SciELO - Scientific Electronic Library Online

 
 número14Benchmarking y su Aplicación en TurismoA contribuição das redes de cidades com excelência turística: o caso de Santiago de Compostela, Espanha índice de autoresíndice de assuntospesquisa de artigos
Home Pagelista alfabética de periódicos  

Serviços Personalizados

Journal

Artigo

Indicadores

Links relacionados

  • Não possue artigos similaresSimilares em SciELO

Compartilhar


Tékhne - Revista de Estudos Politécnicos

versão impressa ISSN 1645-9911

Resumo

PEREIRA, Carla; FERREIRA, João  e  ALVES, Helena. Conhecimento tácito como vantagem competitiva nos relacionamentos com o cliente: proposta de modelo conceptual para o Turismo Rural. Tékhne [online]. 2010, n.14, pp.181-208. ISSN 1645-9911.

Recently an increasing interest in relationship marketing has been verified therefore it has been presented as a strategic response to firms in the attainment of competitive advantages through the creation of interdependence, trust, and commitment between the firm and the customer. The importance of Relational Marketing (RM) for companies in general and for services firms in particular seems clear as well as for rural tourism firms, where the service is inherently more relational. The rural tourism firms with a wide variety of destination offers and establishments feels difficulties in achieve customer loyalty. Tacit knowledge of collaborators as a result of interactions established with customers could allow to obtain and maintain the customer satisfaction in visits or/and subsequent uses. In this sense, this research aims to establish a relational model proposal for rural tourism firms, focused on tacit knowledge as competitive advantage and innovative variable.

Palavras-chave : Relationship Marketing; Tacit Knowledge; Competitive Advantage.

        · resumo em Português     · texto em Português     · Português ( pdf )