Aplicación de la Lógica Dominante del servicio (LDS) en el sector turístico: el marketing interno como antecedente de la cultura de co-creación de innovaciones con clientes y empleados
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Publicado
07-09-2011
Nuria García Rodríguez
Begoña Álvarez Álvarez
María Leticia Santos Vijande
Resumen
Este trabajo trata de profundizar en la comprensión del concepto de marketing interno (MI), considerado como un recurso operante desde la óptica de la Lógica Dominante del Servicio (LDS), así como en su influencia en la obtención de resultados empresariales superiores a los de la competencia. Para ello, se examina el efecto del MI en la predisposición de las empresas analizadas a que sus clientes y empleados de primera línea participen en el desarrollo de innovaciones de servicio, ampliando de este modo, de acuerdo con la LDS, las oportunidades de co-creación de valor disponibles para las organizaciones. Para contrastar las hipótesis planteadas se aplica un análisis de ecuaciones estructurales a la información facilitada por los gerentes de 240 hoteles de una muestra de ámbito nacional. Los resultados obtenidos permiten concluir que aquellas empresas hoteleras que aplican en mayor medida una estrategia de MI están más predispuestas a la co-creación de innovaciones con sus clientes y empleados de primera línea. Por su parte, estas subculturas favorecen la consecución de mejores resultados de las empresas hoteleras a largo plazo, en relación a sus competidores, tanto con sus clientes, como en indicadores financieros y de mercado.
Cómo citar
García Rodríguez, N., Álvarez Álvarez, B., & Santos Vijande, M. L. (2011). Aplicación de la Lógica Dominante del servicio (LDS) en el sector turístico: el marketing interno como antecedente de la cultura de co-creación de innovaciones con clientes y empleados. Cuadernos De Gestión, 11(2), 53–75. https://doi.org/10.5295/cdg.100238ng
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Keywords
Lógica dominante del servicio, marketing interno, co-creación, resultados
References
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ANDERSON, J.C. y GERBING, D.W. (1988): “Structural equation modelling in practice: A review and recommended two-step approach”, Psychological Bulletin, Vol. 103, No. 3, pp. 411-423.
ARNDT, J. (1983): “The political economy paradigm: Foundation for theory in Marketing”, Journal of Marketing, Vol. 47, pp. 44-54.
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BERRY, L.L. (1981): “The employee as customer”, Journal of Retail Banking, Vol. 3, No. 1, pp. 33-40.
BERRY, L.L. (1999): Discovering the soul of service, New York: Free Press.
BREWER, G.A.; SELDEN, S.C. y FACER, R.L. (2000): “Individual conceptions of public services motivation”, Public Administration Review, Vol. 60, No. 3, pp. 254-263.
CADWALLADER, S; BURKE, C.; BITNER, M. y O.A. (2010): “Frontline employee motivation to participate in service innovation implementation”, Journal of the Academy Marketing Science, Vol. 38, pp. 219-239.
CARBONELL FOULQUIÉ, P.; RODRÍGUEZ ESCUDERO, A.I. y PUJARI, D. (2009): “Customer involvement in new service development: An examination of antecedents and outcomes”, Journal of Product Innovation Management, Vol. 29, No. 5, pp. 536-550.
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COMISIÓN UE (2009): Estudio sobre la competitividad en el sector turístico de la UE, Directorate-General Enterprise & Industry.
CONDUIT, J. y MAVONDO, F.T. (2000): “Market orientation: Implications for employee perceptions”, Congreso ANZMAC 2000 Visionary Marketing for the 21st Century: Facing the Challenge, pp. 197-201.
CROSBY, L.A.; EVANS, K.R. y COWLES, D. (1990): “Relationship quality in services selling: An interpersonal influence perspective”, Journal of Marketing, Vol. 54, No 3, pp. 68-81.
CHURCHILL, G. (1979): “A paradigm for developing better measures of marketing constructs”, Journal of Marketing Research, Vol. 16, pp. 64-73.
