Las relaciones comerciales en el campo de la hotelería: un modelo estructural aplicado al segmento corporativo

Armando Luis Vieira, Carlos Costa

Resumen


El presente artículo tiene como objetivo investigar sobre la influencia de la importancia y la calidad de las relaciones comerciales en la decisión de una empresa de mantener su relación con un determinado hotel. Para abordar el problema, se propone un modelo puesto a prueba con base en los datos de una encuesta de una muestra final de 483 representantes de pequeñas y medianas empresas (PYMEs) de Portugal. Los participantes expresaron sus percepciones acerca de las relaciones comerciales con sus socios clave en una cadena de hoteles. Los datos se analizaron utilizando la técnica estadística de modelos de ecuaciones estructurales. El estudio produjo varios resultados importantes.

La calidad de la relación está influenciada por variables interpersonales, entre las cuales se destaca el papel de Administrador de Clientes (es decir, el representante del hotel), y surgen otras variables asociadas a la relación misma. En cuanto a la importancia de la relación, surgen varios factores como indicadores significativos, tales como los beneficios de la relación y los costos de su interrupción. Los resultados sugieren que la importancia de la relación juega un papel preponderante en la determinación de la propensión a la interacción futura. En cuanto a la contribución teórica, la presente investigación añade valor al paradigma del marketing relacional, ya que somete a prueba y valida un modelo de la influencia de la importancia de la relación, además de los efectos de la calidad de la relación en la propensión de la futura interacción entre las PYMEs y los hoteles. Este estudio también sugiere implicaciones prácticas relacionadas con la gestión, a la luz del éxito de las estrategias de marketing relacional, y con el objetivo de fidelizar al cliente y obtener rentabilidad de la relación comercial que se haya establecido.


Palabras clave


importancia de las relaciones; marketing relacional; modelación en ecuaciones estructurales; cualidades de la relación; relaciones de negocios

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DOI: http://dx.doi.org/10.16967/rpe.v3n1a2

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