LA EFICACIA DE LA PROMOCIÓN DE PRECIO MINORISTA ANALIZADA DESDE UNA PERSPECTIVA INDIVIDUAL: UNA APLICACIÓN EMPÍRICA EN LA PROVINCIA DE ALICANTE

In researching hypermarkets it is important to understand the effects of tools such as the retail price promotion on products with or without promotion, the amount spent on them and the profitability of the customers. This study analyses these relationships in a chain of hypermarkets by using individual purchase data. The data are obtained by means of survey and the sales tickets which were supplied by those polled. The results show that price promotions increase the purchase of products which are not promoted, and that those customers who visit the store because of the promotion spend more in products being promoted than other customers but they are also more profitable for retailers. En el ámbito de los hipermercados es de vital importancia conocer los efectos de una herramienta tan utilizada como las promociones de precio sobre las compras de productos con y sin promoción, el importe gastado en los mismos, y la rentabilidad de los clientes. El presente estudio trata de contrastar estas relaciones en el ámbito de una cadena de hipermercados de productos de alimentación y limpieza del hogar, utilizando datos individuales de compra. Los datos se obtienen a partir de una encuesta realizada a los compradores del establecimiento, y mediante los tickets de compra. Los resultados muestran que las promociones de precio incrementan la compra de productos a precios regulares, y que los clientes que acuden al establecimiento atraídos por la promoción gastan más en productos en promoción que el resto de clientes pero también son más rentables.promociones de precio, beneficio, minorista price promotion, profitability, retailing

EXPLAINING SATISFACTION IN DOUBLE DEVIATION SCENARIOS: THE EFFECTS OF ANGER AND DISTRIBUTIVE JUSTICE

Research has shown that more than half of attempted recovery efforts only reinforce dissatisfaction, producing a ‘double deviation’ effect. Surprisingly, these double deviation effects have received little attention in service marketing literature. Yet no study has specifically investigated which are the main determinants of the formation of customer satisfaction judgments in double deviation contexts. To fill this gap, we develop and empirically test a model based on the existing service recovery literature. Specifically, we focus on two theoretical frameworks: social justice theory and theories of emotion. We examine the effect of anger with service recovery on satisfaction with service recovery, as well as the role of distributive justice on the elicitation of the specific emotion of anger with service recovery and satisfaction with service recovery. Results support the model and highlight the important role of specific recovery-related emotions in double deviation contexts. Implications for practice and future research are discussed. La investigación previa ha mostrado que más de la mitad de los esfuerzos de recuperación sólo refuerzan la insatisfacción, produciendo un efecto de desviación doble. Sorprendentemente, estos efectos de desviación doble han recibido muy poca atención en la literatura de marketing de servicios. Hasta la fecha, ningún trabajo ha investigado empíricamente cuáles son los principales determinantes en la formación de los juicios de satisfacción en contextos de desviación doble. Para cubrir este hueco, desarrollamos y analizamos empíricamente un modelo basado en la literatura de recuperación de servicios existente. Específicamente, nos basamos en dos esquemas conceptuales: la teoría de la justicia social y las teorías sobre emociones. Examinamos el efecto del enfado con la recuperación del servicio en la satisfacción con la recuperación del servicio, así como el papel de la justicia distributiva como activador de emociones específicas de enfado y como antecedente de la satisfacción con la recuperación del servicio. Los resultados confirman el modelo propuesto y ponen de manifiesto el importante papel de las emociones específicas relacionadas con la recuperación en contextos de desviación doble. Finalmente, se discuten las implicaciones de gestión y las líneas futuras de investigación.enfado con la recuperación del servicio, justicia distributiva, satisfacción con la recuperación del servicio, desviación doble, industria bancaria anger with service recovery, distributive justice, satisfaction with service recovery, double deviation, banking industry

THIRD-PARTY COMPLAINTS AND FIRM PERFORMANCE: AN APPLICATION IN SPANISH BANKING

This article focuses on the impact of third-party complaints on firm performance. We propose two research hypotheses, which are developed from the literature of dissatisfaction, emotions, and economics. The methodology is based on an event study to estimate variation in firm share returns in the stock market due to the publication of the Annual Complaints Service Report by the Bank of Spain; as well as a regression analysis to examine the impact of the number of complaints per branch on the variation obtained. The empirical focus is on a sample of eleven banks to which complaints were made and which were quoted on the Spanish Stock Exchange between 1992 and 2001. The results show a negative impact of the publication of these annual complaint reports on the share returns of the banks concerned. Additionally, these returns have a negative relationship with the number of complaints per branch. El objetivo de este trabajo es analizar el impacto de las quejas a terceras partes sobre losresultados empresariales. Para ello, se proponen dos hipótesis de investigación, argumentadassiguiendo la literatura de insatisfacción, emociones, y economía. La metodología se apoya en elevent study para estimar la variación de la rentabilidad de las acciones de las empresas generadaen la Bolsa por la publicación de la Memoria Anual del Servicio de Reclamaciones del Bancode España; así como en el análisis de regresión para examinar el impacto del número de quejaspor oficina en dicha variación. La aplicación empírica se lleva a cabo para una muestra de oncebancos sobre los que se efectúan las quejas y que cotizan en la Bolsa de Madrid entre 1992 y2001. Los resultados obtenidos ponen de manifiesto un impacto negativo de la publicación dedichas memorias anuales de quejas sobre la rentabilidad de las acciones de los bancosimplicados, y que dicha rentabilidad mantiene una relación negativa con el volumen de quejaspor oficina.Quejas a terceras partes; Resultados empresariales; Banca Third-party complaints; Firm performance; Banking industry

