Comportamiento del lado oscuro y satisfacción en las relaciones comerciales entre empresas. Revisión de literatura
Resumen
Las relaciones comerciales son un elemento esencial del marketing relacional pues su adecuada gestión permite a las empresas obtener beneficios. Estas relaciones pueden verse afectadas por distintos factores, entre los cuales están los comportamientos del lado oscuro o conductas como el ocultamiento de información, el oportunismo, la intención de generar confusión, la venta de información, el engaño, el irrespeto a la privacidad y los cobros injustificados. El objetivo de este artículo fue identificar investigaciones cuyo enfoque fueran los comportamientos del lado oscuro y su relación con la satisfacción en las relaciones comerciales entre empresas. Para lograr este propósito, se realizó una revisión sistemática de la literatura de documentos redactados en el periodo 2010-2022. Se identificaron teorías, autores, metodologías.
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