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La gestión de las relaciones con clientes y la empresa de alta rentabilidad de Galicia

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  • Pablo Cabanelas Lorenzo
  • Anxo Moreira
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    Abstract

    RESUMEN La gestión de las relaciones con los clientes es un factor diferencial de las empresas de alta rentabilidad (AR), organizaciones que poseen un elevado rendimiento económico. El presente trabajo propone profundizar en la gestión de clientes como fuente de ventaja competitiva, aplicando la perspectiva de los recursos y capacidades. Con esta finalidad, ofrecemos los resultados obtenidos tras la realización de una encuesta a empresas de AR de Galicia que ayudan a caracterizar sus actitudes en las relaciones con los clientes. Los resultados incluyen pautas de comportamiento según sector y tamaño, así como múltiples relaciones que definen la forma en la que gestionan estas relaciones. ABSTRACT Customer relationship management is a critical issue of High Profitability Firms (HPF), organizations that possess a high economic performance. From the resource based view, the present paper purpose to analyse the management of customers as source of competitive advantage. For attaining this goal the results of a survey made to Galician HPF are included. The results include different behaviour in function of the size or the sector, and many relationships that try to characterize the way applied by these firms to develop their relationship with customers.

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    Bibliographic Info

    Article provided by Universidades Públicas de Andalucía in its journal Revista de Estudios Regionales.

    Volume (Year): 01 (2009)
    Issue (Month): ()
    Pages: 223-246

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    Handle: RePEc:rer:articu:v:01:y:2009:p:223-246

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    Related research

    Keywords: Gestión de las relaciones con clientes; Empresas de alta rentabilidad; Teoría de los recursos y capacidades;

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    1. Morgan, Robert M. & Hunt, Shelby, 1999. "Relationship-Based Competitive Advantage: The Role of Relationship Marketing in Marketing Strategy," Journal of Business Research, Elsevier, vol. 46(3), pages 281-290, November.
    2. Fisher, Franklin M & McGowan, John J, 1983. "On the Misuse of Accounting Rates of Return to Infer Monopoly Profits," American Economic Review, American Economic Association, vol. 73(1), pages 82-97, March.
    3. Ryals, Lynette & Knox, Simon, 2001. "Cross-functional issues in the implementation of relationship marketing through customer relationship management," European Management Journal, Elsevier, vol. 19(5), pages 534-542, October.
    4. Jay B. Barney, 1986. "Strategic Factor Markets: Expectations, Luck, and Business Strategy," Management Science, INFORMS, vol. 32(10), pages 1231-1241, October.
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