The negative effects of failed service recoveries

Research has shown that more than half of attempted recovery efforts fail, producing a "double deviation" effect. Surprisingly, these double deviation effects have received little attention in marketing literature. This paper examines what happens after these critical encounters, which behavior or set of behaviors the customers are prone to follow and how customers' perceptions of the firm's recovery efforts influence these behaviors. For the analysis of choice of the type of response (complaining, exit, complaining and exit, and no-switching), we estimate multinomial Logit models with random coefficients (RCL). The results of our study show that magnitude of service failure, explanations, apologies, perceived justice, angry and frustration felt by the customer, and satisfaction with service recovery have a significant effect on customers' choice of the type of response. Implications from the findings are offered. La investigación ha mostrado que más de la mitad de los intentos de recuperación tras el fallo de un servicio fracasan, lo que produce un efecto de "desviación doble". Sorprendentemente, estos efectos de desviación doble han recibido muy poca atención en la literatura de marketing. Este trabajo analiza qué ocurre tras estos encuentros críticos, ¿qué comportamiento o conjunto de comportamientos tienden a seguir lo clientes? y ¿cómo afectan a estos comportamientos las percepciones de los clientes acerca del problema y de los esfuerzos de recuperación de la empresa?. Para el análisis del tipo de respuesta (queja, abandono, queja y abandono, y no cambiar de entidad), estimamos modelos Logit multinomiales con coeficientes aleatorios (RCL). Los resultados de nuestro estudio muestran que la magnitud del fallo inicial, las explicaciones y disculpas recibidas tras el mismo, la justicia percibida en la gestión de la queja, la frustración y el enfado que siente el cliente y la satisfacción con el proceso de recuperación, tienen un efecto significativo en la elección de los clientes del tipo de respuesta de queja. Finalmente, se ofrecen implicaciones para la gestión.desviación doble, comportamiento de queja del consumidor, modelos Logit multinomiales con coeficientes aleatorios (RCL), recuperación del servicio. Double deviations, consumer complaining behavior (CCB), multinomial logit models with random coefficients (RCL), service recovery.

REACCIÓN DEL CONSUMIDOR ANTE EL RETRASO DE UN SERVICIO

The objective of this study is to examine the relationships that exist among the attributions, the affect and behavioral intentions of consumers who suffer delays in services. As a new element, we propose to consider two emotional reactions: anger and dissatisfaction. The methodology employed is based on structural equation modeling and the empirical application, which was carried out in Alicante (Spain), demonstrates the existence of the sequence "attribution-affect-behavioral intention", with anger being the mediator in the relationship between the attribution of control on behavioral intention (complaint and repurchase). El objetivo de este trabajo es examinar las relaciones existentes entre las atribuciones, el afecto y la intención de conducta de los consumidores que experimentan un retraso del servicio. Como novedad, se propone la consideración de dos reacciones emocionales, el enfado y la insatisfacción. La metodología empleada se apoya en modelos de ecuaciones estructurales. La aplicación empírica realizada en Alicante evidencia la secuencia "atribución-afecto-intención de conducta", siendo el enfado el mediador de las relaciones de la atribución de control sobre la intención de conducta (queja y recompra).Espera en el servicio, retraso, atribución, enfado, insatisfacción, intención de conducta. Waiting for service, delay, attribution, anger, dissatisfaction, behavioral intention.

Effects of message appeal and service type in CSR communication strategies

Studies highlight the importance of corporate social responsibility (CSR) for companies' stakeholders. Consumers, however, are often unaware of such initiatives. Understanding how to effectively communicate socially responsible initiatives is an important challenge for both researchers and managers, who invest considerable resources in CSR initiatives. This study examines consumers' responses to two types of CSR initiatives (environment-related and employee-based) using two types of message appeals (emotional and rational) across two service types (hedonic and utilitarian). Responses provide data on consumers' awareness of CSR initiatives, attitudes toward the company, perceived company uniqueness, emotional response, and attributions of company motives to engage in CSR activities. Rational appeals more effectively communicate environment-related CSR initiatives, whereas emotional appeals more effectively communicate employee-based CSR initiatives. Effects on consumers' attributions of company motives to engage in CSR are significant in both service types. Finally, rational message appeals affect consumers' CSR awareness and emotional responses in utilitarian service

