Hacia una mejor comprensión de la relación entre satisfacción, lealtad e implicación del cliente

Aunque las relaciones entre lelatad, implicación y satisfacción han sido estudiadas ampliamente, existen diversos aspectos, en los que nos centraremos aquí, sobre los que todavía no se ha profundizado. Así, distinguimos entre las dimensiones duradera y situacional de la implicación, y proponemos relaciones directas entre cada una de ellas y la satisfacción. También diferenciamos entre lealtad activa y pasiva (Ganesh, Arnold y Reynolds, 2000), y proponemos la satisfacción y los dos constructos de la implicación como antecedentes de ambas. Aunque algunos autores han sugerido la existencia de un impacto positivo de la implicación sobre la lealtad, la distinción realizada entre la implicación duradera y situacional hace que esta relación positiva no sea tan obvia. Las relaciones propuestas son recogidas en un diagrama path y contrastadas mediante la técnica PLS dentro de la modelización de ecuaciones estructurales. Nuestros resultados conducen a interesantes implicaciones para la gestión

The customer’s implication: a theoretical compilation

En el presente trabajo llevamos a cabo una delimitación del constructo implicación, para lo que nos introducimos en los siguientes aspectos: a) conocer el origen de su estudio, así como los diferentes marcos conceptuales de abordaje; b) eliminar posibles confusiones con otros conceptos (por ejemplo, entre la implicación y la motivación); c) conocer sus determinantes, dimensiones y consecuencias; d) abordar el debate existente en torno a su conceptualización así como la posible unión entre diferentes posturas.In this paper we contribute to specify the construct «involvement», including the following aspects: a) knowledge of its origin and the several theoretical frames to approach it; b) elimination of potential confusion over other constructs (such as that between involvement and motivation); c) knowledge of the determinants, dimensions and consequences of the construct involvement; d) knowledge of the debate dealing with its conceptualization and the possible joint of different points of view

The customer’s implication: A theoretical compilation

In this paper we contribute to specify the construct «involvement», including the following aspects: a) knowledge of its origin and the several theoretical frames to approach it; b) elimination of potential confusion over other constructs (such as that between involvement and motivation); c) knowledge of the determinants, dimensions and consequences of the construct involvement; d) knowledge of the debate dealing with its conceptualization and the possible joint of different points of view.Involvement: antecedents, dimensions, consequences, debate.

Relationship quality as antecedent of customer relationship proneness: a cross-cultural study between Spain and Mexico

Some factors such as the globalization and the development of information technologies are changing the dynamics of the relationship marketing bases. The new competitive framework defined by the relevance of online channels have caused the way of approaching relationship management with consumers to change. In this context, relationship quality (RQ) allows to understand the proneness of consumers to keep their commercial relations alive. Several are the studies that analyse RQ antecedents, but none has used a comprehensive management approach that includes resources and capabilities (such as market orientation or knowledge management), as perceived by customers, that a company has available for management in order to enhance said RQ in an online context. This work-in-progress aims to analyse the effect of said perceived quality on the consumer’s proneness to maintain the relationship under a cross-cultural context, considering the perceptions of Spanish and Mexican users of online banking services

Analysing relationship quality and its contribution to consumer relationship proneness

Relationship marketing has been the dominant paradigm in the sphere of marketing in the last decades. However, aspects such as globalisation, development of information technologies, or the growing competitiveness pressure have caused the way of approaching relationship management with consumers to change. A consumer feels as the lead character and demands personalised treatment customised to his/her needs and specific characteristics. In this context, relationship quality (RQ) allows to understand the proneness of consumers to keep their commercial relations alive. Several are the studies that analyse RQ antecedents, but none has used a comprehensive management approach that includes resources and capabilities (such as market orientation or knowledge management) that a company has available for management in order to enhance said RQ. Furthermore, we analyse the effect of said perceived quality on the consumer’s proneness to maintain the relationship

Sustainability, brand image, reputation and financial value: manager perceptions in an emerging economy context

