Pub Date : 2020-11-23DOI: 10.1108/sjme-02-2020-0029
Zaira Camoiras-Rodriguez, C. Varela
Purpose This study aims to increase the understanding of the drivers of mobile shopping, by analyzing when and how two personality traits – value consciousness and shopping enjoyment – impact mobile shopping intention through usefulness and ease-of-use perceptions. Design/methodology/approach To test the conditioned indirect effects, path analysis is used. Findings The results indicate that both consumers’ value consciousness and shopping enjoyment have a positive indirect effect on mobile shopping intention. However, shopping enjoyment is related only through usefulness, whereas value consciousness is related via both usefulness and ease of use. The results also suggest the need to consider boundary conditions when examining the impact of personality traits. Practical implications Mobile retailers need to conduct market segmentation based on users’ personalities when trying to increase their customer base. Originality/value Despite the relevance of personality traits on individual behavior, studies on the effects that different aspects of personality have on the participation of individuals in mobile commerce are very scarce and show inconsistent results regarding their impact. Thus, this study tries to contribute to the mobile commerce research by analyzing the interplay between two customer characteristics and two mediating variables: ease-of-use and usefulness perceptions.
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Pub Date : 2020-11-04DOI: 10.1108/sjme-12-2019-0105
Dalia Abdelwahab, Nadia H. Jiménez, Sonia San-Martín, J. Prodanova
This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social identity and cognitive dissonance theories, this study aims to examine the Spanish consumer relationship with national brands originated in Catalonia considering the current conflicting circumstances in the region.,The authors collected data by means of personal questionnaires, distributed among 277 Spanish consumers of Catalan brands of Cava. The data is analysed by using structural equation modelling and linear structural relations.,After controlling for brand familiarity, the results of this study reveal that ethnocentrism negatively distorts consumers’ confidence in dual origin brands and highlight the role of identification and trust as brand love antecedents. It also reveals that ethnocentrism has a more profound impact on boycotting decision than brand love.,This study is one of the few to capture the puzzlement created by the paradoxical nature of the brand’s duality of origin. Furthermore, it contributes to the marketing literature by examining the impact of ethnocentrism on two relationship variables (i.e. identification and trust) and exploring their joint impact on consumers’ decision to buy or boycott. The findings of this study can be helpful for companies facing boycotting behaviour triggered by ethnocentric consumer reaction towards dual origin brands.,Esta investigacion tiene como objetivo abordar la disponibilidad de los consumidores etnocentricos para boicotear las marcas de origen dual -en el caso particular de marcas nacionales vinculadas a un origen regional muy especifico-, mediante el analisis de la paradoja del (desfavorable) etnocentrismo regional versus la relacion (favorable) entre el consumidor y la marca (es decir, la identificacion, la confianza y el amor a la marca) en la decision de los consumidores de comprar o boicotear dichas marcas en esas circunstancias. Partiendo de las teorias de la identidad social y la disonancia cognitiva, este estudio examina la relacion del consumidor espanol con las marcas nacionales originales de Cataluna, considerando las circunstancias conflictivas actuales en la region.,Los datos se recogieron mediante cuestionarios personales, distribuidos entre 277 consumidores espanoles de marcas catalanas de Cava. Los datos se analizaron utilizando modelacion de ecuaciones estructurales y relaciones estructurales lineales.,Despues de controlar la familiaridad con la marca, nuestros resultados revelan que el etnocentrismo distorsiona negativamente la confianza de los consumidores en las marcas de origen dual y destaca el papel de la identificacion y la confianza
