- LA COMPRA IMPULSIVA Y LA COMPRA PATOLÓGICA: EL MODELO CAC#

In recent years there is a new trend researching impulsive and compulsive buying in consumption. Although there has been literature from 1940, this topic has been continuously misunderstood by the scientifics, mainly because their applied and business perspective. It is our effort to understand and formulate a new model, the structural and functional model CAC (Affective and Cognitive Buying) where we try to overcome the general assumptions drew by the consumer involvement conceptualization. Moreover, this model supposes an introduction to the emotional face of consumers coherently with new approaches that grow in consumer literature. En los últimos años ha aparecido una nueva tendencia de investigación relacionada con la compra compulsiva y la compra impulsiva. Aunque existe literatura desde los años 40, este tema ha sido continuamente entendido desde una perspectiva empresarial y aplicada que ha dificultado su estudio. En este trabajo pretendemos comprender y formular un nuevo modelo de consumo, el modelo CAC (Compra Afectivo-Cognitiva) donde intentamos superar las líneas generales que plantea la conceptualización de la implicación del consumidor. Más aún, este modelo supone una introducción a la cara emocional de los consumidores de modo coherente con las nuevas tendencias que están surgiendo en la literatura del consumidor.Compra impulsiva, compra compulsiva, compra adictiva, compra patológica. Impulse buying, compulsive buying, addictive buying, pathological buying.

TIC y cocreación de valor en B2B: la nueva forma de fidelización en el servicio

[EN] In today’s competitive environment, it is emphasised that business digitalisation is one of the most important strategies to deal with new market challenges. This article argues that technology is a driving force behind business relationships, showing the origins of new ways to achieve loyalty. Through a model which has been tested in a sample of 256 travel agencies, technology can facilitate coordination in the management of relationships between tourism companies, promoting value co-creation between suppliers and customers. Co-creation in turn maximises trust and commitment between organisations and lays the foundations for achievement of dual social and economic satisfaction, for client companies, which ultimately enhances their loyalty. This research contributes to the literature in the interorganizational context, showing quantitative evidence on how technology triggers a sequence of effects that, through value co-creation, trust, and commitment in the channel, between agents in the tourism field, trace a new route of relationships that leads to the achievement of dual satisfaction and loyalty. Additionally, the interrelationships between the two satisfactions are analysed, concluding the mediating effect of economic satisfaction between social satisfaction and loyalty.[ES] En el entorno competitivo actual, se insiste en que la digitalización empresarial es una de las estrategias más im-portantes para hacer frente a los nuevos retos del mercado. En este artículo se argumenta que la tecnología es una fuerza impulsora de las relaciones comerciales, que muestra el origen de nuevos caminos hacia la consecución de la lealtad. A través de un modelo que ha sido probado en una muestra de 256 agencias de viajes, la tecnología puede facilitar la coordinación en la gestión de las relaciones entre las empresas turísticas, promoviendo la co-creación de valor entre proveedores y clientes. A su vez, la co-creación maximiza la confianza y el compromiso entre las organizaciones y sienta las bases para la consecución de una doble satisfacción social y económica, para las empresas clientes, lo que en última instancia aumenta su lealtad. Esta investigación contribuye a la literatura en el contexto interorganizacional, mostrando evidencias cuantitativas sobre cómo la tecnología desencadena una secuencia de efectos que, a través de la co-creación de valor, la confianza y el compromiso en el canal, entre agentes del ámbito turístico, traza una nueva ruta de relaciones que conduce a la consecución de la doble satisfacción y lealtad. Además, se analizan las interrelaciones entre ambas satisfacciones, concluyendo el efecto mediador de la satisfacción económica entre la satisfacción social y la lealtad.This research has been developed within the framework of the project grant PID2020-112660RB-I00 funded by MCIN/AEI/10.13039/501100011033 and the grant for consolidated re-search group AICO/2021/144 funded by the Conselleria d’Inno-vació, Universitats, Ciència i Societat Digital of the Generalitat Valenciana

Satisfaction and loyalty in B2B relationships in the freight forwarding industry: adding perceived value and service quality into equation

