski, B. y Kumar, A. (1993). MARKOR: A measure of market orientation. Journal of Marketing Research, 30 (4), 467-477.
Kumar, V., Lemon, K. y Parasuraman, A. (2006). Managing customers for value. An overview and research agenda. Journal of Service Research, 9 (2), 87-94.
Llonch, J. y López, M. (2004). La relación entre la orientación al mercado y los resultados y el efecto moderador de la estrategia genérica en dicha relación. Cuadernos de Economía y Dirección de la Empresa, 21, 065-088.
Low, D. (2005). Market orientation, performance and the market environment: a study of Australian manufacturing SME's, ANZMAC 2005. Conference: Strategic Marketing and Market Orientation, University of Western Sydney, Australia. Disponible en: http://smib.vuw.ac.nz:8081/WWW/ANZMAC2005/index.html
Marketing Science Institute. (2004). Research Priorities. A guide to MSI research programs and procedures. Cambridge, M.A. Autor.
Matsuno, K. y Mentzer, J. (2000). The effects of strategy type on the market orientation-performance relationship. Journal of Marketing, 64, 1-16.
Moorman, C., Deshpande, R. y Zaltman, G. (1993). Factors affecting trust in market research relationship. Journal of Marketing, 58, 81-101.
Morgan, R. E. y Strong, C.A. (1998). Market orientation and dimensions of strategic orientation. European Journal of Marketing, 32 (11/129), 1051-1073.
Morgan, R. M. y Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38.
Narver, J.C. y Slater, S.F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54, 20-35.
Porter, M.E. (1985). Competitive advantage. Creating and sustaining superior performance. New York, NY: The Free Press.
Reinartz, W. y Kumar, V. (2003). The impact of customer relationship characteristics on profitable lifetime duration. Journal of Marketing, 67, 77-99.
Reinartz, W., Krafft, M. y Hoyer, W. (2004). The customer relationship management process: its measurement and impact on performance. Journal of Marketing Research, 41(3), 293-305.
Reinartz, W., Thomas, J. y Kumar, V. (2005). Balancing acquisition and retention resources to maximize customer profitability. Journal of Marketing, 69, 63-79.
Rust, R., Lemon, K. y Zeithaml, V. (2004a). Return on marketing: using customer equity to focus marketing strategy. Journal of Marketing, 68 (1), 109-127.
Rust, R., Ambler, T., Carpenter, G., Kumar, V. y Srivastava, R. (2004b). Measuring marketing productivity: current knowledge and future directions. Journal of Marketing, 68 (4), 76-89.
Shah, D., Rust, R., Parasuraman, A., Staelin, R. y Day, G. (2006). The path to customer centricity. Journal of service research, 9 (2), 301-314.
Slater, S.E. y Narver, J (1995). Market orientation and the learning organisation. Journal of Marketing, 59, 63-74.
Valenzuela, L. y Castillo, E. (2007). El cambio del marketing en dirección a una nueva era de gestión estratégica centrada en el cliente. REA- Revista de Estudos da Administração, 15, 97-108.
Venkatesan, R. y Kumar, V. (2004). A customer lifetime value framework for customer selection and resource allocation strategy. Journal of Marketing, 68, 106-125.
Walker, H. (2001). The measurement of a market orientation and its impact on business performance. Journal of Quality Management, 6, 139-172.
Wang, P. y Spiegel, T. (1994). Database marketing and its measurements of success: designing a managerial instrument to calculate the value of a repeat customer base. Journal of Direct Marketing, 8 (2), 73-81.
Webb, D., Webster, C. y Krepapa, A. (2000). An exploration of the meaning and outcomes of a customer defined market orientation. Journal of Business Research, 48, 101-112.
Woodall, T. (2003). Conceptualising value for the customer: an attributional, structural and dispositional analysis, Academy of Marketing Science Review, 12, 1-42.
Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Academy of Marketing Science, 25 (2), 139-153.
Woodruff, R. B. y Gardial, S.F. (1996). Know your customer: new approaches to customer value and satisfaction. Cambridge, MA: Blackwell.
Downloads
Publicado
Edição
Seção
Licença
Os autores dos artigos serão responsáveis dos mesmos e, assim, não comprometam os princípios ou políticas da Universidade Icesi nem do Conselho Editorial da revista Estudios Gerenciales. Os autores autorizam e aceitam a transferência de todos os direitos para a revista Estudios Gerenciales para a publicão impressa ou eletrônica. Após a publicação do artigo, pode ser reproduzido sem a permissão do autor ou da revista, se mencionar o(s) autor(es), o ano, o título, o volume e o número e o intervalo de páginas da publicação, e Estudios Gerenciales como fonte (se abster de utilizar Revista Estudios Gerenciales).
Como Citar
