ANTECEDENTES DEL VALOR DE LA RELACIÓN ENTRE AGENCIAS DE VIAJE Y SUS PROVEEDORES

Beatriz Moliner Velázquez, María Fuentes Blasco, María Eugenia Ruiz Molina

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.

Palabras clave: Business-to-business, valor de la relación, beneficios relacionales, actitud, orientación a largo plazo.


Abstract

In the B2B context, identifying the elements that contribute to creating value for companies has become an essential element to manage customer satisfaction and retention. The literature in tourism has been focused primarily on business-to-consumer relationships, and there are few contributions in the context of relationships between companies. Faced with this challenge, the aim of this study is to analyze relationship value formation in the tourism inter-organizational context considering relationship benefits, company’s attitude towards its provider and long-term orientation. In order to achieve this, a quantitative research is carried out in travel agencies to test the causal relationships between value and its determinants. The results indicate that the benefits of relationship management (confidence benefits, social benefits and special treatment benefits), the attitude of the firm towards its suppliers and long-term relationship orientation contribute to relationship value creation. From these empirical evidences, interesting managerial implications and future academic research lines are proposed.

Key words: Business-to-business, relationship value, relationship benefits, attitude, long-term orientation.



Palabras clave


Business-to-business; valor de la relación; beneficios relacionales; actitud; orientación a largo plazo.

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DOI: https://doi.org/10.1234/RAT2011n11

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