- O PAPEL DO MARKETING RELACIONAL E DA COCRIAÇÃO DE VALOR NA FIDELIZAÇÃO DE CLIENTES: REVISÃO BIBLIOMÉTRICA NO SETOR HOTELEIRO
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La industria hotelera es uno de los pilares principales del sector turístico, desempeñando un papel estratégico en la creación de valor económico y experiencial. El aumento de la competencia y las expectativas del consumidor han reforzado la necesidad de estrategias centradas en el cliente centradas en desarrollar relaciones a largo plazo. En este contexto, el marketing de relaciones y la co-creación de valor han cobrado relevancia al promover experiencias personalizadas que influyen positivamente en la satisfacción del cliente, el valor percibido y la lealtad. Sin embargo, la literatura sigue siendo fragmentada, lo que evidencia la necesidad de un análisis integrado de estos constructos. Así, este estudio desarrolla un análisis bibliométrico de la investigación sobre marketing de relaciones, co-creación de valor y fidelidad del cliente en la industria hotelera, con el objetivo de mapear el desarrollo científico, identificar las principales perspectivas teóricas y examinar las relaciones entre estos conceptos.
El análisis se centró en 55 artículos indexados en la base de datos Web of Science y publicados entre 2016 y 2025, seleccionados según criterios de elegibilidad. Se aplicaron técnicas bibliométricas para identificar patrones de publicación, autores principales, revistas y temas clave de investigación, seguidas de un análisis en profundidad de los 15 estudios con mayor alineación conceptual.
Los resultados revelan un crecimiento constante en la investigación y confirman que el marketing de relaciones es el marco conceptual dominante, complementado por la co-creación de valor, enfatizando la importancia de la satisfacción, la confianza, el compromiso y el valor percibido en la promoción de la fidelidad del cliente en la industria hotelera.
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