TIC y cocreación de valor en B2B: la nueva forma de fidelización en el servicio

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Publicado 11-01-2024
Gloria Berenguer-Contri
Irene Gil-Saura
Roberto Gil
Luisa Vallejo-Auñón
Israel‐Javier Juma‐Michilena

Resumen

En el entorno competitivo actual, se insiste en que la digitalización empresarial es una de las estrategias más importantes para hacer frente a los nuevos retos del mercado. En este artículo se argumenta que la tecnología es una fuerza impulsora de las relaciones comerciales, que muestra el origen de nuevos caminos hacia la consecución de la lealtad. A través de un modelo que ha sido probado en una muestra de 256 agencias de viajes, la tecnología puede facilitar la coordinación en la gestión de las relaciones entre las empresas turísticas, promoviendo la cocreación de valor entre proveedores y clientes. A su vez, la co-creación maximiza la confianza y el compromiso entre las organizaciones y sienta las bases para la consecución de una doble satisfacción social y económica, para las empresas clientes, lo que en última instancia aumenta su lealtad. Esta investigación contribuye a la literatura en el contexto interorganizacional, mostrando evidencias cuantitativas sobre cómo la tecnología desencadena una secuencia de efectos que, a través de la co-creación de valor, la confianza y el compromiso en el canal, entre agentes del ámbito turístico, traza una nueva ruta de relaciones que conduce a la consecución de la doble satisfacción y lealtad. Además, se analizan las interrelaciones entre ambas satisfacciones, concluyendo el efecto mediador de la satisfacción económica entre la satisfacción social y la lealtad.

Cómo citar

Berenguer-Contri, G., Gil-Saura, I., Gil, R., Vallejo-Auñón, L., & Juma‐Michilena, I. (2024). TIC y cocreación de valor en B2B: la nueva forma de fidelización en el servicio. Cuadernos De Gestión, 24(1), 21–36. https://doi.org/10.5295/cdg.221879gb
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Keywords

Tecnología, Co-creación de valor, Lealtad, Confianza, Compromiso, Satisfacción

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