Los determinantes de la atracción comercial

  1. Rivera Camino, Jaime
  2. De Juan Vigaray, María Dolores
Revista:
Investigaciones europeas de dirección y economía de la empresa

ISSN: 1135-2523

Ano de publicación: 1999

Volume: 5

Número: 2

Páxinas: 15-34

Tipo: Artigo

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Outras publicacións en: Investigaciones europeas de dirección y economía de la empresa

Resumo

Considerando el incremento de la competitividad en el sector de la distribución, este trabajo pretende contribuir al mejor conocimiento del constructo "atracción comercial". El cual, a pesar de haber generado abundante bibliografía, sin embargo aún presenta dificultades teóricas y prácticas que impiden profundizar en su estudio. A nivel teórico encontramos que existen diversas definiciones que obedecen a las diferentes perspectivas de sus autores. A nivel práctico, la confusión conceptual no permite que las firmas conozcan como utilizar este constructo para fidelizar a sus clientes. Para solucionar estos problemas presentamos una revisión y análisis de las distintas perspectivas existentes sobre la "atracción comercial ", y proponemos una aproximación teórica sobre dicho constructo

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Fonte de datos: Dialnet