Marketing en Organizaciones Sin Ánimo de Lucro, Universitarios con la Infancia.

El presente trabajo de investigación tiene por objetivo un aumento en la popularidad y divulgación de un grupo de voluntarios pertenecientes a Universitarios con la Infancia, una asociación que defiende los derechos humanos de los niños, promoviendo de esta forma su inclusión social para un mejor bienestar de la sociedad.Con el fin de evaluar dicha popularidad, primeramente, se realizaron encuestas donde se valoraba la implicación de los jóvenes estudiantes en este tema, así como la visibilidad que tiene dicha asociación. Tras comprobar el desconocimiento de las labores solidarias que se realizan, se decide crear un plan de marketing, con el que desarrollar diferentes técnicas, como el marketing no lucrativo, marketing de experiencias…con la intención de promover una mayor divulgación social de esta asociación y, así, suplir su déficit de difusión. De esta forma, nos permite captar nuevos voluntarios y generar un cambio de actitud para el bienestar social.<br /

Patrones del consumidor responsable en la moda: Economía Circula

En estos momentos, dadas las malas circunstancias actuales medioambientales, es necesario introducir cambios en la economía. Introducir la sostenibilidad ambiental. Uno de los sectores más contaminantes es el sector textil, a la vez que también es donde más fácil podemos encontrar y aplicar una solución, la economía circular.De ella forma parte un consumidor responsable, un público que cada vez es mayor. Por ello en este trabajo se va a analizar los patrones de los consumidores que fomentan este consumo responsable. Mediante entrevistas a los responsables de distintos lugares donde se fomenta este modelo de consumo.<br /

Customer experience management: Expanding our understanding of the drivers and consequences of the customer experience

The present doctoral dissertation aims to analyze thenew business landscape that suggests the importance of customer experience ¿ its drivers and consequences from a dynamic perspective. The drivers of customer experience provide firms with crucial knowledge about the experience expectations and desires of the customers, thereby enabling firms to identify the key determinants which significantly shape customer perceptions toward the experience with the firm. This is very important for firms, since the effort dedicated by firms to improve customer experience is not always equally perceived and/or valued by customers. Likewise, integrating the consequences of customer experience allows firms to translate their investment in customer experience into specific opportunities and enhanced performance outcomes (financial, behavioral, and relational). This is specifically critical, considering that a customer experience perceived as favorable by customers might not have a positive impact on firm outcomes. Customer experience is not static but evolve over time. By taking into account the dynamic nature of customer experience, firms may capture the occurred changes in customers and adjust the factors under their controls immediately, thereby ensuring the alignment between customer experience expectations and firms¿ offerings. In this way, through a dynamic lens, we establish the linkage across what firms do, what customers think, what customers do, and finally what firms get. The thesis is consisted of three studies. Study 1 investigates the impact of firms¿ investments in three key strategic levers (i.e., value, the brand, and the relationship) on the customer experience as well as the direct and moderating role played by social influence. We integrate research in customer relationship management (i.e., customer equity framework) (Rust, Lemon, & Zeithaml, 2004) and customer experience management (Lemon & Verhoef, 2016; Verhoef et al., 2009) and offer a unifying framework to understand the linkages between the three equity drivers (i.e., value equity, brand equity, relationship equity), social influence, the customer experience, and its ultimate impact on profitability. Study 2 focuses on the separate and joint effects of customer experience and lock-in on customer retention. Building barriers to lock customers and improving the customer experience are two key strategies employed by firms to enhance customer retention. Although pursuing the same goal, these strategies work differently: the former relies more on a calculative, cost¿benefit approach to the exchange, while the latter promotes the affective aspects of the relationship. Finally, study 3 investigates how different dimensions of customer experience (recency effect, peak effect, trend effect, and fluctuation effect) and different relationship marketing (RM) actions (i.e., advertising communication, product innovation, and conflict) impact customer relationship expansion from a dynamic perspective, and distinguishes their short-term and long-term effects. Self-determination theory posits that motivation for pursuing activities are consisted of intrinsic (the ones originating from the self and one¿s desire) and extrinsic factors (originating from external demands).<br /

