Información del artículo
RESUMEN
El propósito de este trabajo es estudiar el efecto de la confianza y el compromiso sobre la creación de valor para el cliente. Para ello primero se examinan las distintas funciones creadoras de valor en las relaciones comerciales entre empresas. A continuación se plantea el modelo teórico que conecta la confianza y el compromiso con las funciones creadoras de valor. Después se procede con el análisis de los datos obtenidos en el trabajo de campo. En este punto se estudian las conexiones causales del modelo estructural especificado. Los resultados obtenidos aportan evidencia empírica acerca del hecho que el compromiso del distribuidor es un antecedente directo y positivo de la creación de valor en una relación, entendida desde una óptica funcionalista. En el caso de la otra variable relacional, la confianza del distribuidor, el efecto que ejerce sobre la creación de valor es indirecto y a través del compromiso del distribuidor.
PALABRAS CLAVE:
Variables Relacionales Clave
Creación de Valor
Relaciones Comprador-Vendedor
ABSTRACT
The aim of this paper is to study the effect of trust and commitment in customer value creation. Thus, firstly, the different value creating functions in business relationships are examined. Next, the conceptual model that connects trust and commitment with the value creating functions is proposed. At this point the causal connections of the specified structural model are studied. The empirical results reveal that distributor's commitment is a direct and positive antecedent of value creation in a relationship, understood from a functionalist perspective. With reference to the other relational variable, distributor's trust, it has an indirect effect in value creation through distributor's commitment.
KEYWORDS:
Key Relational Variables
Value Creation
Buyer-Seller Relationships
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