Conceptualización y medición del valor percibido: consensos y controversias

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Publicado 20-12-2019
Martina G. Gallarza Irene Gil Saura Francisco Arteaga Moreno

Resumen

Estudiar el concepto Valor resulta ser necesario y útil en Marketing por ser un concepto endémico para la disciplina y relevante para la profesión. Sin embargo, a pesar de décadas de investigación, la doctrina se lamenta de un cierto círculo vicioso sobre las dificultades conceptuales y de medición del Valor. Este trabajo revisa estas dificultades y las categoriza en torno a acuerdos y controversias, evidenciando sus efectos en la compleja red nomológica construida a lo largo de los años en torno al Valor. Además, explora empíricamente tres modelos causales de relaciones entre dimensiones de Valor, Satisfacción y Lealtad, testados con PLS sobre una muestra de 340 clientes de hotel. Los resultados no permiten concluir con rotundidad qué variable es mejor explicada –Satisfacción o Lealtad–, aunque sí confirma efectos más robustos de las dimensiones de Valor (como el Entretenimiento) sobre la Lealtad, cuando la Satisfacción es mediadora. Se concluye sobre la existencia de efectos directos (dobles sobre sendas variables) e indirectos de algunas dimensiones en la cadena Satisfacción-Lealtad. Como implicaciones para la gestión derivadas de nuestro estudio, Entretenimiento, Estima, Eficiencia, Estética, Ética y Escapismo se muestran como las "seis Es" sobre las que apoyar la estrategia de marketing en los hoteles a fin de impulsar desde el Valor tanto la Satisfacción como la Lealtad.

Cómo citar

Gallarza, M. G., Gil Saura, I., & Arteaga Moreno, F. (2019). Conceptualización y medición del valor percibido: consensos y controversias. Cuadernos De Gestión, 20(1), 65–88. https://doi.org/10.5295/cdg.180997mg
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Keywords

Concepto y medición del Valor, acuerdos y controversias, efectos directos e indirectos, Satisfacción, Lealtad

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