The negative effects of failed service recoveries

Research has shown that more than half of attempted recovery efforts fail, producing a ‘double deviation’ effect. Surprisingly, these double deviation effects have received little attention in marketing literature. This paper examines what happens after these critical encounters, which behavior or set of behaviors the customers are prone to follow and how customers’ perceptions of the firm’s recovery efforts influence these behaviors. For the analysis of choice of the type of response (complaining, exit, complaining and exit, and no-switching), we estimate multinomial Logit models with random coefficients (RCL). The results of our study show that magnitude of service failure, explanations, apologies, perceived justice, angry and frustration felt by the customer, and satisfaction with service recovery have a significant effect on customers’ choice of the type of response. Implications from the findings are offered.La investigación ha mostrado que más de la mitad de los intentos de recuperación tras el fallo de un servicio fracasan, lo que produce un efecto de ‘desviación doble’. Sorprendentemente, estos efectos de desviación doble han recibido muy poca atención en la literatura de marketing. Este trabajo analiza qué ocurre tras estos encuentros críticos, ¿qué comportamiento o conjunto de comportamientos tienden a seguir lo clientes? y ¿cómo afectan a estos comportamientos las percepciones de los clientes acerca del problema y de los esfuerzos de recuperación de la empresa?. Para el análisis del tipo de respuesta (queja, abandono, queja y abandono, y no cambiar de entidad), estimamos modelos Logit multinomiales con coeficientes aleatorios (RCL). Los resultados de nuestro estudio muestran que la magnitud del fallo inicial, las explicaciones y disculpas recibidas tras el mismo, la justicia percibida en la gestión de la queja, la frustración y el enfado que siente el cliente y la satisfacción con el proceso de recuperación, tienen un efecto significativo en la elección de los clientes del tipo de respuesta de queja. Finalmente, se ofrecen implicaciones para la gestión.This research was financed by the Instituto Valenciano de Investigaciones Económicas (IVIE), Spain

The differentiated effects of CSR actions in the service industry

Purpose – The purpose of this study is to attempt to explain why the impact of Corporate Social Responsibility (CSR) initiatives may be different and/or more important in service firms compared to manufacturing firms. CSR is becoming a common strategy, hence its extensive research. Central to it is the analysis of the effect of CSR on a firm’s performance, whose outcome depends on firm-specific and industry-related factors. Design/methodology/approach – The event study methodology is applied to all the 248 companies that have ever traded on the Spanish Stock Market between 1990 and 2007. A regression analysis examines potential different effects of CSR on service and goods firms. Findings – The results show that CSR activities have a positive impact on firm performance that is higher for service firms than for manufacturing firms. Actions related to the environment, responsible labor relationships and good corporate governance are especially important in the service context. Research limitations/implications – This research is focused on shareholders’ performance, but it does not consider other stakeholders, such as real consumer behavior or employees’ commitment and productivity. Practical implications – Service firms are likely to gain from focusing on some CSR activities (environment, employees and good corporate governance) and should use their responsible behavior as a valuable tool for public relations and differentiation in the market. Originality/value – This article is the first attempt to empirically test and explain why the relationship between CSR and firm performance may be different (more positive) for service vs manufacturing firms.The authors would like to thank the Spanish Ministry of Science for financially supporting this research under Contract No. ECO2008-05487

The home exchange phenomenon in the sharing economy: A research agenda

The emergence of the sharing economy has been driven by the increasing value of temporary access to goods over ownership as an alternative mode of consumption. This economy has been enabled by the rapidly evolving Web 2.0 technologies. Scholars have turned their attention to the implications of this sharing economy for the tourism and hospitality industries. However, research on peer-to-peer (P2P) accommodation-sharing has mainly focused on a few global (monetised) platforms, especially Airbnb, while other manifestations of P2P sharing accommodation have remained underexplored. This is the case for “home exchange”, an example of non-monetised P2P sharing accommodation where individuals exchange their homes via web-based platforms. Aiming to address this gap, this paper reviews existing literature on the topic and identifies three key research dimensions, namely, economic, social-psychological and spatial. The paper also argues for the value of using second-home tourism literature in the examination of the home exchange phenomenon. Main research gaps and directions for future research are then addressed. Finally, the conclusions and limitations are presented

Predictors of willingness to pay a price premium for hotels’ water-saving initiatives

This study examines customers’ willingness to pay a premium to support hotels’ water-saving initiatives and the effect of different explanatory variables: attitude toward water conservation, water problem awareness, willingness to sacrifice, reported water-saving behavior, and frugality. A Heckit model is applied to a sample of 681 tourists. Results show that 44.3% of tourists would pay a premium to stay in a hotel that had installed water-saving devices in rooms. The average price premium they would pay is 4.29 euros. These findings help hotel managers identify tourists who could contribute to reducing the costs of going green.This work was partially supported by the Spanish Ministry of Science, Innovation and Universities under research project INTETUR (RTI2018-099467-B-I00) and Emerging Project grant of the University of Alicante (GRE17-15)