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Impacto de la calidad del servicio en la competitividad y rentabilidad: El sector hotelero en la costa catalana

Impact of service quality on competitiveness and profitability: The hotel industry in the Catalan coast

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Abstract (2. Language): 
Purpose: The purpose of this research is to analyze the relationship between perceived quality by customers for accommodations and financial results of the hotels. It is whether the perception of higher quality by users translates into better financial economic performance. Design/methodology: The empirical study focuses on a sample of 88 hotels in the two most important coastal areas of Catalonia, Costa Brava and Costa Daurada. Variables for determining the perceived quality are based on evaluations expressed in TRIPADVISOR. The economic and financial information is obtained from the analysis of the annual reports for the years 2010-2012. The existence of a relationship between these variables has been studied through structural equations. Findings: According to the results of statistical analysis, no significant relationship between perceived quality by users and financial economic performance. The results are similar to others from similar previous studies and there are some possible causes like the bias in the response observed in the website or the lack of internal reasons for implementing quality systems in the organization. Research limitations/implications: One possible limitation is the size of the sample. However the sample refers to a concrete area of the Spanish coast that represents an important share of the tourism GDP in the Spanish economy.Originality/value: Academic work so far analyzed the hotel quality based on the existence of an external quality certificate. This study used as a measure of quality assessments directly expressed by customers on websites specialized channels of information that is of growing importance due to the increasing use of social networks and specific websites as a main source of information.
Abstract (Original Language): 
Objeto: El objetivo de esta investigación es analizar la relación entre percepción de calidad por parte de los clientes de los establecimientos hoteleros y los resultados económico-financieros de los hoteles. Se trata de determinar si la percepción de mayor calidad por parte de los usuarios se traduce en mejores resultados empresariales. Diseño/metodología/enfoque: El estudio empírico realizado se centra en una muestra de 88 hoteles de las dos zonas costeras más importantes de Cataluña, Costa Brava y Costa Daurada. Las variables para la determinación de la percepción de la calidad provienen de las valoraciones expresadas en TRIPADVISOR. La información económico-financiera se obtiene del análisis de las cuentas anuales para los ejercicios 2010-2012. La existencia de una relación entre las variables mencionadas se ha estudiado a través de ecuaciones estructurales. Aportaciones y resultados: De acuerdo con los resultados del análisis estadístico, no existe una relación significativa entre percepción de calidad por parte de los usuarios y resultados económicos financieros. Los resultados obtenidos son coherentes con otros estudios previos publicados y pueden apuntarse como posibles causas el sesgo en las respuestas de los internautas o la no existencia de motivaciones internas en la implementación de sistemas de calidad.Limitaciones: Como posible limitación cabría apuntar el tamaño de la muestra. Si bien el estudio empírico se centra en una zona bien delimitada de la costa española con un peso muy relevante en el PIB turístico total de España. Originalidad / Valor añadido: Los trabajos académicos realizados hasta la fecha analizaban la calidad hotelera en función de la existencia de un certificado externo de calidad. Este estudio utiliza como medida de calidad las valoraciones expresadas directamente por los clientes en páginas web especializadas, un canal de información que reviste una importancia creciente debido al cada vez mayor uso de las redes sociales y webs especializadas como fuente de información.

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