Winning your customers’ minds and hearts: Disentangling the effects of lock-in and affective customer experience on retention

Abstract Building barriers to lock in customers and improving the affective customer experience are two key strategies employed by firms to enhance customer retention. Although pursuing the same goal, these strategies work differently: the former relies more on a calculative, cost–benefit approach to the exchange, while the latter promotes affective aspects of the relationship. Integrating experiential learning theory with social exchange theory, we provide a conceptual framework to understand the impact of lock-in and affective customer experience on customer retention, and the moderating role of relationship depth. Using a comprehensive data set for a sample of 13,761 customers covering all firms in one telecom market for two different services, we empirically test the framework via multinomial logit modeling. The results offer novel insights into the interplay between the two strategies. For poor affective customer experience (i.e., a score below five on a 0–10 scale), lock-in helps firms reduce customer churn (between 49.03% and 47.86%). However, the impact of lock-in decreases when affective customer experience improves and turns to be insignificant once the experience reaches the “acceptable level” (i.e., a score above seven on a 0–10 scale). Importantly, the separate and joint effects of the two strategies are stronger when there is a low relationship depth, and weaker when heavy relationships are established. The findings offer useful practical advice to manage these strategies in an efficient and optimal way

Un análisis de las salidas de campo autogestionadas en el Grado en Turismo tras tres años de experiencia

Actualmente, el Espacio Europeo de Educación Superior (EEES) aboga por aplicar nuevas metodologías docentes que permitan un aprendizaje holístico de los estudiantes. En el presente documento se expone un estudio realizado durante tres cursos académicos que precisamente pone en práctica estas nuevas metodologías docentes que permiten que los estudiantes razonen, reflexionen y aprendan adoptando un papel protagonista durante el proceso de aprendizaje. Por ello, se ha planteado a los alumnos de la asignatura de Recursos Patrimoniales (1º de Grado en Trusimo) diseñar, organizar y llevar a cabo de forma real una ruta turística adquiriendo así muchas de las competencias con las que debe contar un guía turístico profesional, ya que es una de las salidas laborales más populares del Grado que nos ocupa. Los resultados de este análisis han sido muy positivos. Los estudiantes reconocen la utilidad de estas prácticas y nos confirman su grado de satisfacción. Nowadays, the EEES calls for the implementation of new teaching methodologies to allow a holistic approach on the part of the students. In this document we present a study conducted in a period of three academic years, putting into practice these new teaching methodologies to make the student reason, reflect and learn, adopting a major role during the learning process. Consequently, we proposed the students of “Heritage Resources” (Degree in Tourism-1st year) to design, organize and carry out an authentic tourist route so as to acquire some of the skills a professional tourist guide should have. The acquisition of these abilities constitutes an extremely valuable opportunity for future employment as the profession of tourist guide is one of the most popular within the Degree in Tourism. The results of this analysis have proved to be a success. Our students recognize its usefulness and confirm their satisfaction

The influence of communication in destination imagery during COVID-19

A little over a year after the pandemic and ensuing state-of-emergency were officially declared, it seems timid signs of budding recovery are finally appearing. This paper presents empirical evidence related with a destination recovery during the COVID-19 pandemic. Data were collected during the early reopening of tourism in Spain (Easter break). This research evaluates the links between communication -both DMO (destination marketing organization) and tourist-generated communication- and destination awareness, imagery and perceived health safety. We also analyzed the impact of travel frequency on the entire construct set, as well as its role as potential moderator in the causal model. Results allow us to put forth a series of recommendations for tourist destination managers, aimed at meeting the challenges of progressively opening up tourism and mobility as the COVID-19 pandemic reality continues to evolve

From dissatisfied customers to evangelists of the firm: A study of the Spanish mobile service sector

