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Factores que impulsan el desempeño en la industria restaurantera: innovación, orientación emprendedora y al cliente109
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El objetivo de esta investigación consiste en analizar si los factores innovación, orientación emprendedora y orientación al cliente influyen positivamente en el desempeño financiero y no financiero de la industria restaurantera de la región de Baja California, México. Se aplicó una encuesta en escala Likert a 129 gerentes y dueños de restaurantes micro, pequeños y medianos de la región mencionada; y a través del modelo de ecuaciones estructurales por mínimos cuadrados parciales se comprobaron las hipótesis formuladas. Los resultados indicaron que la innovación y la orientación emprendedora influyeron positivamente en mejorar el desempeño de tipo financiero y no financiero de la industria. Sin embargo, la orientación al cliente no tuvo efecto alguno. Esta investigación permite identificar que estrategias deben utilizarse en la industria para mejorar los productos y servicios que ofrecen y, a su vez, mejoren el desempeño de la misma. Además, se concluye que el contexto es relevante al comparar los resultados con la evidencia previa, lo que sugiere que el comportamiento de una industria no es la misma en diferentes regiones o países. La investigación es original dada la inclusión de tres variables no analizadas simultáneamente en esta industria.
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