本研究旨在通过分析(不利的)地区民族中心主义与(有利的)消费者-品牌关系(即品牌认同、信任和爱)对消费者在这种情况下购买或抵制这些品牌的决定的矛盾，解决民族中心主义消费者抵制双重原产地品牌的意愿，特别是与非常特定的地区民族品牌相关联的特殊情况下。在社会认同和认知失调理论的基础上，本研究旨在研究西班牙消费者与加泰罗尼亚民族品牌的关系，考虑到该地区当前的冲突情况。作者通过个人问卷的方式收集数据，向277名加泰罗尼亚品牌Cava的西班牙消费者分发。采用结构方程模型和线性结构关系对数据进行分析。在对品牌熟悉度进行控制后，本研究的结果显示，民族中心主义对消费者对双源品牌的信心有负向扭曲，并突出了认同和信任作为品牌喜爱前因的作用。这也揭示了民族中心主义对抵制决策的影响比品牌热爱更深远。这项研究是少数几个捕捉到该品牌起源二元性的矛盾性质所造成的困惑的研究之一。此外，它通过研究民族中心主义对两个关系变量(即认同和信任)的影响，并探索它们对消费者购买或抵制决策的共同影响，为营销文献做出了贡献。本研究的发现可以帮助企业面对抵制行为引发的种族中心主义消费者对双重原产地品牌的反应。,门investigacion如果科莫objetivo abordar la disponibilidad de los consumidores etnocentricos对位boicotear las马卡·德·奥利金双与名词构成动词埃尔卡索特殊de马卡(vinculadas联合国奥利金区域非常especifico——mediante el分析de la paradoja del desfavorable etnocentrismo地区与la relacion(有利的)之间的el consumidor y拉马卡(la identificacion es做,在不同的情况下，消费者的消费决定与消费者的消费决定相比较。“社会身份认同与认知不一致的社会身份认同”，“西班牙文化与加泰罗尼亚原始国家市场的关系”，“西班牙文化与加泰罗尼亚原始国家市场的关系”，“西班牙文化与加泰罗尼亚地区现实冲突的情况”。，Los datos se承认中介问题的个人，分销中心277个消费者的西班牙加泰罗尼亚市场的Cava。对数据进行了分析利用，并通过相对结构线对结构线进行了建模。(1)“在市场上，控制者对市场的熟悉程度是不确定的”，“在市场上，消费者对市场的认知是不确定的”，“在市场上，消费者对市场的认知是不确定的”。台湾的民族中心主义对中国的政治决策产生了深远的影响。“Este estustudio”是一名建筑师，他说:“我们的作品是关于捕捉和混淆的，我们的作品是关于自然悖论的，我们的作品是关于二元性的。”此外，本文还研究了市场营销对消费者中心主义的影响及其变量之间的关系(消费者中心主义与消费者中心主义之间的关系)，探讨了消费者中心主义与消费者中心主义之间的关系。新时代的hallazgos(新时代的hallazgos)将会为我们提供一个全新的世界，一个全新的世界，一个全新的世界，一个全新的世界，一个全新的世界。
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Pub Date : 2020-09-11DOI: 10.1108/sjme-12-2019-0101
Muhammad Mubushar, Norizan Jaafar, R. A. Rahim
This paper aims to investigate the impact of external stakeholders-related corporate social responsibility (CSR) activities (local community and suppliers) on customer value co-creation behavior. This study also aims to examine the mediating role of relationship marketing orientation (RMO) on the relationship of CSR activities and customer value co-creation behavior.,The main problem of dichotomy between customers and the management was existing in banking sector so that’s why through purposive sampling, banking customers were selected for data collection through a self-administered questionnaire. Structural equation modeling was used to test the proposed hypotheses.,The present study found that both local community-related and supplier-related CSR activities have a positive impact on customer value co-creation behavior. Relationship marketing orientation mediates between the link of CSR activities and customer value co-creation behavior. The strength of RMO in CSR supplier and customer value co-creation behavior is found to be more dominant.,This study is restricted to one country under-investigation; therefore, it can be replicated with a larger and more geographically diverse sample.,This study offers insights to the banking sector that local community-related CSR activities contribute to the value co-creation behavior and minimize the social problems of Pakistan.,The findings of this study highlight that top management of banks can enhance the customer’s participation in services by using valuable CSR activities. The results imply the importance of interactions between the recipient of services and service providers. Stakeholder theory has previously been applied to examine stakeholders’ value maximization; this study uses stakeholder theory to examine shareholders’ value co-creation.,Este estudio investiga el impacto de las actividades de responsabilidad social corporativa (RSC) relacionadas con las partes interesadas externas (comunidad local y proveedores) en el comportamiento de co-creacion del valor del cliente. Este estudio tambien tiene como objetivo examinar el papel mediador de la orientacion del marketing relacional (OMR) en la relacion de las actividades de responsabilidad social corporativa y el comportamiento de co-creacion del valor del cliente.,El principal problema de dicotomia entre los clientes y la gerencia existia en el sector bancario, por lo que a traves de un muestreo intencional, los clientes bancarios fueron seleccionados para la recoleccion de datos a traves de un cuestionario auto-administrado. Con el fin de verificar las hipotesis propuestas, se empleo un modelo de ecuaciones estructurales.,El presente estudio encontro que tanto las actividades de RSC relacionadas con la comunidad local como las relacionadas con los proveedores tienen un impacto positivo en el comportamiento de co-creacion del valor del cliente. La orientacion del marketing relacional media entre el vinculo de las actividades de responsabilidad soc
