La orientación al cliente, la estrategia competitiva y la innovación en mercadotecnia como factores que influyen sobre el desempeño en restaurantes mexicanos
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abr 11, 2023
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https://doi.org/10.36677/elperiplo.v0i44.17180
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Arlen Ceron Islas
http://orcid.org/0000-0003-3982-5053
Juan Gabriel Figueroa Velázquez
http://orcid.org/0000-0002-8846-1359
Omar Guerrero Hernández
http://orcid.org/0000-0003-3982-5053
Juan Gabriel Figueroa Velázquez
http://orcid.org/0000-0002-8846-1359
Omar Guerrero Hernández
Resumen
Esta investigación tiene como objetivo validar la relación entre la innovación en mercadotecnia, la estrategia competitiva, la orientación al cliente y la rivalidad competitiva en el desempeño organizacional, para lo cual se desarrolló una investigación empírica, cuantitativa, de carácter explicativo y de tipo transversal. Se aplicó un instrumento que incorpora escalas ya validadas a una muestra de 301 restaurantes asentados en México. El objetivo se alcanzó al verificar el modelo propuesto, mediante la técnica de modelado de ecuaciones estructurales, el cual cumplió con los requisitos de validez convergente y discriminante, y presentó un nivel de ajuste aceptable. Se plantean cuatro hipótesis, de las cuales una de ellas no resultó estadísticamente significativa. Los resultados muestran que la innovación en mercadotecnia fue la variable que mayor relación experimentó con el desempeño organizacional de los restaurantes, seguida de la orientación al cliente.
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ISLAS, Arlen Ceron; FIGUEROA VELÁZQUEZ, Juan Gabriel; GUERRERO HERNÁNDEZ, Omar.
La orientación al cliente, la estrategia competitiva y la innovación en mercadotecnia como factores que influyen sobre el desempeño en restaurantes mexicanos.
El Periplo Sustentable, [S.l.], n. 44, p. 176 - 194, abr. 2023.
ISSN 1870-9036.
Disponible en: <https://rperiplo.uaemex.mx/article/view/17180>. Fecha de acceso: 07 jun. 2023
doi: https://doi.org/10.36677/elperiplo.v0i44.17180.
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Idenedo, W. & Ebenuwa, A. (2019). Market orientation and customer loyalty of deposit money banks in Port Harcourt. International Journal of Marketing and Commercial Studies, 7(2), 7-17.
Idris, S. & Primiana, I. (2015). Effect of competitive strategy and partnership strategy for small industry performance. International Journal of Economics, Commerce and Management, 3 (4), 1-18. Disponible en http://ijecm.co.uk/wp-content/uploads/2015/04/3441.pdf, [26 de octubre de 2020].
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Jaramillo, J. & Grisaffe, D. (2009). Does Customer Orientation Impact Objective Sales Performance? Insights from a Longitudinal Model in Direct Selling. Journal of Personal Selling & Sales Management, 29(2), 67-178.
Junge, M., Severgnini, B. & Sorense, A. (2016). Product-Marketing Innovation, Skills and Firm Productivity Groth. Review of Income and Wealth, 62(4), 724-757.
Jusoh, R. & Parnell, J. (2008). Competitive strategy and performance measurement in the Malaysian context: An exploratory study. Management Decision, 46(1). doi: 10.1108/00251740810846716.
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Karabulut, T. (2015). Effects of Innovation Types on Performance of Manufacturing Firms in Turkey. Procedia-Social and Behavioral Sciences, (195), 1355-1364. doi: 10.1016/j.sbspro.2015.06.322
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