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Las condiciones explicativas de la lealtad del cliente en las relaciones comerciales B2B
Explanatory Conditions of Customer Loyalty in B2B Business Relationships
As condições explicativas da lealdade do cliente nas relações comerciais B2B
DOI:
https://doi.org/10.15446/innovar.v32n85.101126Palabras clave:
agencias de viaje, B2B, lealtad, QCA, relaciones comerciales (es)agências de viagem, B2B, lealdade, QCA (pt)
Travel agencies, B2B, loyalty, QCA (en)
El estudio del binomio rentabilidad-lealtad del cliente suscita el interés de académicos y empresarios por la influencia que tiene sobre el valor del cliente, la sostenibilidad y el crecimiento de la empresa. Este artículo explora el concepto de valor y la cadena de efectos del valor percibido, la satisfacción y otros vínculos intermedios como la confianza y el compromiso que conducen a la lealtad del cliente. Se utiliza el análisis cualitativo comparado (qca, por sus siglas en inglés) para estudiar esta cadena de efectos difíciles de observar debido a la ausencia de fuentes estandarizadas. El artículo realiza contribuciones de carácter metodológico para incrementar el grado de lealtad en los clientes. El análisis muestra los condicionantes que influyen en las relaciones comerciales B2B conducentes a la obtención de clientes leales. Las conclusiones resaltan las posibilidades de combinaciones “ganadoras” en la cadena de efectos para que las empresas evalúen su utilidad en la interacción con sus clientes cuando aplica estrategias para incrementar su lealtad en el proceso de compra. La aproximación cualitativa más útil evidencia la importancia de la satisfacción del cliente, enlazada con la confianza y el compromiso para captar y mantener a los clientes leales.
The study of the customer profitability-loyalty binomial has generated great interest among scholars and businesspeople due to its influence on customer value and the sustainability and growth of companies. This article explores the concept of value and the chain of effects of perceived value, satisfaction, and other intermediate links, such as trust and commitment, that lead to customer loyalty. Qualitative comparative analysis (qca) is used to study this chain of effects, which are difficult to observe due to the absence of standardized methods. This article provides methodological contributions to increase the degree of customer loyalty. The analysis presented shows the conditions that influence B2B business relationships leading to attaining loyal customers. Our conclusions highlight the "winning" combinations in the aforementioned chain of effects, so companies could evaluate their usefulness as part of the interaction with their customers when applying strategies aimed at increasing loyalty. The most useful qualitative approach emphasizes the importance of customer satisfaction, which is linked to trust and commitment in order to attract and keep loyal customers.
O estudo do binômio rentabilidade-lealdade do cliente desperta o interesse de acadêmicos e empresários pela influência que tem sobre o valor do cliente, a sustentabilidade e o crescimento da empresa. Este artigo explora o conceito de valor e a cadeia de efeitos do valor percebido, a satisfação e outros vínculos intermediários como a confiança e o compromisso que conduzem à lealdade do cliente. É utilizada a análise qualitativa comparada (qca, por sua sigla inglês) para estudar essa cadeia de efeitos difíceis de observar devido à ausência de fontes padronizadas. Este artigo realiza contribuições de caráter metodológico para aumentar o grau de lealdade nos clientes. A análise mostra os condicionantes que influenciam nas relações comerciais b2b que levam à obtenção de clientes leais. As conclusões ressaltam as possibilidades de combinações “ganhadoras” na cadeia de efeitos para que as empresas avaliem sua utilidade na interação com seus clientes quando aplica estratégias para aumentar sua lealdade no processo de compra. A abordagem qualitativa mais útil evidencia a importância da satisfação do cliente, vinculada à confiança e ao compromisso para captar e manter aos clientes leais.
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