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Service Dominant Logic in the tourism sector: internal marketing as an antecedent of

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Author Info

  • Nuria García Rodríguez

    ()
    (Universidad de Oviedo)

  • Begoña Álvarez Álvarez

    ()
    (Universidad de Oviedo)

  • M.ª Leticia Santos Vijande

    ()
    (Universidad de Oviedo)

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    Abstract

    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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    Bibliographic Info

    Article provided by Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE) in its journal Cuadernos de Gestión.

    Volume (Year): 11 (2011)
    Issue (Month): 02 ()
    Pages: 53-75

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    Handle: RePEc:ehu:cuader:20111110

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    Postal: Instituto de Economía Aplicada a la Empresa Avda Lehendakari Aguirre 83 CP 48015 Bilbao (Vizcaya) Spain
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    Fax: + 34 94 601 3710
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    Web page: http://www.ieae.ehu.es
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    Postal: Instituto de Economía Aplicada a la Empresa, Revista Cuadernos de Gestión, Facultad de CC. Económicas y Empresariales, Universidad del País Vasco, Avda. Lehendakari Aguirre 83, 48015 Bilbao, Spain
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    Web: http://www.ehu.es/cuadernosdegestion

    Related research

    Keywords: Service dominant logic; internal marketing; co-creation; performance;

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