La internacionalización como variable moderadora en las estrategias fabricante-distribuidor

  1. Vila López, Natalia
  2. Küster Boluda, Inés
  3. Canales Ronda, Pedro
  4. Hernández Fernández, Asunción
Revista:
Cuadernos de economía y dirección de la empresa

ISSN: 1138-5758

Año de publicación: 2013

Volumen: 16

Número: 4

Páginas: 259-269

Tipo: Artículo

DOI: 10.1016/J.CEDE.2013.05.001 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Cuadernos de economía y dirección de la empresa

Resumen

El presente trabajo analiza los antecedentes y los efectos de la satisfacción en el ámbito de la distribución comercial minorista. Como antecedentes se revisa el papel de 2 estrategias desarrolladas por el fabricante: a de imagen y producto vendido, y b) de proceso de servucción (antes, durante y después de la venta). Como efectos se aborda la fidelidad a través de 2 indicadores: a) la intención de compra, y b) la recomendación. El estudio, llevado a cabo sobre una muestra de 159 minoristas (94 domésticos y 59 internacionales) de un fabricante de muebles, se completa analizando el papel moderador de la variable internacionalización. Los resultados, tratados mediante modelización estructural y análisis multimuetra a través del software EQS, muestran la relevancia de la estrategia relativa al proceso de servucción sobre la estrategia relativa al producto intercambiado en la relación fabricante-minorista. Además, se constata que los distribuidores internacionales que valoran bien el proceso de servucción quedan significativamente más satisfechos que los distribuidores domésticos

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Fuente de los datos: Dialnet