本文旨在探讨与外部利益相关者相关的企业社会责任(CSR)活动(当地社区和供应商)对客户价值共同创造行为的影响。本研究亦旨在检视关系行销导向(RMO)在企业社会责任活动与顾客价值共同创造行为之间的中介作用。客户和管理之间的二分法的主要问题是存在于银行部门，所以这就是为什么通过有目的的抽样，银行客户被选中的数据收集通过自我管理的问卷。采用结构方程模型对提出的假设进行检验。本研究发现，与当地社区相关的企业社会责任活动和与供应商相关的企业社会责任活动对顾客价值共同创造行为均有正向影响。关系营销导向在企业社会责任活动与顾客价值共同创造行为之间起中介作用。在企业社会责任供应商和顾客价值共同创造行为中，RMO的优势更为显著。本研究仅限于一个正在调查的国家;因此，它可以用更大的、地理上更多样化的样本来复制。本研究为银行业提供了与当地社区相关的企业社会责任活动有助于价值共同创造行为并最大限度地减少巴基斯坦的社会问题的见解。本研究结果强调，银行高层管理人员可以通过有价值的企业社会责任活动来提高客户对服务的参与。结果暗示了服务接受者和服务提供者之间交互的重要性。利益相关者理论曾被用于研究利益相关者的价值最大化;本研究运用利益相关者理论考察股东价值共同创造。Este工作室调查了社会责任活动、社会合作(RSC)关系、各方利益、外部关系(社区、本地和供应商)以及共同创造、价值和客户的关系的影响。研究方向:营销关系(OMR);营销关系(OMR);营销关系(OMR);营销关系(OMR);营销关系(OMR);营销关系;营销关系;主要的问题是，在商业部门的银行系统中，主要的问题是失去客户，主要的问题是失去客户，主要的问题是失去客户，主要的问题是失去客户，主要的问题是失去客户，主要的问题是失去客户，主要的问题是失去客户，主要的问题是失去客户，主要的问题是失去客户，主要的问题是失去客户，主要的问题是失去客户，主要的问题是失去客户，主要的问题是失去客户，主要的问题是失去客户。最后，我们验证了这一理论的正确性，并将其应用于结构模型中。El现在工厂化encontro,太多拉斯维加斯对于de RSC relacionadas con la comunidad当地科莫las relacionadas con洛杉矶proveedores tienen联合国impacto positivo en El comportamiento de co-creacion▽英勇▽cliente。营销定位、关系媒体中心、责任活动、社会合作、共同创造、价值和客户。OMR的fuerza与RSC的供应商的合作、共同创造、价值和客户的合作、控制和主导。Este建筑事务所将建筑的局限与独特的景观结合在一起，通过不同的地理环境，将建筑复制成独特的景观。在巴基斯坦，信息部门、经济活动、社会关系、社区、当地贡献组合、共同创造价值、最大限度地减少损失和社会问题。因此，Los的结果通常是，Los的结果通常是，Los的方向，Los的银行，Los的客户，Los的服务，Los的参与，Los的客户，Los的服务，Los的利用，Los的活动和RSC。这些结果暗示了在服务受体和服务提供者之间相互作用的重要性。当事人利益关系原则是指当事人利益关系价值最大化原则的应用;Este estustudio利用了合作各方的利益，作为共同创造的价值。
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Pub Date : 2020-09-07DOI: 10.1108/sjme-01-2020-0013
S. Loureiro, R. G. Bilro, Fernando Angelino
The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the research topics, the research gaps and to prepare a future research agenda.,A literature review is performed based on two search terms applied to Web of Science, resulting in a final pool of 115 articles. A text-mining approach is used to conduct a full-text analysis of papers related to VR and gamification in higher education. The authors also compare the salient characteristics presented in the articles.,From this analysis, five major research topics are found and analysed, namely, teaching methodologies and education, experience and motivation, student engagement, applied theories in VR and gamification. Based on this and following the theory concept characteristics methodology framework, the paper provides directions for future research.,There is no comprehensive review exploring the topics, theories, constructs and methods used in prior studies concerning VR and gamification applied to higher education services based on all the articles published in well-regarded academic journals. This review seeks to provide deeper insights, to help scholars contribute to the development of this research field.,En este documento se revisan los estudios sobre el uso de la realidad virtual (RV) y la Gamificacion para involucrar a los estudiantes en la educacion superior en marketing, se identifican los principales temas de investigacion tratados, las lagunas de investigacion y se sugiere una agenda futura de investigacion.,Una revision de la literatura basada en dos busquedas en Web of Science (WOS) permitio identificar 115 articulos. La mineria de textos se utilizo para realizar un analisis de texto completo de los articulos relacionados con RV y gamificacion en la educacion superior. Los autores tambien compararon las caracteristicas mas destacadas de los articulos.,A partir de este analisis, se encuentran y analizan cinco grandes temas de investigacion: metodologias de ensenanza y educacion, experiencia y motivacion, compromiso de los estudiantes, aplicadas a la RV y la gamificacion. Basandose en esto y siguiendo el marco del TCCM, el articulo proporciona una agenda futura de investigacion.,No hay una revision exhaustiva que explore los temas, las teorias, construcciones y metodos utilizados en estudios anteriores relativos a RV y gamificacion aplicados a servicios de educacion superior basados en todos los articulos publicados en revistas academicas. Esta revision proporciona una panoramica mas detallada y sugiere a los academicos nuevas lineas de trabajo para seguir desarrollando este campo de investigacion.