Sustainability has become a fundamental concern in today' world—one which firms can no longer remain oblivious to. Through CSR, companies can shore up financial sustainability by acting in responsible, socially and environmentally sustainable ways. Yet the vast majority of literature addressing this phenomenon to date has focused almost exclusively on developed economies. The objective of the present study, therefore, is to contribute to filling this gap by analyzing the potential impact of CSR on sustainable financial value in the context of an emerging economy, Peru. To this end, we used the PLS technique to carry out quantitative analysis of data from a sample of over 200 managers at Peruvian companies. Our model is based on the premises of Social Capital Theory and Theory of Resources. Specifically, we analyze the extent to which CSR impacts corporate reputation, brand image and financial value in the context of an emerging economy. Our data indicate that—unlike more developed economies—in emerging economy contexts, direct relationships linking CSR and company financial value are lacking, though may occur by way of the path CSR > reputation > brand image > financial value. We also find that size moderates this path, while the sector of activity does not moderate the causal model. Hence, we suggest that both the cross-cultural component and differing degrees of economic development and market maturity affect the perceived impact of CSR on financial value. The present study is pioneering in that it analyzes the impact of sustainability on financial value from the perspective of managers in an emerging economy context. Key theoretical and practical implications of our findings are provided in the final section of the paper

The customer’s implication: A theoretical compilation

[ES] En el presente trabajo llevamos a cabo una delimitación del constructo implicación, para lo que nos introducimos en los siguientes aspectos: a) conocer el origen de su estudio, así como los diferentes marcos conceptuales de abordaje; b) eliminar posibles confusiones con otros conceptos (por ejemplo, entre la implicación y la motivación); c) conocer sus determinantes, dimensiones y consecuencias; d) abordar el debate existente en torno a su conceptualización así como la posible unión entre diferentes posturas.[EN] In this paper we contribute to specify the construct «involvement», including the following aspects: a) knowledge of its origin and the several theoretical frames to approach it; b) elimination of potential confusion over other constructs (such as that between involvement and motivation); c) knowledge of the determinants, dimensions and consequences of the construct involvement; d) knowledge of the debate dealing with its conceptualization and the possible joint of different points of view

Relevance of salespeople profiles: an analysis in an emerging economy

Purpose: The purpose of this paper is to analyze the impact of the salespeople profile (i.e., effort, commitment and creativity) – and its degree of market orientation (MO) – on the success of new product launch and sales outcomes. An emerging economy context is taken as a reference. Design/methodology/approach: A structural equations model is proposed. The data are based on a sample of retail sector sales managers in Peru. Findings: The results indicate that salespeople effort, creativity and degree of MO influence overall sales performance. Salespeople commitment, however, does not have a significant impact. These antecedents are helpful when attempting to understand both the potential success of a new product and sales outcomes. Originality/value: There is no evidence to date of studies that simultaneously assess the impact of seller profiles and degree of MO on new product launch success and sales outcomes. This paper breaks new ground in analyzing this phenomenon in the context of an emerging economy. The findings are of general interest both for sales force management and for companies interested in familiarizing themselves with the peculiarities of emerging economies and the potential need to adapt policies to these specific realities

Hacia una mejor comprensión de la relación entre satisfacción, lealtad e implicación del cliente

Aunque las relaciones entre lelatad, implicación y satisfacción han sido estudiadas ampliamente, existen diversos aspectos, en los que nos centraremos aquí, sobre los que todavía no se ha profundizado. Así, distinguimos entre las dimensiones duradera y situacional de la implicación, y proponemos relaciones directas entre cada una de ellas y la satisfacción. También diferenciamos entre lealtad activa y pasiva (Ganesh, Arnold y Reynolds, 2000), y proponemos la satisfacción y los dos constructos de la implicación como antecedentes de ambas. Aunque algunos autores han sugerido la existencia de un impacto positivo de la implicación sobre la lealtad, la distinción realizada entre la implicación duradera y situacional hace que esta relación positiva no sea tan obvia. Las relaciones propuestas son recogidas en un diagrama path y contrastadas mediante la técnica PLS dentro de la modelización de ecuaciones estructurales. Nuestros resultados conducen a interesantes implicaciones para la gestión