Antecedents of customer loyalty in residential energy markets: Service quality, satisfaction, trust and switching costs

A conceptual framework is proposed that analyses the effect of perceived service quality, customer satisfaction, trust in the energy provider and perceived switching costs on customer loyalty in residential energy markets. Three distinct dimensions of perceived service quality are identified: technical quality of core services, technical quality of peripheral services and service process quality (functional service quality). The proposed model is tested within the scope of a representative survey of Spanish residential energy customers. Regarding the dimensions of service quality, the results indicate significant effects only of service process quality on satisfaction and, indirectly, on customer loyalty. Loyalty effects of further variables in the model are significant

Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern

This paper suggests that advertising campaigns directed at increasing consumer demand for green energy should emphasize not only environmental concern and utilitarian benefits, but also psychological brand benefits. The theoretical framework proposes three distinct psychological benefit categories potentially enhancing consumer attitudes toward green energy brands and increasing purchase intentions: warm glow, self-expressive benefits, and nature experiences. A sample of 726 consumers was exposed to experimental advertisements for a fictitious green energy brand. Findings confirm most predicted effects and underline the overall significance of psychological brand benefits. Only self-expressive benefits do neither affect participants' attitudes toward the experimental brand nor their purchase intentions. Nature experience has the strongest influence on brand attitude. Multi-group structural analysis shows that the nature experiences level evoked by the advertisements moderates the effects of the behavioral antecedents studied on brand attitude and purchase intention. The findings provide keys to improving green energy branding and advertising strategy

Efectos de la interacción entre las respuestas emocionales hacia anuncios publicitarios y contenidos generados por los usuarios en redes sociales on-line

Máster en Dirección Empresarial desde la Innovación y la Internacionalización. Curso 2013/2014En este trabajo se presenta un análisis bibliográfico sobre todos los estudios previos realizados en la literatura científica en el área de la publicidad, en torno a cómo el contenido de programas generados por profesionales influencian en las respuestas emocionales que el público tiene hacia los anuncios publicitarios emitidos en dichos contenidos. Todo ello, con el objeto de trasladar y corroborar dichas teorías al caso concreto, aún no estudiado en la literatura, de contenidos generados por el usuario en el medio de comunicación de Internet, en específico, contenidos subidos por el usuario a YouTube. Así se pretende analizar el efecto de las reacciones emocionales evocadas por los contenidos generados por usuarios en redes sociales online en la eficacia publicitaria (respuesta emocional generada, actitud hacia el anuncio, actitud hacia la marca e intención de compra) de los anuncios emitidos antes y después de dichos contenidos. Asimismo, se pretende analizar la existencia de efectos moderadores sobre dicha relación por parte de las variables: a) nivel de implicación con el contenido por parte del usuario y b) nivel de congruencia del contenido con el producto anunciado. Una vez analizadas las variables por separado se plantea un modelo y se propone la realización de un estudio empírico que sea capaz de contrastarlo. De esta manera, una vez sea realizado el estudio empírico se podrán medir las relaciones entre estas variables pudiendo obtener resultados que interesen tanto a las empresas como a la comunidad científica

Can mask mandates boost nature-based tourism? The role of escapism and travel anxiety

Tourism in a post-pandemic era will likely be oriented toward nature because contact with nature has restorative health benefits. The purpose of this study was to analyze the antecedents of tourists’ intentions to visit nature-based resorts during a pandemic. A nationally representative sample of the Spanish population (n = 500) was recruited by an online commercial panel to test and empirically validate the proposed conceptual framework. The findings confirmed a direct relationship between negative perceptions of wearing face masks during the COVID-19 pandemic and tourists’ intentions to visit nature-based resorts. The relationship between the perceived negative effects of wearing face masks and the intention to visit nature-based resorts was positively mediated by the need for escapism. This impact was less pronounced for anxious travelers, as shown by results corroborating the moderating effect of travel anxiety. The findings of this study contribute to research on tourism crises and provide future insights into the recovery of the industry during COVID-19.The study was funded by the Spanish Government and European Regional Development Fund (PID2021-123686OB-I00 AEI/FEDER UE) https://www.ciencia.gob.es/, the Basque Government (IT1731-22, PRE-2021-2-0037) https://www.euskadi.eus/, and the FESIDE Foundation (03-21) https://www.feside.org/ to VA and PH. The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript

Local sustainability processes worldwide: a systematic review of the literature and research agenda

