Exploring relationship variables and Information and Communication Technologies use in industrial segmentation

Purpose - In tourism, the adoption of Information and Communication Technologies (hereinafter ICT) and variables concerning firms' links with suppliers have been recognized as key determinants to improve companies' competitiveness. From the perspective of efficient management of company resources, segmentation has become a key tool and is particularly significant and current in the business-to-business context. The purpose of this paper is to study the segmentation of firms in the tourist industry according to perceived ICT use and relationship value and benefits. In addition, from the management approach, the authors seek to describe the segments that enable the development of differentiated strategies aimed at consolidating relationship benefits in the long term. Design/methodology/approach - Using a sample of 310 travel agencies who evaluated the relationship with their main supplier, the authors attempt to examine the utility of these variables as segmentation criteria for identifying heterogeneous groups. Findings - The estimation of a finite mixture model suggests that these bases are able to discriminate firms into four latent segments with different levels of ICT use and relationship variables. Research limitations/implications - This research contributes to the understanding of the role that ICT and relationship variables have in the segmentation processes of tourism companies. Literature on segmentation in the business-to-business (B2B) context is limited and it is hard to find studies which apply latent methodology using behavioral criteria related to the use of ICT and relationship variables. Practical implications - Segmentation of the tourism organizational market based on valuations of supplier relations and ICT use can help suppliers to design or adapt differentiation marketing strategies. Since agencies place the most value on confidence and value, tourism service suppliers should focus their efforts on improving the elements of service provision that increase perceived trust/confidence and value (i.e. growing the number of contacts, proximity to customers or sincerity, etc.). If agencies feel they can rely more on their providers, they will value their relationship more positively thereby favoring its long-term continuity. Originality/value - The novelty in this work lies in the application of latent segmentation methodology and the simultaneous use of bases associated with ICT and relationship variables in B2B tourism

Analyzing heterogeneity on the value, satisfaction, word-of-mouth relationship in retailing

Purpose - The literature recognizes the need to study differences in consumer behavior in highly competitive and dynamic markets. In this paper, the authors look at how the heterogeneous evaluation of retailing influences customer satisfaction and loyalty. The purpose of this paper is to analyze unobserved heterogeneity on customer value dimensions perceptions in retail establishments, and their potential effects on positive forms of behavioral outcomes considering customer satisfaction as a mediating variable. Design/methodology/approach - On a sample of 820 retail customers, the authors apply a finite mixture structural equation modeling that analyzes unobserved heterogeneity simultaneously. In this model, the authors study the influence of heterogeneous perceptions of excellence, efficiency, entertainment and aesthetics on customer satisfaction and of satisfaction on word-of-mouth (WOM) referral and WOM activity. Findings - The results show two latent segments where the intensity of causal relations varies, which means that the effect of value dimensions and satisfaction are over or underestimated when heterogeneity is ignored. Originality/value - The main value of the paper has been to analyze the potential heterogeneity of value dimensions (intravariable approach), and their links with satisfaction and some dimensions of loyalty (intervariable approach). Customer heterogeneity must be studied to understand the satisfaction process and WOM responses in order to design more efficient and effective relationship marketing strategies

Effects of value and innovation on brand equity in retailing

This paper analyses retailer brand equity on the basis of two variables that are particularly relevant in marketing: the perception of value, because of its renewed interest for retailing, and retail innovativeness, because it is a recent line of research with interesting challenges. Considering Holbrook's (Consumer value: a framework for analysis and research. London: Routledge, 1999) value dimensions of efficiency, excellence, entertainment and aesthetics, this study investigates the relationship between those values and brand equity as well as the moderator effect of innovation. The study was conducted on a sample of 820 individuals who purchased from various stores selling food, household goods, textiles and electronics. Hierarchical linear regression methodology was applied. The results indicate that value has a direct significant effect on brand equity and entertainment is the dimension with the greatest contribution. In addition, efficiency and aesthetics stimulate brand equity more when perceived innovation is high than when it is low. Given that value dimensions influence brand equity in different ways, retailers should direct their efforts according to the importance of each dimension for the consumer. The study of brand equity and innovation has traditionally focused on the product, and so the novelty of this study lies in the application of these concepts to the services context