本文的目的是回顾关于使用虚拟现实(VR)和游戏化的研究，以吸引高等教育学生参与营销问题，以确定研究主题，研究差距，并准备未来的研究议程。根据Web of Science的两个搜索词进行文献综述，最终得到115篇文章。本文采用文本挖掘方法对高等教育中与虚拟现实和游戏化相关的论文进行全文分析。作者还比较了文章中呈现的显著特征。从这一分析中，发现并分析了五大研究课题，即教学方法与教育、体验与动机、学生参与、VR应用理论和游戏化。在此基础上，遵循理论概念特征的方法论框架，提出了未来研究的方向。在知名学术期刊上发表的所有文章中，没有对VR和游戏化应用于高等教育服务的先前研究的主题、理论、结构和方法进行全面的综述。本文旨在提供更深入的见解，帮助学者们为这一研究领域的发展做出贡献。(1)通过对虚拟现实(RV)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，通过对虚拟现实(vr)的研究，实现对虚拟现实(vr)的研究。科学网络(Web of Science, WOS)的《文献基础分析》(la literatura basada and dos busquedas)修订版允许相同的115篇文章。语篇理论是通过对语篇的分析与实现，来完成语篇关系的建构，从而实现语篇的游戏化。自动驾驶汽车的特性与自动驾驶汽车的特性比较。参与者的学习分析，参与者的学习分析，参与者的学习分析，参与者的学习分析，参与者的学习调查，参与者的学习调查，参与者的学习调查，参与者的学习调查，参与者的学习调查，参与者的学习调查，参与者的学习调查，参与者的学习调查。巴桑多夫说:“我认为，在今后的调查中，我将特别注意到这一点。”,没有干草una修订exhaustiva探索洛特马,las teorias,民用和y metodos utilizados en工厂化前relativos房车y gamificacion aplicados servicios de educacion优越basados en todos洛杉矶危象publicados在航空杂志上academicas。在此基础上，研究人员提出了一种新的研究方法，即在研究过程中对全景图进行修正。
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Pub Date : 2020-08-13DOI: 10.1108/sjme-01-2020-0021
R. G. Bilro, S. Loureiro
This paper aims to review the existing literature about consumer engagement, provide an accurate mapping of this research field, propose a consumer engagement typology and a conceptual framework and offer a research agenda for this domain.,A systematic literature review using several quality filters was performed, producing a top-quality pool of 41 papers. After that, a text mining analysis was conducted, and five major research streams emerged.,This paper proposes five distinct research streams based on the text mining analysis, namely, consumer engagement, online brand community engagement, consumer-brand engagement, consumer engagement behaviours and media engagement. Based on this, a consumer engagement typology and a conceptual framework are suggested and a research agenda is proposed.,This paper presents scientific value and originality because of the new character of the topic and the research methods used. This research is the first study to perform a systematic review and using a text-mining approach to examine the literature on consumer engagement. Based on this, the authors define consumer engagement typology. A research agenda underlining emerging future research topics for this domain is also proposed.,El presente articulo tiene por objeto revisar la bibliografia existente sobre el engagement de los consumidores, proporcionar una descripcion precisa de este campo de investigacion, proponer una tipologia del engagement de los consumidores y un marco conceptual, y ofrecer una agenda de investigacion.,Se realizo una revision sistematica de la literatura utilizando varios filtros, lo que permitio seleccionar 41 trabajos de alta calidad. Despues, se realizo un analisis de mineria de textos y surgieron cinco corrientes principales de investigacion.,Este documento propone cinco corrientes de investigacion distintas basadas en el analisis de mineria de textos: i) Participacion del consumidor; ii) Participacion de la comunidad de marcas en linea; iii) Engagement del consumidor-marca; iv) Comportamientos de engagement del consumidor; v) y engagement de los medios de comunicacion. Sobre esta base, proponemos una tipologia de engagement del consumidor y un marco conceptual y proponemos una agenda de investigacion.,Este documento presenta el valor cientifico y la originalidad debido al nuevo caracter del tema y los metodos de investigacion empleados. Esta investigacion es el primer estudio que realiza una revision sistematica y utiliza un enfoque de mineria de textos para examinar la literatura sobre engagement de los consumidores. Sobre esta base, los autores definen la tipologia de engagement del consumidor. Tambien se propone un programa de investigacion que subraya los temas de investigacion futuros emergentes para este ambito.
