| Title |
Business Management orientated to the Customer Value as source of competitive advantage. Propose of an explicative model |
| ID_Doc |
66065 |
| Authors |
Valenzuela, L; Torres, E |
| Title |
Business Management orientated to the Customer Value as source of competitive advantage. Propose of an explicative model |
| Year |
2008 |
| Published |
Estudios Gerenciales, 24.0, 109 |
| DOI |
10.1016/S0123-5923(08)70053-6 |
| Abstract |
The globalization and the high competitive environment, demand the companies to be orientated to the market and to manage its clients' portfolio as a strategic asset that could increase the profitability of the business and to achieve a competitive sustainable advantage in the time. The objective of this article is to contribute with a model based on the customer equity to help the companies to make better strategic marketing decisions. The formulated hypotheses have been contrasted through a structural model using reliable constructs that have been applied to the tourist sector, specifically, to travel agencies in Spain. The results reveal that there is a positive and significant relation between the customer value orientation ratio and better strategic marketing decisions. Finally, the study presents the conclusions and implications of these results in business management. |
| Author Keywords |
Orientation to the market; customer equity; competitive advantage; strategic marketing decisions; tourist sector; business management |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Emerging Sources Citation Index (ESCI) |
| EID |
WOS:000447738900004 |
| WoS Category |
Economics |
| Research Area |
Business & Economics |
| PDF |
https://doi.org/10.1016/s0123-5923(08)70053-6
|