This paper focuses on analysing the determinants of satisfaction (service quality, perceived value), as well as its possible influence on customer loyalty of freight forwarders to freight transport service providers (by road/maritime/air) in Spain. To this end, we propose a causal model tested using information from 205 freight forwarders collected through personal interviews. The model was estimated using the Partial Least Squares (PLS) approach. Moreover, the existence of differences in the perceptions on the analysed variables between transport modes is tested through ANOVA. Results show that service quality has an influence on customer satisfaction, both directly, as well as through perceived value. In turn, it is confirmed the relationship between satisfaction with the transportation company and customer loyalty. Furthermore, there are significant differences in quality dimensions and satisfaction between transport modes. This study confirms the importance of service quality and perceived value to promote the link between chain actors: freight forwarder and transport service provider. The main aim of this research is to go deeper into the study of satisfaction and loyalty of freight forwarders to freight transport service providers. Findings provide evidence about differences in the dimensionality of service quality between B2C and B2B settings and, even in the latter, differences between freight forwarding services and other industries are observed. The present paper is one of the few studies that obtains relevant information about several transport modes simultaneously and the findings reinforce the notion that perceptive processes in each of them are different

Proposta de escala para medir a inovação no comércio orientada para a sustentabilidade

This study aimed to propose a scale for assessing the concept of innovation in commerce oriented toward sustainability focusing on consumer perspectives. To achieve this objective, an exploratory-descriptive quantitative research was conducted on a sample of 510 customers of general food retail stores. Based on a principal component analysis, a multidimensional measure emerges, comprising six factors: three referring to innovation and three linked to sustainability, affirming the validity of the concept. This highlights the significance of selecting the appropriate elements of innovation and sustainability that retailers should collectively consider to achieve the multiplicative effects suggested by this concept.Este estudio tuvo como objeto proponer una escala para la evaluación del concepto de innovación en el comercio orientada a la sostenibilidad desde la perspectiva del consumidor. Para lograrlo, se plantea una investigación exploratorio-descriptiva de naturaleza cuantitativa sobre una muestra de 510 clientes de comercios minoristas de alimentación. Los resultados de la encuesta, a partir de un análisis de componentes principales, permiten delimitar una escala de medición de naturaleza multidimensional, con una estructura en seis factores, tres referidos a la innovación y tres vinculados con la sostenibilidad, que dan validez a este concepto de innovación. De este modo, se evidencia la selección correcta de elementos de innovación y sostenibilidad que de forma conjunta deben ser tenidos en cuenta por los minoristas, para lograr los efectos multiplicativos que propone este concepto.Este estudo teve como objetivo propor uma escala para avaliação do conceito de inovação no comércio orientada para a sustentabilidade na perspectiva do consumidor. Para isso, propõe-se uma pesquisa exploratório-descritiva de natureza quantitativa sobre uma amostra de 510 clientes de lojas de varejo de alimentos. Os resultados da pesquisa, baseados numa análise de componentes principais, permitem definir uma escala de medição de natureza multidimensional, com uma estrutura de seis fatores, três referentes à inovação e três ligados à sustentabilidade, que validam o conceito de inovação. Desta forma, evidencia-se a correta seleção de elementos de inovação e sustentabilidade, que em conjunto devem ser levados em consideração pelos varejistas, para alcançar os efeitos multiplicativos propostos por este conceito

La calidad y el valor percibido en el transporte de mercancías en España y su importancia en la segmentación de clientes

En el estudio académico de las actividades logísticas y específicamente del transporte de mercancías, se ha señalado la influencia de la calidad del servicio en la generación y percepción de valor, así como la importancia de estos dos constructos en el proceso de evaluación del servicio en este entorno particular. En este trabajo se pretende identificar y caracterizar segmentos de empresas que prestan servicios de gestión del transporte internacional de mercancías (transitarias), con base en el valor que perciben del servicio recibido de sus principales proveedores de transporte de mercancías. A través de la realización de un análisis factorial exploratorio sobre una muestra de 205 empresas transitarias en España, se establece una propuesta de estructura multidimensional de la calidad del servicio; a partir de la aplicación del análisis de componentes principales categórico (CATPCA), se observan las relaciones entre los segmentos identificados y las diferentes variables, y dimensiones de la calidad que fueron identificadas, concluyéndose la existencia de una relación directa y positiva entre valor y calidad del servicio

Consumer Social Power in Unsatisfactory Experiences with Services

One of the most recent research in services is to study the influence of social power on consumer satisfaction and subsequent responses. In this regard, the present paper is framed within the context of unsatisfactory experiences with services and addresses the role of the social power of consumers in their negative emotions, their level of dissatisfaction and their social consequences, particularly in behaviour and Word-of-Mouth (WOM) intentions. Results show that social power can adversely influence dissatisfaction and exerts no influence on negative emotions, while dissatisfaction and negative emotions positively influence behaviour and negative WOM intentions.Affects and Word-of-Mouth; Dissatisfaction; Social power