Antecedentes del valor de la relación entre agencias de viaje y sus proveedores

  1. Moliner Velázquez, Beatriz
  2. Fuentes Blasco, María
  3. Ruiz Molina, María Eugenia
Revista:
Journal of Tourism Analysis = Revista de Análisis Turístico

ISSN: 1885-2564

Año de publicación: 2012

Número: 14

Páginas: 11-21

Tipo: Artículo

DIALNET GOOGLE SCHOLAR

Otras publicaciones en: Journal of Tourism Analysis = Revista de Análisis Turístico

Resumen

En el contexto B2B, conocer los antecedentes del valor es esencial para gestionar la satisfacción y retención de las empresas clientes. Si bien la literatura en turismo ha estado centrada principalmente en las relaciones de la empresa con los consumidores finales, son escasas las aportaciones en el contexto de las relaciones entre empresas. Ante este reto, el objetivo del presente trabajo se centra en analizar la formación del valor de la relación en el ámbito interorganizacional turístico a partir de los beneficios relacionales, la actitud de la empresa hacia su proveedor y la orientación a largo plazo. Para ello, se ha llevado a cabo una investigación cuantitativa en agencias de viaje con el fin de testar las relaciones causales entre el valor y sus determinantes. Los resultados indican que los beneficios derivados de la gestión de la relación (confianza, beneficios sociales y de trato), la actitud de la agencia hacia su proveedor y su orientación a largo plazo contribuyen a la creación del valor de la relación. A partir de estas evidencias empíricas, se presentan implicaciones interesantes para la gestión empresarial y futuras líneas de investigación académica

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