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 18-09-2018
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. (2018). 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

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