Gestión del conocimiento y orientación al marketing interno en el desarrollo de ventajas competitivas en el sector hotelero

• José Luis Ruizalba Robledo ^[1] ; María Vallespín Arán ^[1] ; Javier Pérez-Aranda ^[1]
  1. [1] Universidad de Málaga

     Universidad de Málaga

     Málaga, España

     
• Localización: Investigaciones europeas de dirección y economía de la empresa, ISSN 1135-2523, Vol. 21, Nº 2, 2015, págs. 84-92
• Idioma: español
• DOI: 10.1016/j.iedee.2014.03.001
• Títulos paralelos:
  • Knowledge management and internal marketing orientation for the development of competitive advantages in the hotel sector
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 12 Citas
• Resumen
  • español

    La orientación al marketing interno (OMI) puede constituir una herramienta de gestión del conocimiento de los empleados que permita a las empresas desarrollar una ventaja competitiva en la medida en que genera información, la comunica internamente para terminar ofreciendo una respuesta a sus necesidades. La OMI, mediante la adecuada gestión del capital humano, facilita competir de forma más efectiva y dar una respuesta ágil a las demandas del mercado. En este estudio se analizan las 3 dimensiones que constituyen la OMI y que suponen una gestión del conocimiento en lo que se refiere a generación de inteligencia sobre las necesidades de los empleados, su comunicación y su posterior respuesta. A continuación se realiza una investigación empírica para analizar el grado de OMI en los hoteles españoles y en la que se identifica una clasificación de 3 grupos diferenciados según dichos niveles. Además, se evidencia a la OMI como fuente de ventaja competitiva, ya que se encuentran mayores niveles de satisfacción laboral y de compromiso organizacional en los grupos con mayor OMI.

  • English

    Internal marketing orientation (IMO) can be used as a tool for managing employees’ knowledge that allows companies to develop a competitive advantage to the extent that generates information, communicates it internally and facilitates to articulate a response to their needs. IMO through proper management of human capital facilitates more effective competition and a more agile response to market demands. This study analyzes the three dimensions that make up IMO and involve knowledge management with regard to gathering intelligence concerning employees’ needs, the transmission of these needs and the subsequent response. Then, an empirical research has been carried out to analyze the IMO in Spanish hotels and it had led to the classification of three clearly defined groups. Moreover, the results indicate IMO as a source of competitive advantage as higher levels of job satisfaction and organizational commitment are found in the groups with higher IMO.

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