ICT and value co-creation in B2Bthe new way of loyalty in service

  1. Gloria Berenguer-Contri 1
  2. Irene Gil-Saura 1
  3. Roberto Gil 1
  4. Luisa Vallejo-Auñón 1
  5. IsraelJavier Juma Michilena 1
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Año de publicación: 2024

Volumen: 24

Número: 1

Páginas: 21-36

Tipo: Artículo

DOI: 10.5295/CDG.221879GB DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Management Letters / Cuadernos de Gestión

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 co-creación 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.

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Fuente de los datos: Dialnet