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Quality in marketing process and networking value co-creation: some evidences in hospitality industry
Autori/Curatori:  Valentina Della Corte, Enrico Di Taranto, Roberto Micera 
Anno di pubblicazione:  2014 Fascicolo: Lingua: Inglese 
Numero pagine:  28 P. 53-80 Dimensione file:  237 KB
DOI:  10.3280/MC2014-002004
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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.

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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


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