Retención de clientes y resiliencia organizacional como capacidades estratégicas para el rendimiento empresarial: el rol mediador de la continuidad del negocio en farmacias independientes
DOI:
https://doi.org/10.18800/360gestion.202611.010Palabras clave:
Retención de clientes, Resilencia organizacional, Continuidad del negocio, Rendimiento empresarial, Farmacias independientesResumen
El estudio examina el rol mediador de la continuidad del negocio en la relación entre la retención de clientes, la resiliencia organizacional y el rendimiento empresarial. El estudio adopta un enfoque cuantitativo, con un diseño no experimental de alcance explicativo, y emplea el modelado de ecuaciones estructurales basado en covarianzas (CB-SEM). Se encuestó a 382 propietarios de farmacias independientes en la ciudad de Arequipa, Perú. Los resultados sugieren que la retención de clientes fortalece directamente la resiliencia organizacional y la continuidad del negocio, mientras que la resiliencia organizacional tiene efectos positivos en la continuidad del negocio. Asimismo, la continuidad del negocio actúa como predictor directo del rendimiento empresarial y media los efectos de las demás variables. Los hallazgos evidencian que la retención de clientes y la resiliencia organizacional permiten sostener las operaciones y mejorar el rendimiento empresarial. Por ello, las farmacias independientes deben priorizar el fortalecimiento de capacidades organizacionales para lograr un rendimiento sostenible en el sector farmacéutico minorista.
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