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Pub Date : 2020-08-10DOI: 10.1108/sjme-03-2020-0041
A. Cervantes, A. Franco
Disruptive retailing technologies improve productivity and cost optimization, but there is a lack of academic literature about their effects on shoppers’ perceptions and behaviors. This paper aims to develop and test a conceptual model regarding the effects of retail technology on store image and purchase intentions and to measure how human interaction services (HIS) moderate this relationship. Two relevant retail technologies are explored.,The results of this study indicate that retailing technology has notable influences on consumer perceptions. Thus, shopping technologies improve store image perceptions and increase purchase intention, moderated by HIS.,Future field experiments in actual stores should attempt to corroborate the results of this study and offer greater internal validity.,The results should help reduce retailers’ resistance to technology adoption. In-store technology can help retailers leverage their store image and increase purchase intentions. HIS could offer a bridge between consumers and new technology.,This paper is an original research paper, given that few research papers are experimentally based to measure consumer’s reactions to new technology implementation.,Las tecnologias disruptivas de ventas al por menor mejoran la productividad y la optimizacion de costos, pero hay una falta de literatura academica sobre los efectos de estas tecnologias en las percepciones y actitudes de los compradores. Este articulo desarrolla y prueba un modelo conceptual de los efectos de la tecnologia minorista en la imagen de la tienda y las intenciones de compra y mide como los servicios de interaccion humana moderaron las relaciones. Este articulo explora dos tecnologias comerciales relevantes para investigarlo.,Un total de 480 personas participaron en los tres experimentos en un laboratorio y utilizaron las etiquetas electronicas de estanterias (ESL) y el carro inteligente de la misma manera que podian usarlo en las tiendas.,Los resultados indican que la tecnologia de venta al por menor tiene influencias notables en las percepciones de los consumidores. Por lo tanto, las tecnologias de compra mejoran la percepcion de la imagen de la tienda e incrementa la intencion de compra moderada por los servicios de interaccion humana.,Es una contribucion original porque pocos trabajos de investigacion se basan en experimentos para medir las reacciones de los consumidores debido a la implementacion de la nueva tecnologia.,Los experimentos de campo en tiendas reales deben intentar corroborar estos resultados y ofrecer una mayor validez interna.,Los resultados deberian ayudar a reducir la resistencia de los minoristas a su adopcion. La tecnologia en la tienda puede ayudar a los minoristas a aprovechar su imagen de tienda y aumentar las intenciones de compra. Los servicios de interaccion humana podrian ser un puente entre los consumidores y las nuevas tecnologias.
{"title":"Retailing technology: do consumers care?","authors":"A. Cervantes, A. Franco","doi":"10.1108/sjme-03-2020-0041","DOIUrl":"https://doi.org/10.1108/sjme-03-2020-0041","url":null,"abstract":"Disruptive retailing technologies improve productivity and cost optimization, but there is a lack of academic literature about their effects on shoppers’ perceptions and behaviors. This paper aims to develop and test a conceptual model regarding the effects of retail technology on store image and purchase intentions and to measure how human interaction services (HIS) moderate this relationship. Two relevant retail technologies are explored.,The results of this study indicate that retailing technology has notable influences on consumer perceptions. Thus, shopping technologies improve store image perceptions and increase purchase intention, moderated by HIS.,Future field experiments in actual stores should attempt to corroborate the results of this study and offer greater internal validity.,The results should help reduce retailers’ resistance to technology adoption. In-store technology can help retailers leverage their store image and increase purchase intentions. HIS could offer a bridge between consumers and new technology.,This paper is an original research paper, given that few research papers are experimentally based to measure consumer’s reactions to new technology implementation.,Las tecnologias disruptivas de ventas al por menor mejoran la productividad y la optimizacion de costos, pero hay una falta de literatura academica sobre los efectos de estas tecnologias en las percepciones y actitudes de los compradores. Este articulo desarrolla y prueba un modelo conceptual de los efectos de la tecnologia minorista en la imagen de la tienda y las intenciones de compra y mide como los servicios de interaccion humana moderaron las relaciones. Este articulo explora dos tecnologias comerciales relevantes para investigarlo.,Un total de 480 personas participaron en los tres experimentos en un laboratorio y utilizaron las etiquetas electronicas de estanterias (ESL) y el carro inteligente de la