This article presents a systematic literature review of 109 articles (1992–2015) dealing with Local Agenda 21 processes worldwide. It analyzes two essential elements of Local Agenda 21: (1) the holistic approach of the sustainable development concept and (2) the main driving forces behind such processes. It shows that, although at the beginning, sustainability was seen as a natural extension of environmental policy work, it has been perceived over recent years as a guiding principle applied to issues of environment, economic development, and social welfare, and Local Agenda 21 is perceived as a coherent approach to sustainability planning. In addition, Local Government Strategy is the main typology followed, although it suffers from important limitations. Future studies could focus on local sustainability process outcomes. Further quantitative studies would be welcome, given the qualitative case study dominance in the field. We conclude with a research agenda to tackle theoretical, methodological, and empirical lacunae.The research was funded by the Spanish Government [grant number ECO2016-76348-R]; the Basque Government [grant number GIC 15/128-IT-952-16]; and the University of the Basque Country (UPV/EHU) [grant number UFI 11/51]

How does mindfulness relate to proenvironmental behavior? The mediating influence of cognitive reappraisal and climate change awareness

Mindfulness has recently been identified as an antecedent of proenvironmental behavior. This study aims to consolidate and expand recent research findings by suggesting that mindfulness is associated with pro environmental behavior through cognitive reappraisal and climate change awareness. Our findings showed that mindfulness correlated with proenvironmental behavior through both cognitive reappraisal and climate change awareness. Moreover, nature connectedness was found to negatively moderate this relationship: for individuals with greater levels of nature connectedness, the influence of mindfulness on proenvironmental behavior was diminished. Theoretical and practical implications of our findings are discussed.;This work was supported by the Spanish Government and European Regional Development Fund [grant numbers ECO 2016-76348-R, AEI/FEDER, UE] , the Basque Government [grant numbers GIC 15/128; IT-952-16] and FESIDE Foundation

Branding instead of product innovation: a study on the brand personalities of the UK’s electricity market

This study extends understanding of and demonstrates the importance of corporate branding in the energy sector. We analyse the relationship between branding and consumer switching behaviour among the UK’s Big Six electricity providers. Since privatisation companies have competed against each other, but to the consumer they often appear to have very similar product offerings; firms also face criticism from consumer groups regarding confusing and difficult to compare pricing schemes. This study examines the use of corporate branding to enhance differentiation and specifically examines the influence of brand consistency and brand personality on the retention of customers. Consumers, who find it difficult to compare tariffs, may be influenced by more demonstrable factors like branding. We demonstrate the importance of longitudinal brand consistency, as well as the personality dimension Excitement, which when communicated strongly has the greatest influence on customer retention levels. This work contributes to branding theory, demonstrating that brand personality does differentiate otherwise homogeneous (and low-contact) services. Managerial implications are presented for brands seeking to improve consumer retention

Branding Instead of Product Innovation: A Study on the Brand Personalities of the UK's Electricity Market

This study extends understanding of and demonstrates the importance of corporate branding in the energy sector. We analyse the relationship between branding and consumer switching behaviour among the UK’s Big Six electricity providers. Since privatisation companies have competed against each other, but to the consumer they often appear to have very similar product offerings; firms also face criticism from consumer groups regarding confusing and difficult to compare pricing schemes. This study examines the use of corporate branding to enhance differentiation and specifically examines the influence of brand consistency and brand personality on the retention of customers. Consumers, who find it difficult to compare tariffs, may be influenced by more demonstrable factors like branding. We demonstrate the importance of longitudinal brand consistency, as well as the personality dimension Excitement, which when communicated strongly has the greatest influence on customer retention levels. This work contributes to branding theory, demonstrating that brand personality does differentiate otherwise homogeneous (and low-contact) services. Managerial implications are presented for brands seeking to improve consumer retention

Influencia de la imagen de marca, la satisfacción y los costes de cambio en la lealtad del cliente de energía doméstica

Tras la liberación del mercado de energía doméstica, la satisfacción y fidelización del cliente constituyen objetivos prioritarios de las compañías energéticas. En este estudio se propone un modelo conceptual que analiza la influencia de las variables imagen de marca, satisfacción del cliente y costes de cambio en la lealtad del cliente de energía doméstica, diferenciando entre el componente actitudinal y comportamental de este constructo. Como dimensiones principales constituyentes de la variable imagen de marcas energéticas se identifican: la calidad del servicio percibida -diferenciando entre calidad técnica y calidad funcional del servicio-, la percepción de los servicios de valor añadido, el compromiso social y medioambiental de la compañía energética y las asociaciones de la marca energética con los atributos corporativos �innovadora y dinámica�. Para testar dicho modelo en el marco de un análisis de ecuaciones estructurales, se realiza una encuesta personal representativa a nivel del Estado español