The role of ICT, eWOM and guest characteristics in loyalty

Purpose - This study aims to examine how technologies contribute to consumer loyalty in the tourist industry. To achieve this objective, information and communication technology (ICT) development and electronic word-of-mouth (eWOM) are analysed to explore their direct and indirect effects on satisfaction and loyalty dimensions. The moderating role of customer characteristics (personal and experience-related variables) is also considered to study the complex relationship between satisfaction and loyalty. Design/methodology/approach - A quantitative study based on a questionnaire structured was developed. The survey was conducted with 386 guests from Spanish hotels. SEM methodology is applied to estimate the structural equation model and multi-group analysis. Findings - Results confirm significant relationships in the sequence 'ICT advancement-satisfaction with ICT-satisfaction with hotel-loyalty', the mediating effect of eWOMand the moderating effects of the customer characteristics. Practical implications - ICT can be a key element to improve loyalty and differentiate from competitors. Managers should recognise that customers will have different loyalty behaviours according to their personal characteristics and type of experience. Originality/value - This paper contributes to the recent and still scanty research line on ICT advancement from the consumer perspective. The novelty lies in the relationships between ICT, satisfaction and loyalty in hotels with particular attention to WOM (both personal and electronic) and the inclusion of different moderating variables

Implicaciones de la intensidad tecnológica y la calidad de servicio logístico en el comercio minorista

La calidad de la distribución física puede constituirse en una fuente de diferenciación y, con ello, de ventaja competitiva para el minorista. Sin embargo, no existe acuerdo en la literatura acerca de los componentes de la calidad de servicio logístico ni sobre el rol que puede jugar la intensidad tecnológica del minorista. En este contexto, el presente trabajo pretende identificar los principales componentes de la calidad de servicio logístico, examinar la influencia de la intensidad tecnológica percibida sobre la calidad del servicio logístico y analizar los efectos sobre los resultados del establecimiento comercial en términos de satisfacción y lealtad del [email protected]; [email protected]

Una intervención educativa a profesionales sanitarios de Atención Primaria para mejorar la adherencia a la terapia compresiva en pacientes con úlcera venosa.

Introducción: La insuficiencia venosa crónica es la enfermedad vascular más frecuente en la población española. Actualmente, la terapia compresiva es reconocida como la piedra angular de su tratamiento, sin embargo, algunos estudios demuestran que está infravalorada y no se prescribe lo suficiente, ocasionando baja adherencia terapéutica, recidivas y largos tiempos de cicatrización de la úlcera venosa. La falta de generalización de esta práctica está directamente relacionada con una falta de conocimiento entre los profesionales sanitarios de Atención Primaria, sin embargo, el papel de estos profesionales es esencial para modificar las creencias negativas de los pacientes e influir de manera positiva en la adherencia terapéutica, por ello resulta fundamental la formación del personal sanitario y del paciente y el logro de una comunicación eficaz dentro de este ámbi to. Objetivos: Evaluar la eficacia de una intervención educativa en profesionales sanitarios de Atención Primaria para mejorar la adherencia terapéutica a la terapia compresiva en pacientes con úlcera venosa. Metodología: Ensayo Clínico Aleatorio con intervención educativa, será un estudio analítico, prospectivo y aleatorio. Se llevará a cabo una intervención educativa con carácter motivador sobre el conocimiento y manejo de la terapia compresiva, con una duración aproximada de 1 hora y 45 minutos. La población objetivo serán los profesionales sanitarios y no sanitarios de la Región de Murcia en el ámbito de Atención Primaria. Los resultados de la intervención serán recogidos y evaluados durante 1 año post-intervención, mediante entrevista clínica y una "Escala tipo Likert de adherencia a la terapia compresiva"Introduction: Chronic venous insufficiency is the most common vascular disease in the Spanish population. Currently, compression therapy is recognised as the cornerstone of its treatment, however, some studies show that it is undervalued and under prescribed, causing low therapeutic adherence and relapses and long venous ulcer healing times. The lack of generalization of this practice is directly related to a lack of knowledge among primary care health professionals; however, the role of professionals is essential in modifying patients' negative beliefs and positively influencing therapeutic adherence, which is why it is essential to train health personnel and patients and to achieve effective communication. Objectives: The general objective of this study is to evaluate the efficacy of an educational intervention in primary care health professionals to improve therapeutic adherence to compression therapy in patients with venous ulcers. Methodology: In order to achieve the proposed objectives, a Randomized Clinical Trial with educational intervention will be carried out. It will be an analytical, prospective, randomized study. An educational intervention will be carried out with motivational character on the knowledge and management of compression therapy, with an approximate duration of 1 hour and 45 minutes. The target population will be healthcare and non-healthcare professionals in the Region of Murcia in the Primary Care setting. The results of the intervention will be collected and evaluated during 1 year post-intervention, by means of a clinical interview and a "Likert-type scale of adherence to compressive therapy"

