Clicca qui per scaricare

Condividi
Quality in marketing process and networking value co-creation: some evidences in hospitality industry
Titolo Rivista: MERCATI E COMPETITIVITÀ 
Autori/Curatori:  Valentina Della Corte, Enrico Di Taranto, Roberto Micera 
Anno di pubblicazione:  2014 Fascicolo: 2  Lingua: Inglese 
Numero pagine:  28 P. 53-80 Dimensione file:  237 KB
DOI:  10.3280/MC2014-002004
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 


The purpose of this research is demonstrating that the network strategy influences the complex tourist product quality and if the firms pursue a co-planning value strategy, this latter affects marketing choices of tourist product. Authors propose a theoretical model which represents an application of service-dominant logic according to resource- based theory, with specific attention to a particular branch and precisely how the "relational view" leads to value co-creation and that takes into account the central issue of tourism and in particular hotel quality management. They demonstrate the usefulness of this framework through a structured questionnaire, submitted to a sample of hotels, helpful to understand the club’s implications on the quality co-creation process.

L'obiettivo del lavoro è dimostrare che le strategie di networking influenzano la qualità complessiva del prodotto turistico: se le imprese della rete adottano una pianificazione condivisa, ciò influenzerà le scelte di marketing del prodotto turistico. Gli autori propongono un modello teorico coerente con un approccio service-dominant logic in ottica resource-based, che si sofferma sulla co-creazione del valore generata dalla gestione della qualità di alberghi che perseguono strategie reticolari. Essi mostrano l'utilità di questo modello attraverso la somministrazione di un questionario ad un campione di alberghi per comprendere le implicazioni di queste scelte sul processo di co-creazione.
Keywords: Service-Dominant Logic, Resource-based Theory, Network, Co- Creazione, Qualità, Destination Image.

