Aplicación de la Lógica Dominante del servicio (LDS) en el sector turísticoel marketing interno como antecedente de la cultura de co-creación de innovaciones con clientes y empleados

  1. García Rodríguez, Nuria 1
  2. Álvarez Álvarez, Begoña 1
  3. Santos Vijande, María Leticia 1
  1. 1 Universidad de Oviedo
    info

    Universidad de Oviedo

    Oviedo, España

    ROR https://ror.org/006gksa02

Aldizkaria:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Argitalpen urtea: 2011

Alea: 11

Zenbakia: 2

Orrialdeak: 53-76

Mota: Artikulua

DOI: 10.5295/CDG.100238NG DIALNET GOOGLE SCHOLAR lock_openADDI editor

Beste argitalpen batzuk: Management Letters / Cuadernos de Gestión

Laburpena

This research seeks to achieve a deeper understanding of the Internal Marketing (IM) concept, considered as an operant resource, according to the Service Dominant Logic (SDL) theory, as well as to analyze the IM contribution to the achievement of competitive advantage. To this end, the research examines the IM effect on the organizations� predisposition to involve their clients and first-line employees in the development of new services, widening in this way the opportunities for value co-creation, again from a SDL viewpoint. The conceptual model is tested on a 240 national sample of hotels using structural equations modelling. The results support that those firms more involved in IM practices are also more willing to co-develop new services with their customers and first-line employees, which ultimately improve in a sustained way customer-related performance and overall firm�s performance.

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