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Conceptualización y medición del valor percibido: consensos y controversias

  • Martina G Gallarza [1] ; Irene Gil Saura [1] ; Francisco Javier Arteaga Moreno [2] Árbol académico
    1. [1] Universitat de València

      Universitat de València

      Valencia, España

    2. [2] Universidad Católica de Valencia San Vicente Mártir

      Universidad Católica de Valencia San Vicente Mártir

      Valencia, España

  • Localización: Management Letters / Cuadernos de Gestión, ISSN 1131-6837, Vol. 20, Nº 1, 2020, págs. 65-88
  • Idioma: español
  • DOI: 10.5295/cdg.180997mg
  • Títulos paralelos:
    • The concept and measurement of consumer value: agreements and disagreements
  • Enlaces
  • Resumen
    • español

      Estudiar el concepto Valor resulta ser necesario y útil en Marketing por ser un concepto endémico para la disciplina y relevante para la profesión. Sin embargo, a pesar de décadas de investigación, la doctrina se lamenta de un cierto círculo vicioso sobre las dificultades conceptuales y de medición del Valor. Este trabajo revisa estas dificultades y las categoriza en torno a acuerdos y controversias, evidenciando sus efectos en la compleja red nomológica construida a lo largo de los años en torno al Valor. Además, explora empíricamente tres modelos causales de relaciones entre dimensiones de Valor, Satisfacción y Lealtad, testados con PLS sobre una muestra de 340 clientes de hotel. Los resultados no permiten concluir con rotundidad qué variable es mejor explicada –Satisfacción o Lealtad–, aunque sí confirma efectos más robustos de las dimensiones de Valor (como el Entretenimiento) sobre la Lealtad, cuando la Satisfacción es mediadora. Se concluye sobre la existencia de efectos directos (dobles sobre sendas variables) e indirectos de algunas dimensiones en la cadena Satisfacción-Lealtad. Como implicaciones para la gestión derivadas de nuestro estudio, Entretenimiento, Estima, Eficiencia, Estética, Ética y Escapismo se muestran como las “seis Es” sobre las que apoyar la estrategia de marketing en los hoteles a fin de impulsar desde el Valor tanto la Satisfacción como la Lealtad.

    • English

      Studying the value concept turns out to be necessary and useful in Marketing because it is academically endemic and professionally relevant. However, despite decades of research, authors denounce a certain vicious circle of conceptual and methodological difficulties in Value research. This work reviews and categorizes these difficulties around agreements and controversies, it provides evidence of the complex nomological network that has been built in years around the value concept. Besides, empirically explores three causal models of relationships between dimensions of Value, Satisfaction and Loyalty, tested with PLS on a sample of 340 hotel customers. The results do not allow to conclude strongly which variable is best explained –Satisfaction or Loyalty– although it does confirm more robust effects of value dimensions (such as Entertainment) on Loyalty, when satisfaction mediates this relationship. We conclude, contextually for this study, on the existence of direct effects (doubled on both Satisfaction and Loyalty) on variable paths) for some Value dimensions and indirect of others in the chain Satisfaction-Loyalty. Managerial implications deriving from results point out the relevance of Entertainment (Play), Esteem, Efficiency, Aesthetics, Ethics and Escapism as key divers for hotel management strategy to enhance, through customer Value, both customer Satisfaction and Loyalty.

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