{"id":57877,"date":"2007-10-04T00:00:00","date_gmt":"2007-10-04T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/el-papel-de-los-costes-de-cambio-en-la-estrategia-relacional\/"},"modified":"2007-10-04T00:00:00","modified_gmt":"2007-10-04T00:00:00","slug":"el-papel-de-los-costes-de-cambio-en-la-estrategia-relacional","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/organizacion-y-gestion-de-empresas\/el-papel-de-los-costes-de-cambio-en-la-estrategia-relacional\/","title":{"rendered":"El papel de los costes de cambio en la estrategia relacional"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Araceli Pic\u00f3n Berjoyo <\/strong><\/h2>\n<p>Dado el importante papel que los clientes desempe\u00f1an en la estrategia y en el crecimiento de las empresas, el desarrollo de estrategias relacionales se convierte en un instrumento vital para alcanzar una ventaja competitiva basada en el cliente, la cual ser\u00e1 sostenible si se crean los mecanismos suficientes de defensa, entre los que destacamos la creaci\u00f3n de costes de cambio.  en consecuencia, el objetivo principal de esta tesis doctoral reside en determinar cu\u00e1les son los recursos y capacidades organizativas que permiten el desarrollo de estrategias relacionales exitosas, medido \u00e9ste a trav\u00e9s de su impacto directo sobre el rendimiento obtenido por la empresa, y tambi\u00e9n en funci\u00f3n de su influencia sobre las percepciones de satisfacci\u00f3n y costes de cambio de los clientes, pues \u00e9stas determinaran la lealtad de los mismos y, por tanto, el \u00e9xito final de dicha estrategia. Adem\u00e1s, pretendemos profundizar en el an\u00e1lisis del concepto y dimensionalidad de los costes de cambio percibidos por el cliente, al ser una variable clave que condiciona la continuidad o el abandono de la relaci\u00f3n entre las partes. consideramos que, por un lado, la orientaci\u00f3n al mercado seguida por la empresa y las capacidades basadas en el mercado son imprescindibles para el desarrollo de estrategias relacionales y que, la implantaci\u00f3n de este tipo de estrategia genera unos mayores costes de cambio para los clientes, al a vez que eleva su nivel de satisfacci\u00f3n, lo cual favorece su lealtad. Por otro lado, presentamos una conceptualizaci\u00f3n mutlidimensional del constructo \u00abcostes de cambio percibidos\u00bb. para validar emp\u00edricamente las hip\u00f3tesis de la investigaci\u00f3n, utilizamos el sector asegurador espa\u00f1ol, recogiendo tanto las percepciones de los directivos de las entidades aseguradoras, como las percepciones de sus clientes.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>El papel de los costes de cambio en la estrategia relacional<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 El papel de los costes de cambio en la estrategia relacional <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Araceli Pic\u00f3n Berjoyo <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Sevilla<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 10\/04\/2007<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Carmen Barroso Castro<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: enrique Martin armario <\/li>\n<li>yolanda Polo rendondo (vocal)<\/li>\n<li>amadeo Petitb\u00f3 Juan (vocal)<\/li>\n<li>Jos\u00e9 Luis Gal\u00e1n gonz\u00e1lez (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Araceli Pic\u00f3n Berjoyo Dado el importante papel que los clientes desempe\u00f1an en la estrategia y en el [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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