Customer Orientation in Family Businesses

Javier Morales-Mediano; José L. Ruiz-Alba; Isolino Pazos-Villas; Raquel Ayestarán

doi:10.24310/ejfbejfb.v9i1.6639

Autores/as

Javier Morales-Mediano Universidad Pontificia Comillas - ICADE España http://orcid.org/0000-0003-1797-9211
José L. Ruiz-Alba University of Westminster Reino Unido http://orcid.org/0000-0003-3700-6505
Isolino Pazos-Villas Universidad Francisco de Vitoria España http://orcid.org/0000-0003-4530-5396
Raquel Ayestarán Universidad Francisco de Vitoria España http://orcid.org/0000-0003-1066-3257

DOI:

https://doi.org/10.24310/ejfbejfb.v9i1.6639

Palabras clave:

Orientación al cliente, COSE, Influencia familiar, Experiencia del cliente, HRS

Agencias: No

Resumen

El objetivo de este artículo es investigar la orientación al cliente de los empleados de servicio (COSE por sus siglas en inglés) en empresas familiares. También se proponen nuevas consecuencias de la COSE en el contexto de la empresa familiar.

La investigación se basa en un estudio cualitativo compuesto por 13 entrevistas realizadas a directivos de empresas familiares. Los resultados se analizaron utilizando NVivo 11.

Los resultados confirman la relevancia del constructo COSE en las empresas familiares y la influencia familiar sobre él. Se identifican nuevas consecuencias, incluidas la diferenciación de la empresa, la experiencia del cliente y el bienestar del cliente.

Los resultados muestran que los profesionales participantes consideran la COSE como un elemento clave para el éxito. Este estudio arroja luz sobre cómo se puede aplicar la COSE en una empresa familiar para mejorar la experiencia del cliente.

Este estudio amplía el potencial de la COSE con el uso de empresas familiares por primera vez e introduce nuevas consecuencias al modelo original.

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