DE BRENTANI, U. y RAGOT, E. (1996): “Developing new business–to–business professional services: What factors impact on performance”, Industrial Marketing Management, Vol. 25, pp. 517-530.
DOMÍNGUEZ, C.; MARTÍN, J.D. y DE SAÁ, P. (2009): “El desarrollo de una cultura de orientación al cliente interno a través de las prácticas de recursos humanos de alto compromiso: Un modelo explicativo”, XIX Congreso Nacional de ACEDE, Toledo.
FORNELL, C. y LARKER, D.F. (1981): “Evaluating structural equation models with unobservable variables and measurement errors”, Journal of Marketing Research, Vol. 18, pp. 39-50.
FOURNIER, S.; DOBSCHA, S. y MICK, D.G. (1998): “Preventing the premature death of relationship marketing,” Harvard Business Review, Vol. January-February, pp. 6-21.
GEORGE, W.R. (1990): Internal marketing organizational behaviour: A partnership in developing customer-conscious employees at every level”, Journal of Business Research, Vol. 20, pp. 63-70.
GERBING, D.W. y ANDERSON, J.C. (1988): “An updated paradigm for scale development incorporating unidimensionality and its assessment”, Journal of Marketing, Vol. 55, No. October, pp. 1-19.
GOUNARIS, S.P. (2005): “Trust and commitment influences on customer retention: Insights from business-to-business services”, Journal of Business Research, Vol. 58, No.2, pp.126-40.
GOUNARIS, S.P. (2006): “Internal-market orientation and its measurement”, Journal of Business Research, Vol. 59, No. 4, pp. 432-448.
GOUNARIS, S.P. (2008): “Antecedents of internal marketing practice: Some preliminary empirical evidence”, International Journal of Service Industry Management, Vol. 19, No. 3, pp. 400-434.
GRÖNROOS, C. (1981): “Internal marketing–an integral part of marketing theory”, in Donnelly, J.H. and George, W.E. (Eds.), Marketing of Services, American Marketing Association Proceedings Series, pp. 236-238.
GRÖNROOS, C. (2008): “Service Logic Revisited: Who Creates Value? And Who Co-Creates?”, European Management Review, Vol. 20, No. 4, pp. 298-314.
GWINNER, K.; BITNER, M.J.; BROWN, S.W. y KUMAR, A. (2005): “Service customization through employee adaptiveness”, Journal of Service Research, Vol. 8, No. 2, pp.131-148.
HAIR, J.; ANDERSON, R.; TATHAM, R. y BLACK, W. (1999): Análisis Multivariante, quinta edición, ed. Prentice Hall, Madrid.
HAYS, J. y HILL, A. (2001): “A preliminary investigation of the relationships between employee motivation/vision, service learning, and perceived service quality”, Journal of Operations Management, Vol. 19, No. 3, pp. 335-349.
HILDEBRANDT, L. (1987): “Consumer retail satisfaction in rural areas: A reanalysis of survey data”, Journal of Economic Psychology, Vol. 8, pp. 19-42.
HOOLEY, G.J.; GREENLEY, G.E.; CADOGAN, J.W. y FAHY, J. (2005): “The performance impact of marketing resources”, Journal of Business Research, Vol. 58, pp. 18−27.
INE (2009). Instituto Nacional de Estadística, www.ine.es.
JONG, A.; DE RUYTER, K. y DE LEMNIK, J. (2004): “Antecedents and consequences of services climate in boundary-spanning self-managing service teams”, Journal of Marketing, Vol. 68, No. 1, pp. 18-35.
KELEMEN, M. y PAPASOLOMOU-DOUKAKIS, I. (2004): “Can culture be changed? A study of internal marketing”, The Service Industries Journal, Vol. 24, No 5, pp. 121-135.
KIM, S. (2002): “Participative management and job satisfaction: Lessons for management leadership”, Public Administration Review, Vol. 62, pp. 231-241.
KOHLI, A.K. y JAWORSKI, B.J. (1990): “Market orientation: The construct, research propositions, and managerial implications”, Journal of Marketing, Vol. 54, No. Abril, pp. 1-18.
