La calidad de la relación comercial: escala de medida para agronegocios (Colombia)
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Las relaciones comerciales entre productores agrícolas y proveedores requieren ser estudiadas con el fin de poder identificar las dinámicas diádicas que se dan en los territorios entre dos actores que están estrechamente ligados en lo que respecta a poder construir ventajas competitivas desde la perspectiva de la cadena de suministro. Por lo tanto, el propósito de la presente investigación es proponer una escala de medida de la calidad de la relación comercial entre proveedores y productores agrícolas aplicable a los contextos de habla hispana. Para tal fin, se seleccionaron diversos conceptos operacionales que hacen parte del constructo de la calidad de la relación comercial, los cuales se enmarcan dentro del paradigma del marketing relacional. A partir de la teoría se establecieron nuevas escalas que fueron adaptadas y validadas en su contenido y a nivel estadístico a través de un análisis factorial confirmatorio, el cual permitió seleccionar los modelos de medida que mejor representan el constructo de calidad relacional comercial. Estos análisis se realizaron por medio de ecuaciones estructurales por el método de mínimos cuadrados parciales (sem-pls) y con la ayuda del software SmartPLS 3. Los resultados permitieron evaluar tres modelos, de los cuales se pudo concluir que el modelo integrado 2 unidimensional y el modelo 3 multidimensional son óptimos para poder medir la calidad de la relación comercial entre productores agrícolas y proveedores.
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Charles Arosa-Carrera, Universidad de los Llanos
PhD (C) Administración, Universidad Nacional de Colombia – Colombia; Magister en Mercadeo. Profesor asistente adscrito a la Escuela de Administración y Negocios, Universidad de los Llanos – Colombia
Silvana Dakduk, Universidad de los Andes
PhD en Psicología, Universidad Católica Andrés Bello – Venezuela, Profesora adscrita al Departamento de Marketing, Universidad de los Andes. Bogotá D.C. - Colombia.
Juan Carlos Chica-Mesa, Universidad Nacional de Colombia - Sede Manizales
PhD en Ingeniería de las Organizaciones, Universidad Nacional de Colombia – Colombia, Magister en Administración. Profesor adscrito a la Facultad de Administración, Universidad Nacional de Colombia – Colombia.
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