Segmentación de clientes del comercio minorista en función de los beneficios de la relación minorista-consumidor.

El marketing se basa en el establecimiento y mantenimiento de relaciones continuas entre comprador y vendedor como fuente de beneficios mutuos. Sin embargo, la percepción de los beneficios de dicha relación puede variar en gran medida en función del tipo de cliente. Este trabajo pretende determinar y caracterizar segmentos de clientes, en función de su percepción de los beneficios y costes derivados de sus relaciones. De esta manera, esperamos obtener una tipología de consumidores que resulte útil al minorista al diseñar sus estrategias de [email protected]; [email protected]; [email protected]

Sports Nutrition and Performance

Nutrition plays an essential role on sports performance. Following an adequate nutrition pattern determines winning the gold medal or failing in the attempt. That is why it is commonly referred to as “invisible training.” However, regarding food and performance, it is not only referred to professional athletes. Nowadays, a large number of amateur athletes perform daily physical activity both recreationally and semiprofessionally. That population also seeks to achieve an improvement in their personal brands, which can be reached following proper nutritional guidelines. In athlete population, nutrient requirements are incremented compared with non-athlete population. Therefore, it is essential to carry out a nutritional approach adapted to the athlete and training sessions. In addition, other advantages of adequate food intake in sports are related to changes in body composition, reduction of injuries, and prolongation of professional career length. The objective of this chapter is to determine the nutritional requirements of athlete population that allow to achieve their sporting goals. Nutritional strategies will be addressed in terms of macronutrients consumption, hydration, and timing depending on type and intensity of exercise

The importance of green practices for hotel guests: does gender matter?

Due to growing consumer awareness of environmental problems, more and more hotels have been developing green practices in response to the environmental concerns of their guests and improve their image. This study aimed to test a model for analyzing the incidence of green practices as drivers for generating positive hotel image and guest trust and satisfaction, evaluating the moderating role of guest gender in these relationships. Based on a personal survey of 302 guests at 3 and 4-star hotels in Bogota, evidence was obtained for the positive relationship between sustainable practices and the variables considered, with certain differences depending on the gender of each guest. Thus, this study highlights the importance for hotels located in developing countries of implementing green practices, in order to improve their image and increase the degree of trust and satisfaction of their guests to maintain long-term relationships

Comunicaciones de marketing y valor de marca de un festival musical

La creación de capital de marca es fundamental para diferenciar los productos y alcanzar una ventaja competitiva. Sin embargo, este constructo ha recibido escasa atención en la investigación en turismo de eventos. Por ello, el objetivo del presente trabajo es analizar la influencia de las comunicaciones controladas y no controladas por la organización sobre la formación del valor de marca de un evento, y estimar el impacto del valor de marca global sobre la satisfacción y las intenciones conductuales del asistente al evento. Centrándonos en un festival de música en vivo, a partir de una muestra de 622 asistentes, se obtiene evidencia acerca de la efectividad de las comunicaciones del evento en la generación de valor de marca que permite orientar a los gestores de festivales de música en vivo en sus decisiones acerca de la inversión en los instrumentos de comunicación del evento.Brand equity is crucial for differentiating products and achieving competitive advantage. However, this construct has received scares attention in event tourism research. This study therefore aims to analyse the influence of controlled and non-controlled communications on brand equity creation for an event and to estimate the impact of overall brand equity on satisfaction and behavioural intentions of event attendees. Focusing on a live music festival and with a sample of 622 attendees, evidence has been obtained on the effectiveness of communications on the event to generate brand equity that will help to inform decisions of managers of live music festivals regarding investment in instruments for communicating the event