Revista Espa?ola de Investigación de Marketing ESIC最新文献

Research on tourism has been enormously benefited from the marketing of services literature in the understanding of satisfaction, its antecedents and its consequent factors. Recent emphasis on customers’ experiences has shifted the focus to a redefinition of the antecedents of satisfaction. However, to the best of our knowledge, there is currently no comparative analysis set out to determine whether experiences under this new framework may suggest a more significant influence on satisfaction among city travelers. Our study delves into these phenomena for the specific case of short lasting touristic city trips, a type of tourism not sufficiently studied for its relevance in terms of growth and turnover. From a survey of a sample of 136 British city travelers, using Structural Equation Modeling, we compare the Quality and Value of Services frameworks and the Experience Economy framework in a series of three regression models in order to determine which one shows higher explanatory power, measured by means of the resulting regression coefficient. The experiential factor seems to show slightly better explanatory power on both value and satisfaction opinions.

This study develops an integrative model to explain the influence on behavior, as perceived by users, of the content posted by other users on social network sites. In particular, empirical research was carried out in the hotel sector, where social network sites are widely used by individuals in the pre-purchase stage (i.e. information search and choice). The results, obtained from a sample of 776 social network users in Spain and Portugal, indicated that the influence on behavior, as perceived by the individuals, of the content about hotels published by other users on the main social network site used by those individuals, is determined by the information value, the source credibility, and the interaction between both variables, but not by the similarity between the user and the generators of content on the social network sites.

Citizen trust in the public administration has been reduced worldwide due to recent events such as the current economic situation, corruption cases or disclosure of classified information. This work analyzes whether e-government related actions could be strategically employed to increase citizen trust in the public administration. This research confirms that perceived quality of public e-services has a positive effect on trust in the public administration. In turn, public administration communication (i.e., campaigns to promote the benefits and use of e-government) only influence trust in the public administration for citizens with a favorable attitude towards e-government. These results have interesting implications suggesting in which ways public administration should invest their limited resources in order to recover the levels of citizen trust.

National brand (NB) delistings are not uncommon in food retailing; however, retailer boycotts of individual brands may have negative consequences, particularly in terms of store switching intentions. This paper analyses which kind of assortment (‘store brand-only’ or mixed) is more profitable in terms of store loyalty. It also analyses the influence of assortment composition and consumer attitude variables on store loyalty using a controlled, online experiment on an established large consumer panel consisting of 1400 individuals in the Spanish market. Four product categories were evaluated: yoghurt, fresh bread and rolls, toilet tissue and laundry detergent. Our results suggest that mixed assortments – particularly those including a large number of NBs – are associated with greater store loyalty.

This study analyses the interaction of Chinese adolescents with commercial brands on the popular Chinese social networking site, Qzone, based on a Uses and Gratifications Theory. Structural equation analysis was employed to verify the proposed framework within a sample of 220 adolescent Qzone users resident in Shanghai. From the three gratifications proposed by the theory, only entertainment had a significant positive influence on the likelihood of interacting with brands on the social networking site. Gratifications derived from socializing and information-seeking did not enhance brand interaction of Chinese adolescents in this social network. The results support the view of some researchers who suggest that brand communication strategies directed at the adolescent segment in SNSs should not concentrate on providing information about product and brand characteristics, but on creating contents that help to satisfy the entertainment needs of young people.

This study analyzes whether experienced and new Internet users react differently to online discounts and gifts. The results obtained in a multi-group SEM analysis show that experienced users are more influenced by online sales promotions and have a greater purchase intention than new users. However, although both groups of Internet users show a predisposition to purchase the promoted service, experts form an opinion about the Web advertisements when they see an online discount and they change their attitude toward the brand when they see an online gift, while no significant differences are observed in the novice users’ response to promotional incentives. The findings of this research help us understand better the way Internet users process different types of promotional incentives communicated through banners, and to what extent the experience in the use of Internet affects that process.

This paper presents an application of relationship marketing in the field of higher education, specifically the graduate-university relationship. The paper studies the role of trust in the graduate-university relationship, with her possible antecedents and consequences with variables that have been little studied in this field. The results show how the university image, satisfaction, and graduates shared values positively influences the trust, which, in turn, affects the perceived value and loyalty levels. The conclusions and implications provide new knowledge as regards maintaining university-graduate relationships.

Searching for information on the Internet and then visiting the store is one of the most performed shopping behaviour of online users. Consumers bring several characteristics to the physical store, which influence their experience. This research examines the effects of the vividness of the previous virtual experience and consumer characteristics (need for touch). The findings show that need for touch affects the influence of vivid information in the online product presentation. In addition, both need for touch and vividness determine the changes in the information search experience after touching the product. Finally, confidence is stressed as a key variable of the multichannel information search behaviour.

The current competitive climate paves the way for a change in the management of the customer portfolio by attempting to improve the efficiency and profitability of the relational approach. Accordingly, the study of the company–customer relationship incorporates the concept of customer engagement. This new concept suggests that transactional criteria (repurchasing, cross-selling, level of use) are insufficient to assess the profitability of each customer. Therefore, it is necessary to consider customers’ non-transactional behaviour, including word of mouth and blogging, in order to gain a more accurate idea of the current and future worth of each customer.

In line with the previous ideas, this research analyses the role of frontline employees, who, the majority of the time, are regarded as spokespeople for the company in the company–customer interaction, as well as being influential in the level of satisfaction and engagement. This interaction is vital in the case of a service failure or complaint management.

The contribution of this study is justified by the originality of the concept analyzed and the lack of any previous works dealing specifically with the possible relationship between the actions of employees and customer engagement. Furthermore, it analyses whether the fact that a customer has made a complaint or not has any effect on the causal relationships proposed. The theoretical and practical implications are included in the final part of the paper.

Comparing ourselves to others is part of our daily routine. We do this many times, almost without realizing it. Social comparison is a useful tool for information, for self-assessment and for determining what emotions and behavior to adopt. The aim of this paper is to analyze how the perceived fairness of a consumer varies in a failure and service recovery scenario in an airline, not just based on what consumer gets, but also what other consumers get. Specifically, we investigated social comparison by experimentation methodology through eight scenarios, covering elements of interpersonal justice, procedural justice, and distributive justice. From these results we conclude that, although during the recovery process the result of the consumer does not change their perception, it changes when compared to another consumer who has received a better or worse result in each of the three dimensions of justice.