misma manera que podian usarlo en las tiendas.,Los resultados indican que la tecnologia de venta al por menor tiene influencias notables en las percepciones de los consumidores. Por lo tanto, las tecnologias de compra mejoran la percepcion de la imagen de la tienda e incrementa la intencion de compra moderada por los servicios de interaccion humana.,Es una contribucion original porque pocos trabajos de investigacion se basan en experimentos para medir las reacciones de los consumidores debido a la implementacion de la nueva tecnologia.,Los experimentos de campo en tiendas reales deben intentar corroborar estos resultados y ofrecer una mayor validez interna.,Los resultados deberian ayudar a reducir la resistencia de los minoristas a su adopcion. La tecnologia en la tienda puede ayudar a los minoristas a aprovechar su imagen de tienda y aumentar las intenciones de compra. Los servicios de interaccion humana podrian ser un puente entre los consumidores y las nuevas tecnologias.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"6 1","pages":"355-375"},"PeriodicalIF":0.0,"publicationDate":"2020-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90216735","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-08-03DOI: 10.1108/sjme-09-2019-0076
Tamara Belver-Delgado, Sonia San-Martín, R. M. Hernández-Maestro
The purpose of this study is to analyze the influence of booking website (hotel or third-party) characteristics and hotel star-rating classification, as signals of quality, on travelers’ relationships with hotels or hotel chains, taking into account the moderating effect of travelers’ tendencies to seek variety.,To test the hypothesized relationships, structural equation modeling was performed. A multi-group analysis was also conducted to test the moderating effect of travelers’ variety seeking.,Both booking website quality and star rating improve customer satisfaction with specific experiences at hotels and behavioral intentions toward hotels. The results also show that travelers’ variety-seeking levels (low/high) exert a moderating effect on their overall relationships with hotels, and quality signals are more relevant for those who are less inclined to seek variety in their travel experiences.,This paper analyzes the importance of quality signals on travelers’ relationships with hotels in an electronic shopping environment. Furthermore, the influence of travelers’ variety-seeking in the hotel sector in particular is studied. For hotel managers, a better knowledge of this personality trait can help to apply successful segmentation strategies.,Este estudio analiza la influencia de las caracteristicas del sitio web de reserva -web propia del hotel o de un tercero- y del numero de estrellas del hotel, como senales de calidad, en la relacion del cliente con el hotel o cadena, teniendo en cuenta el efecto moderador de la tendencia del viajero a buscar variedad.,Para probar las hipotesis, se llevo a cabo un modelo de ecuaciones estructurales (SEM). Tambien se realizo un analisis multi-grupo para probar el efecto moderador de la busqueda de variedad del viajero.,Tanto la calidad del sitio web de reserva como las estrellas favorecen la satisfaccion del cliente con la experiencia concreta en el hotel y, finalmente, las intenciones de comportamiento hacia el hotel. Ademas, el analisis muestra que el nivel de busqueda de variedad del viajero (bajo/alto) ejerce un efecto moderador en su relacion global con el hotel y que las senales parecen ser mas relevantes para los individuos con menor tendencia a buscar variedad en sus experiencias de viaje.,Este trabajo analiza la importancia de las senales de calidad en la relacion de los viajeros con los hoteles en un entorno de compra electronica. Ademas, se estudia la influencia de la busqueda de variedad de los viajeros en el sector hotelero en particular. Un mejor conocimiento de este rasgo de la personalidad puede ayudar a los gerentes de hotel a aplicar estrategias de segmentacion exitosas.
本研究的目的是分析预订网站(酒店或第三方)特征和酒店星级分类作为质量信号对旅行者与酒店或连锁酒店关系的影响，同时考虑旅行者寻求多样性倾向的调节作用。为了验证假设的关系，进行了结构方程建模。通过多组分析，验证了旅行者多样性寻求的调节作用。预订网站质量和星级评价都能提高顾客对酒店特定体验的满意度和对酒店的行为意向。结果还显示，旅行者的多样性追求水平(低/高)对他们与酒店的整体关系产生调节作用，而质量信号对那些不太倾向于在旅行体验中寻求多样性的人更有相关性。本文分析了在电子购物环境下，质量信号对旅客与酒店关系的重要性。此外，本文还特别研究了旅行者求变对酒店行业的影响。对于酒店管理者来说，更好地了解这一个性特征有助于成功地运用细分策略。，Este studio分析了酒店特色的影响，如:酒店特色的影响、酒店预订的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响、酒店特色的影响。，Para probar as hipoesis, se levo a cabo unmodelo de ecuaciones structures (SEM)。本研究分析了多群体准概率效应对中老年人群的影响。酒店的客户满意度，酒店的具体体验，酒店的最终体验，酒店的整体体验，酒店的整体体验。此外，通过分析酒店与酒店之间的关系，我们可以发现酒店与酒店之间的关系，以及酒店与酒店之间的关系，以及酒店与酒店之间的关系。例如，我们分析了电子商务的重要性，我们分析了电子商务的重要性，我们分析了电子商务与电子商务的关系。尤其是在酒店的各个部门，我们都有自己的见解和见解。主要的商业模式是个性化模式、个性化模式、酒店模式和细分市场策略。
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Pub Date : 2020-07-15DOI: 10.1108/sjme-06-2019-0036
Trevor Smith