This paper takes a closer look at factors which serve as a catalyst for transforming initially dissatisfied customers into evangelists of the firm; that is, customers who spread positive word-of-mouth about a company, its products and/or services—and recommend them to other consumers. We propose a conceptual model, rooted in relationship marketing theory, which identifies a set of factors that afford a better understanding of post-service recovery customer transformation processes. The proposed model is empirically tested in the context of mobile telecommunications services using a structural equation modeling approach. Our findings reveal that when companies are capable of designing effective service recovery processes—where customers perceive effort and justice in the outcome—initial dissatisfaction can turn to brand loyalty, long-term commitment and, above all, readiness to speak positively about the company and its products. Finally, the main implications for marketing practice are discussed.

Identifying Links between Corporate Social Responsibility and Reputation: Some Considerations for Family Firms

Corporate Social Responsibility (CSR) has become a key issue for both academics and business practitioners alike. There are numerous reasons why implementing CSR policies and practices are advantageous: enhanced brand knowledge, market share, productivity, efficiency, workforce motivation and competiveness, to name a few. There are also indications that CSR practices lead to a solid, positive corporate reputation. As a result, this research aims to contribute to current literature by establishing the current state of CSR research and identifying the theoretical framework of reference for understanding the link between CSR and reputation, providing a basis for future research. We also aim to delve deeper in the specific context of family firms.To this end—following consultations with a panel of internationally recognized scholars—a selection of leading management, marketing and ethics, corporate governance and family firm management journals were reviewed. The results—based on a content analysis of 55 articles considering the global link between RSC and reputation—allowed us to identify, among others, topics related to consumer attitude and market response to CSR activities (via brand value), along with the impact of CSR on financial value and risk management

Sustainability and Business Outcomes in the Context of SMEs: Comparing Family Firms vs. Non-Family Firms

Society is demanding more sustainable and socially responsible business models. Therefore, the concept of sustainability has become a cornerstone to help understand the success of many firms in the current competitive context. However, the context of SMEs has received little attention thus far. In order to solve this gap this article analyses the links between sustainability practices and business outcomes&#8212;both financial and non-financial (i.e., image and reputation)&#8212;for small and medium-size enterprises (SMEs). In addition, the study strives to analyze the potential differences between family firms and non-family firms. To this end, a quantitative study is carried out using PLS techniques to analyze a sample of SME owners and managers with a view to testing the proposed model based on the Stewardship Theory and Socioemotional Wealth Theory. In this sense, our study is pioneering in that it aims to assess&#8212;from a quantitative viewpoint&#8212;the moderator role of family firms on a series of relevant sustainability-driven outcomes. The data suggest that, in SME contexts, sustainability influences the corporate reputation, brand image, and financial value of the company. Importantly, we find that the profile (family vs. non-family) of the firm moderates the links between sustainability and business outcomes. Hence, our findings have important implications for sustainability implementation in SME contexts. Finally, we provide a series of guidelines aimed at maximizing the effectiveness of sustainability-based business practices

Listening to Your Customer’s Heart or Head? Uncovering the Trade-Offs between Customer Experience and Lock-In

Improving the customer experience and building barriers to lock customers are two key strategies employed by firms to enhance customer retention. Although pursuing the same goal, these strategies work differently: the former promotes the affective aspects of the relationship while the latter relies more on a calculative, cost–benefit approach to the exchange. Integrating experiential learning theory, we provide an integrative conceptual understanding of the separate and joint effects of customer experience and lock-in on customer retention. Using a dataset containing perceptual, competitive, and transactional information for a sample of 13,761 customers covering all firms in the telecom market for two different services, we empirically test the proposed framework via multinomial logit modeling. The results offer novel insights into the presence of trade-offs between these two key strategies. We show that with one lock- in, the role of customer experience becomes weaker. However, with multiple lock-in methods where negative interaction is captured, customer experience does matter. Our contribution consists of identifying whether customer experience and lock-in complement or substitute each other and when such effects occur, thereby helping firms optimally allocate marketing resources to retain customers.</p