Efectos de la calidad de la relación sobre la satisfacción económica en contextos B2B¿Impulsa la co-creación de valor?
- Luisa Vallejo-Auñón 1
- Roberto Gil 1
- Gloria Berenguer-Contri 1
- Irene Gil-Saura 1
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1
Universitat de València
info
- Rafael Lapiedra Alcamí (ed. lit.)
- Rosa María Rodríguez Artola (ed. lit.)
Publisher: Tirant lo Blanch
ISBN: 978-84-1147-852-6, 978-84-1147-851-9
Year of publication: 2023
Pages: 225-244
Type: Book chapter
Abstract
This paper examines the co-creation of value in a B2B context between tourism companies through a causal model with PLS-SEM, using a sample of 256 wholesale and retail travel agencies in Spain to assess their relationship with hotels. The results show that the co-creation of value is a key construct for the consolidation of these relationships as it is a differentiating, integrating and dynamic tool capable of improving the relational quality between partners, leading to economic satisfaction thanks to the improvement of commercial results. of all agents. This work contributes to the relationship marketing literature conceptually and empirically by providing an innovative route to understand how B2B networks of value creation are organized and to achieve their sustainable management.Quantitative evidence is shown about how co-creation can stimulate the positive evaluation of a company on the economic results or benefits obtained thanks to the relational quality with its tourism provider.