The purpose of this study is two-fold. First is to explore the role of some customer personality traits in explaining customer satisfaction in mobile services. Second is to explore the relationship between satisfaction and loyalty of mobile services customers, mediated by attitude-to-brand considering the fierce competition and the fast industry growth.,The study used a cross-sectional design and a survey of mobile service customers. For the empirical analysis, the structural equation models were applied (partial least squares).,The results suggest that customers who are agreeable, neurotic and open to new experience are more likely to be satisfied with mobile services than other personality types. In addition, the satisfaction-loyalty link is fully mediated by attitude-to-brand. Hence, satisfaction is not a direct driver of loyalty in the mobile services business and loyalty is achieved when service providers simultaneously focussed on the customers’ satisfaction and their attitudes towards brands.,The study identified the personality trait drivers of customer satisfaction and the path to customer loyalty in the mobile services sector. With this information, mobile service providers should be better able to target and retain customers.,The study offers new insights into customer behaviour by using personality traits to identify requirements for achieving customer satisfaction, customer loyalty and attitude-to-brand.,El proposito de este estudio es doble. Primero, explorar el papel de algunos rasgos de personalidad del cliente para explicar su satisfaccion en los servicios moviles. Segundo, explorar la relacion entre la satisfaccion y la lealtad de los clientes de servicios moviles, mediada por la actitud hacia la marca considerando la feroz competencia y el rapido crecimiento de la industria.,El estudio utilizo un diseno transversal y una encuesta de clientes de servicios moviles. Para el analisis empirico se utilizaron modelos de ecuaciones estructurales (PLS),Los resultados sugieren que los clientes agradables, neuroticos y abiertos a nuevas experiencias tienen mas probabilidades de estar satisfechos con los servicios moviles que otros tipos de clientes. Ademas, el vinculo satisfaccion-lealtad esta mediado por la actitud hacia la marca. Por lo tanto, la satisfaccion no es un precursor directo de la lealtad en servicios moviles. La lealtad se logra cuando el proveedor de servicios se centra simultaneamente en la satisfaccion del cliente y cuida la actitud hacia la marca.,El estudio identifico los rasgos de personalidad de los clientes que llevan a la satisfaccion y el camino hacia la lealtad del cliente en el sector de los servicios moviles. Con esta informacion, los proveedores de servicios de telefonia movil deberian estar mejor capacitados para dirigirse a los clientes y retenerlos.,El estudio ofrece nuevas perspectivas sobre el comportamiento del cliente al utilizar los rasgos de la personalidad para identificar los requisitos que permiten
这项研究的目的是双重的。首先是探索一些客户人格特征在解释移动服务客户满意度中的作用。其次，考虑到竞争激烈和行业快速增长，探讨移动服务客户满意度与忠诚度之间的关系，并以品牌态度为中介。该研究采用了横断面设计，并对移动服务客户进行了调查。实证分析采用结构方程模型(偏最小二乘法)。结果表明，随和、神经质、乐于接受新体验的客户比其他性格类型的客户更有可能对移动服务感到满意。此外，顾客对品牌的态度完全中介了顾客满意-忠诚的关系。因此，在移动服务业务中，满意度并不是忠诚度的直接驱动因素，当服务提供商同时关注客户满意度和他们对品牌的态度时，忠诚度就会实现。该研究确定了移动服务行业客户满意度的人格特质驱动因素以及客户忠诚度的路径。有了这些信息，移动服务提供商应该能够更好地定位和留住客户。该研究通过使用个性特征来识别实现客户满意度、客户忠诚度和品牌态度的需求，为客户行为提供了新的见解。El proposito de este estudio is double。首先，探索客户个性化的研究方法，以明确客户对服务的满意度。第二，探索关系中心的满意度，通过法律、客户、服务、电影、媒体、商业活动、市场考虑和商业能力，通过快速发展的行业发展。El工作室采用横向的方式为客户提供电影服务。本文采用实证分析方法，利用结构优化模型(PLS)，分析了结构优化模型(PLS)对客户可扩展性的影响，结构优化模型(PLS)对客户可扩展性的影响，结构优化模型(PLS)对客户可扩展性的影响，结构优化模型(PLS)对客户可扩展性的影响，结构优化模型(PLS)对客户可扩展性的影响，结构优化模型(PLS)对新体验的影响，结构优化模型(PLS)对客户满意度的影响，结构优化模型(PLS)的影响。因此，人们的满意度与满意度是一致的。可怜的保罗·坦托，令人满意的是，他并没有成为合法服务电影的先驱。合法的服务提供商的服务可以集中同时进行，并通过客户的指导和行为来提高客户的满意度。我们的工作室在设计过程中注重客户的个性化，注重客户的满意度，注重客户的合法性，注重客户的服务。与此同时，在信息方面，我们也为客户提供了服务，为客户提供了服务，为客户提供了服务。El studio office of nuevas perspectivas as sobre El portfolio to del客户;利用者;个性;独特的需求;允许客户满意;
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Pub Date : 2020-07-05DOI: 10.1108/sjme-03-2020-0046
Cristina Calvo-Porral, Luis-Miguel Otero-Prada
Purpose Mobile services are expanding rapidly, and in this tremendously dynamic environment, companies should provide value-added services to meet users’ demand. In this context, the study aims to determine whether different user groups exist in this market and profile them. Methodology Based on the information of 568 mobile service users, a research was developed in the context of a mature mobile services market – Spain. A behavior-based cluster analysis is developed by means of confirmatory factor analysis (CFA), followed by two-step clustering. Then, an ANOVA and post hoc Tukey tests are conducted to confirm differences among the obtained clusters. Findings The study findings show that mobile service users cannot be perceived as a homogenous group, as different users with different behaviors coexist in this market. More specifically, four behavior-based segments emerge in the mobile service sector: “service connoisseurs,” “uninvolved pragmatics,” “potential switchers” and “delighted loyal”; “potential switchers” being the most challenging segment for mobile service companies. Originality/value This study reports mobile service users’ heterogeneity; and in turn, mobile service managers should consider customers as four different types, instead of considering them as one single customer.