LEONARD BARTON, D. y RAYPORT, J. (1997): “Spark innovation through empathic design”, Harvard Business Review, Vol. 75, No. 6, pp. 102-13.
LINGS, I.N. (2004): “Internal market orientation: Constructs and consequences”, Journal of Business Research, Vol. 57, No. 4, pp. 405-413.
LINGS, I.N. y GREENLEY, G.E. (2005). Measuring internal market orientation, Journal of Service Research, Vol. 7, No. 3, 290–306.
LUSCH, R.F.; VARGO, S.L. y TANNIRU, M. (2009): “Service, value networks and learning”, Journal of the Academy of Marketing Science, Vol. 38, No. 1, pp. 19-31.
LEONARD, D. (1992): “Core capabilities and core rigidities: A paradox in managing new product development”, Strategic Management Journal, Vol. 13, No February, pp. 111-125.
MAGNUSSON, P.R.; MATTHING, J. y KRISTENSSON, P. (2003): “Managing user involvement in service innovation”, Journal of Service Research, Vol. 6, No. 2, pp. 111-124.
MATTHING, J.; SANDÉN, B. y EDVARDSSON, B. (2004): “New service development: Learning from and with customers”, International Journal of Service Industry Management, Vol. 15, No. 5, pp. 479-498.
NASUTION, H.N. y MAVONDO, F. (2008): “Customer value in the hotel industry: What managers believe they deliver and what customer experience”, International Journal of Hospitality Management, Vol. 27, pp. 204–213.
NAUDÉ, P.; DESAI, J. y MURPHY, J. (2003): “Identifying the determinants of internal marketing orientation”, European Journal of Marketing, Vol. 37, No. 9, pp. 1205-1220.
O´REILLY, C. A. III, y PFEFFER, J. (2000): Hidden value: How great companies achieve extraordinary results with ordinary people, Boston, MA: Harvard Business School Press.
PELHAM, A. M. y WILSON, D. T. (1996): “A longitudinal study of the impact of market structure, firm structure, strategy, and market orientation culture on dimensions of small-firm performance”, Journal of the Academy of Marketing Science, Vol. 24, No. 1, pp. 27-43.
PODSAKOFF, P.; SCOTT, B.; LEE, J. y PODSAKOFF, N. (2003): “Common method biases in behavioural research: A critical review of the literature and recommended remedies”, Journal of Applied Psychology, Vol. 88, pp. 879-903.
RAFIQ, M. y AHMED, P.K. (1993): “The scope of internal marketing: defining the boundary between marketing and human resource management”, Journal of Marketing Management, Vol. 9, pp. 219-232.
RAFIQ, M. y AHMED, P.K. (2000): “Advances in the internal marketing concept: Definition, synthesis and extension”, Journal of Services Marketing, Vol. 14, No 6, pp. 449-462.
ROWE, W.G. y BARNES, J.G. (1998): “Relationship marketing and sustained competitive advantage,” Journal of Market-Focused Management, Vol. 2, No. 3, pp. 281-297.
SAN MARTÍN, S. (2005): “El marketing interno como herramienta clave en la gestión de RR.HH.”, Dirigir Personas, Vol. 34, No. Junio, pp. 32-45.
SANTOS, M.L. y ÁLVAREZ, L.I. (2007). “Innovativeness and organizational innovation in total quality oriented firms: The moderating role of market turbulence”, Technovation Vol. 27, No. 9, pp. 514-532.
SANTOS, M.L.; GONZÁLEZ, C. y LÓPEZ, J.A. (2009): “Cultura innovadora, co-creación y resultados en las KIBS”, XXI Congreso Nacional de Marketing, Bilbao.
SANZO, M.J.; GARCÍA, N.; SANTOS, M. L. y TRESPALACIOS, J. A. (2007): “El marketing interno como fuente de ventaja competitiva para las PYME: Repercusiones sobre diversos tipos de resultados”, XXI Congreso Nacional y XVII Congreso Hispano-Francés de la Academia Europea de Dirección y Economía de Empresa, Universidad Rey Juan Carlos, Madrid.
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