Liderazgo Femenino y Satisfacción de los Clientes: ¿Es la Empresa Familiar el Contexto Idóneo?
DOI:
https://doi.org/10.24310/ejfb....22611Palabras clave:
Liderazgo femenino, Empresa familiar, Satisfacción del cliente, Sostenibilidad, InnovaciónResumen
Este trabajo analiza la relación entre el liderazgo femenino, en la figura del CEO (Chief Executive Officer), y la satisfacción de los clientes en el contexto de la empresa familiar. Se analiza también el papel moderador de las estrategias de sostenibilidad y de innovación de la empresa. El estudio se centra en una muestra de micro, pequeñas y medianas empresas ecuatorianas, en un contexto postpandemia, a través de un modelo de regresión logística. Los resultados muestran efectos no uniformes que dependen del contexto organizativo. Se encuentra una menor orientación al cliente en las empresas familiares, pudiendo deberse a una intensificación del rol steward tras la pandemia. Así mismo, encontramos cómo las mujeres CEO impulsan mayores niveles de satisfacción de los clientes cuando se trata de empresas no familiares, apoyando la idea del papel diferencial de las mujeres en empresas familiares. En estas empresas, las mujeres parecen adoptar el rol steward de forma más intensa que los hombres, priorizando la defensa de los intereses internos frente a los de los clientes. Los resultados también muestran como las orientaciones estratégicas de sostenibilidad e innovación pueden potenciar el efecto del liderazgo femenino y del carácter familiar de la empresa en determinados contextos.
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