{"title":"A profile of mobile service users in a mature market: from “uninvolved pragmatics” to “potential switchers”","authors":"Cristina Calvo-Porral, Luis-Miguel Otero-Prada","doi":"10.1108/sjme-03-2020-0046","DOIUrl":"https://doi.org/10.1108/sjme-03-2020-0046","url":null,"abstract":"Purpose\u0000Mobile services are expanding rapidly, and in this tremendously dynamic environment, companies should provide value-added services to meet users’ demand. In this context, the study aims to determine whether different user groups exist in this market and profile them.\u0000\u0000Methodology\u0000Based on the information of 568 mobile service users, a research was developed in the context of a mature mobile services market – Spain. A behavior-based cluster analysis is developed by means of confirmatory factor analysis (CFA), followed by two-step clustering. Then, an ANOVA and post hoc Tukey tests are conducted to confirm differences among the obtained clusters.\u0000\u0000Findings\u0000The study findings show that mobile service users cannot be perceived as a homogenous group, as different users with different behaviors coexist in this market. More specifically, four behavior-based segments emerge in the mobile service sector: “service connoisseurs,” “uninvolved pragmatics,” “potential switchers” and “delighted loyal”; “potential switchers” being the most challenging segment for mobile service companies.\u0000\u0000Originality/value\u0000This study reports mobile service users’ heterogeneity; and in turn, mobile service managers should consider customers as four different types, instead of considering them as one single customer.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"148 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86092712","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-06-29DOI: 10.1108/sjme-11-2019-0094
J. Hernández-Mogollón, E. Di-Clemente, A. Campón-Cerro
Purpose This paper aims to develop an original model in the context of food-based experiences considering new experiential variables, such as to experience quality, memorability and quality of life (QOL), and their impact on marketing outcomes, namely, satisfaction and loyalty, approached from an experience perspective. Design/methodology/approach An empirical approach has been adopted. Data have been collected through an online and a paper-and-pencil method, using an original questionnaire addressed to tourists who had a food-based experience during their recent holidays. Partial least squares-structural equation modelling is the technique used for data analysis. Findings The results confirm that local food, enjoyed through quality experiences, is a determining factor in designing memorable products, achieving tourist satisfaction, improving their QOL and encouraging loyalty to experiential food-based practices. Research limitations Results should be interpreted within the context of this research because of the use of a sample conveniently selected. Practical implications Gastronomic experiences represent a successful strategic resource for tourist destinations and professionals who want to adapt their business/destination to the new requirements of the experiential context. Originality/value To the best of authors’ knowledge, this study is first to relate the impact of memorable and quality culinary experiences on the QOL of tourists, chasing, as a final result, loyal intentions towards a specific kind of experience (culinary) rather than towards the destination.
{"title":"Culinary travel experiences, quality of life and loyalty","authors":"J. Hernández-Mogollón, E. Di-Clemente, A. Campón-Cerro","doi":"10.1108/sjme-11-2019-0094","DOIUrl":"https://doi.org/10.1108/sjme-11-2019-0094","url":null,"abstract":"\u0000Purpose\u0000This paper aims to develop an original model in the context of food-based experiences considering new experiential variables, such as to experience quality, memorability and quality of life (QOL), and their impact on marketing outcomes, namely, satisfaction and loyalty, approached from an experience perspective.\u0000\u0000\u0000Design/methodology/approach\u0000An empirical approach has been adopted. Data have been collected through an online and a paper-and-pencil method, using an original questionnaire addressed to tourists who had a food-based experience during their recent holidays. Partial least squares-structural equation modelling is the technique used for data analysis.\u0000\u0000\u0000Findings\u0000The results confirm that local food, enjoyed through quality experiences, is a determining factor in designing memorable products, achieving tourist satisfaction, improving their QOL and encouraging loyalty to experiential food-based practices.\u0000\u0000\u0000Research limitations\u0000Results should be interpreted within the context of this research because of the use of a sample conveniently selected.\u0000\u0000\u0000Practical implications\u0000Gastronomic experiences represent a successful strategic resource for tourist destinations and professionals who want to adapt their business/destination to the new requirements of the experiential context.\u0000\u0000\u0000Originality/value\u0000To the best of authors’ knowledge, this study is first to relate the impact of memorable and quality culinary experiences on the QOL of tourists, chasing, as a final result, loyal intentions towards a specific kind of experience (culinary) rather than towards the destination.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"47 2 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89586657","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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