6533b7dafe1ef96bd126f471
RESEARCH PRODUCT
Service characteristics as moderators of the entry mode choice: empirical evidence in the hotel industry
Fidel León-darderCristina VillarJosé Pla-barbersubject
Service (business)Consistency (negotiation)business.industryManagement of Technology and InnovationStrategy and ManagementIntangibilityBusinessMarketingCountry riskEmpirical evidenceModerationMode choiceHospitality industrydescription
Although a considerable amount of research has explored the entry mode choice, results regarding the direct influence of some variables on the entry mode choice evince a lack of a clear consistency. By introducing the moderator effect of the nature of the services being provided by the firm, we explain some of these inconclusive results. We use a comprehensive database on the Spanish hotel industry which covers nearly all the operations carried out by the majority of Spanish hotel chains up to 2011. We found that both intangibility and complexity of the services offered by the hotel moderate the relationship between environmental uncertainties and entry mode choice by increasing the propensity to use greater commitment entry modes when faced with conditions of country risk and cultural uncertainty.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2012-05-01 | The Service Industries Journal |