  1. Groves R.M., Fowler Jr F.J., Couper M.P., Lepkowski J.M., Singer, E., Tourangeau R. (2013). Survey methodology. Wiley.com.
  2. Grundey D. (2008). Experiental Marketing vs. Traditional Marketing: Creating Rational and Emotional Liaisons with Consumers. The Romanian Economic Journal, 29(3): 133-151.
  3. Gummesson, E. (2010). The future of service is long overdue. In P.P. Maglio, C.A. Kieliszewski, & J.C. Spohrer (Eds.). Handbook of service science (pp. 625-642). New York: Springer,, DOI: 10.1007/978-1-4419-1628-0_27
  4. Haugland S.A., Bjrn-ove Grnseth H.N., Aarstad J. (2011). Development of tourism destinations. an integrated multilevel perspective. Annals of Tourism Research, 38, 1: 268-290,, DOI: 10.1016/j.annals.2010.08.008
  5. Iordache C.M., Parpandel D. (2009). Relational Marketing – the Prerequisite to Implement Tourist Companies’ Marketing Strategies. Theoretical and Applied Economics, 8, 537: 57-66.
  6. Lemmetyinen A., Go F.M. (2009). The key capabilities required for managing tourism business networks. Tourism Management, 30: 31-40,, DOI: 10.1016/j.tourman.2008.04.005
  7. Lusch R.F., Vargo S.L., O’Brien M (2007). Competing through Service: Insights from Service-Dominant Logic. Journal of Retailing, 83, 1: 5-18,, DOI: 10.1016/j.jretai.2006.10.002
  8. Ordanini A. (2009). Progettazione: come innovare e sviluppare nuovi servizi. In E. Valdani, a cura di, Cliente & Service Management. Milano: Egea, 244-265.
  9. Paget E., Dimanche F., Mounet J.-P. (2010). A tourism innovation case. An actor-network approach. Annals of Tourism Research, 37, 3: 828-84,, DOI: 10.1016/j.annals.2010.02.004
  10. Pearce D.G. (2013). Towards an Integrative Conceptual Framework of Destinations. Journal of Travel Research, 12(June).
  11. Scott N., Baggio R., Cooper C. (2009). Network analysis and tourism. From Theory to Practice, Mixed Sources, Channel view Publications.
  12. Shaw G., Bailey A., Williams A. (2011). Aspects of service-dominant logic and its implications for tourism management: Examples from the hotel industry. Tourism Management, 32, 2: 207-214,, DOI: 10.1016/j.tourman.2010.05.020
  13. Sundbo J., Orfila-Sintes F., & Sørensen F. (2007). The innovative behaviour of tourism firms – comparative studies of Denmark and Spain. Research Policy, 36(1): 88-106,, DOI: 10.1016/j.respol.2006.08.004
  14. UNWTO (2003). Sixth meeting. Varadero, Cuba, 9-10 May.
  15. Vargo S.L., Lusch R.F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1): 1-17,, DOI: 10.1509/jmkg.68.1.1.24036
  16. Vargo S.L., Lusch R.F. (2008). Service-dominant logic: continuing the evolution. In Academy of Marketing Science, 36, 1: 1-10.
  17. Vargo S.L., Maglio P.P., Akaka M.A. (2008),. On value and value co-creation: A service systems and service logic perspective. European Management Journal, 26, 3: 145-152,, DOI: 10.1016/j.emj.2008.04.003
  18. Vargo S.L. (2009). Toward a transcending conceptualization of relationship: a servicedominant logic perspective. Journal of Business & Industrial Marketing, 24(5-6): 373-379,, DOI: 10.1108/08858620910966255
  19. Warnaby G., Bennison D., Davies B.J., Hughes H. (2004). People and partnerships: marketing urban retailing. International Journal of Retail & Distribution Management, 32(11): 545-556,, DOI: 10.1108/09590550410564773
  20. Wong J. (2011). A Relational View of Resources-based Theory: The case of Internationalization of Li & Fung Group. The Journal of Human Resource and Adult Learning, 7(2): 34-39.
  21. Yamakawaa Y., Yang H., Lin Z. (2011). Exploration versus exploitation in alliance portfolio: Performance implications of organizational, strategic, and environmental fit. Research Policy, 40(2): 287-296,, DOI: 10.1016/j.respol.2010.10.006
  22. Acedo F.J., Barroso, C., Galan, J.L. (2006). The resource-based theory: dissemination and main trends. Strategic Management Journal, 27(7): 621-636,, DOI: 10.1002/smj.532
  23. Armistead C.G., Clark, G.R. (1992). Customer Service and Support: Implementing Effective Strategies. In Financial Times, Pitman, UK: 27-37.
  24. Ashforth B., Mael F. (1996). Organizational identity and strategy as a context for the individual. In Advances in Strategic Management, 13: 19-64.
  25. Baggio, R. (2011). Networks and Tourism: the effect of structures and the issues of collaboration. In M. Bachinger, H. Pechlaner & W. Widuckel (Eds.). Regionen und Netzwerke: Kooperationsmodelle zur Förderung von branchenübergreifender Kompetenzentwicklung (pp. 47-62). Wiesbaden: Gabler-Springer,, DOI: 10.1007/978-3-8349-6846-3_3
  26. Barney J.B. (2010). Gaining And Sustaining Competitive Advantage. 4rd Ed. Upper, Saddle River: Prentice-Hall.
  27. Barney J.B., Ouchi W.G. (1986). Organizational Economics. San Francisco: Jossey-Bass.
  28. Bjork P., Virtanen H. (2005). What tourism project managers need to know about cooperation facilitators. Scandinavian Journal of Hospitality and Tourism, 5(3): 212-30,, DOI: 10.1080/15022250510014354
  29. Blumberg K. (2004). Cooperative networks in destination marketing: a case study from Nelson/Tasman region, New Zealand. Paper presented at the Networking and partnership in destination development and management. ATLAS Annual Conference, Naples, Italy.
  30. Brakus, J.J., Schmitt, B.H., Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of Marketing, 73: 52-68,, DOI: 10.1509/jmkg.73.3.52
  31. Brandenburger A.M., Nalebuff B.J. (1996). Co-opetition. New York: Doubleday.
  32. Chesbrough H.W. (2003). The Era of Open Innovation. MIT Sloan Management Review, Spring, pp. 35-41.
  33. Cooper C., Fletcher J., Gilbert D., Wanhill S., Fyall A. (2008). Tourism. Principles and Practice. Prentice Hall: Essex.
  34. Della Corte V. (2009). Imprese e sistemi turistici. Milano: Egea.
  35. Della Corte V. (2012). The evolution of tourist product as expression of experiencebased innovation, in A. Morvillo (Ed.). Advance in tourism studies in memory of Clara S. Petrillo. Milano: McGraw Hill.
  36. Della Corte V., Del Gaudio G., Iavazzi A., Savastano I. (2013). Exploring new marketing opportunities: crowdsourcing and its role in strategic and marketing choices, paper presented at 11th International Marketing Trends Conference, Paris.
  37. Della Corte V., Micera R. (2011). Resource integration management in networks’ value creation. An empirical analysis of high quality tourist offer in Southern Italy. Mercati e competitività, 3: 127-146.
  38. Della Corte V., Savastano, I., Storlazzi, A. (2009), Service innovation in management and valorization of cultural heritages. International Journal of Quality and Service Sciences, 1, 3: 225-240,, DOI: 10.1108/17566690911004177
  39. Della Corte V., Sciarelli M. (2011). Relational Knowledge and Governance Choices, a view within resource-based theory perspective. Corporate Ownership and Control Journal, 9, 1: 392-404.
  40. Della Corte V., Sciarelli M. (2012). Destination management e logica sistemica. Torino: Giappichelli Editore.
  41. Einwiller S. (2001). The significance of reputation and brand for creating trust in the different stages of a relationship between an online vendor and its customers. Proceedings of the 8th Research Symposium on Emerging Electronic Markets (RSEEM2001), September, 16.
  42. Fiol C.M. (2001). Revisiting an identity-based view of sustainable competitive advantage. Journal of Management, 27, 691-699,, DOI: 10.1177/014920630102700606
  43. Franch M. (2010) Marketing delle destinazioni turistiche. metodi, approccio e strumenti. Milano: McGraw-Hill.
  44. Frow P., Payne A., Storbacka K., (2008). Managing the Co-Creation of Value. Journal of the Academy of Marketing Science, 36, 1: 83-96,, DOI: 10.1007/s11747-007-0070-0
  45. Gnyawali D.R., Madhavan R. (2001). Cooperative networks and competitive dynamics: A structural embeddedness perspective.Academy of Management Review, 26, 3: 431-445,, DOI: 10.5465/AMR.2001.4845820
  46. Grönroos C. (2008). Service logic revisited: who creates value? And who co-creates?. European Business Review, 20, 4: 298-314,, DOI: 10.1108/09555340810886585
  47. Grönroos C. (2011). A service perspective on business relationships: The value creation, interaction and marketing interface. Industrial Marketing Management, 40, 240-247,, DOI: 10.1016/j.indmarman.2010.06.036

Valentina Della Corte, Enrico Di Taranto, Roberto Micera, La qualità nel processo di marketing e la co-creazione di valore a livello di network: alcune evidenze nel settore alberghiero in "MERCATI E COMPETITIVITÀ" 2/2014, pp. 53-80, DOI:10.3280/MC2014-002004

   

FrancoAngeli è membro della Publishers International Linking Association associazione indipendente e no profit per facilitare l'accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche