Nuevas estrategias y herramientas de márketing

Material adicional de la ponència presentada al IV Congrés Obert i Virtual Castelló 2020. Castelló de la Plana, 201

Influence of the Internet on Retailer's perceived quality in the generation of retailer's brand equity

This study analyses the relationship between the different components of the retailer's brand equity, as well as the influence that the use of internet has on the formation of retailer’s brand equity. As some authors point out, there is a need for a measure of the retailer's brand equity (Boo et al, 2008; Lee and Back, 2010). The model proposed to analyse retailer’s brand equity is based on the one used by Boo et al. (2008) who, in turn, start from the brand equity proposal of the authors Aaker (1991) and Keller (1993). A theoretical a priori model was specified according to the results in previous literature and our hypotheses. Prior to testing the model, the dimensionality of the scales was stablished with Confirmatory Factor Analyses (CFAs). Once the dimensionality was stablished, full structural equations model (SEM) was tested. This study provides evidences on the effect of the use of internet on retailer´s perceived quality. In turn, the influence that this variable has on the retailer's image and on its perceived value is shown. These relationships have an influence on consumer loyalty to the retailer, which, in turn, generates brand equity for the retailer

Urban destination loyalty drivers and cross-national moderator effects: The case of Barcelona

The objective of this paper is to analyze the loyalty of tourists to urban tourism destinations, studying the differences existing on the basis of nationality of origin. The review of the academic literature identified perceived value and satisfaction as antecedents of loyalty. A theoretical model was constructed which was tested empirically with a total of 927 surveys of Italian and American tourists in the city of Barcelona. In the study of the data, structural equation models (SEM) were used, by means of a multi-group analysis. The empirical results show that the causal relationships among perceived value, satisfaction and loyalty and the moderating effect of nationality are partially confirmed. This study contributes to better knowledge of the processes that lead tourists to be loyal to an urban tourism destination

The impact of customer engagement on retailer's brand equity components

Strong brand equity is important for any business. Although the concept of brand equity has been studied in various fields, its analysis has not been as extensive in the retail sector. On the other hand, the analysis of engagement is gaining more importance in recent times. Customer engagement is an increasingly relevant and researched topic. However, studies that relate this concept to retail trade are not common. The present work aims to analyze the effect of engagement on the different components of retail brand equity. The a priori model considers the previous research and the proposed hypotheses. A Confirmatory Factor Analysis is performed, based on the data obtained through a structured questionnaire with closed questions and a 5-point Likert-type response scale. The study sample consists of 623 respondents. This study involved a conceptual model that includes the brand equity dimensions (awareness, perceived quality, image, perceived value, and loyalty) to gain the research goal. The hypothesized causal model relates the variables that make up brand equity and the engagement influence on them. The empirical analysis results showed that customer engagement positively affects all the components of the brand equity retailer (except its image), mainly concerning retailer awareness, loyalty, and perceived quality. The authors concluded that retailer awareness, loyalty towards the retailer, and retailer perceived quality are influenced by engagement. Consequently, it would be necessary for the retailer manager to pay special attention to creating actions that contribute to customers' engagement in the different areas of interaction with them, both online and at the physical point of sale. For future studies, the geographic space should be expanded, considering different regions or even countries and observing possible differences in the behavior of the interviewees

Multidimensional perspective of perceived value in industrial clusters

Purpose – This paper aims to demonstrate that aspects of a rational or functional character and aspects of an emotional and social nature condition the perceived value of the exchange relationships among firms in an industrial cluster. Design/methodology/approach: – The research uses structural equation models (SEM) to test the models and applies the maximum likelihood estimation method in all the causal models obtained in the course of the data analysis. Findings – The results obtained support the hypotheses put forward, and in particular the importance of emotional and social values in industrial relations. Research limitations/implications – Recent advances in consumer and services marketing consider that perceived value and satisfaction are central to explaining customer loyalty. However, very few studies in B2B explain the multidimensionality of perceived value. For this purpose, the authors test their working hypotheses in the Spanish ceramic tiles cluster. Specifically, they analyze the relationships between manufacturers and a supplier of frits, enamels and ceramic colors and related services. Practical implications – An empirical study demonstrates that experience and interpersonal relationships are more important than price and switching costs in an industrial cluster context. The empirical study and the results provide evidence for managers: the critical influence of the emotional and social values perceived by the customer on his level of satisfaction and on the achievement of final loyalty. Originality/value – The paper highlights the importance of the most intangible dimensions of value for the relations between companies in an industrial cluste

Estudio del proceso de fidelización del consumidor final

Para toda empresa es importante mantener una cartera de clientes fieles a la misma que le ayuden a sobrevivir en el tiempo. Esta situación todavía se acentúa en la medida que aumenta la competencia y se incrementa la incertidumbre. En la actualidad éstos son dos rasgos que se ven realmente desarrollados. Debido a la profunda crisis en que nos encontramos, y a otros elementos como la globalización o el desarrollo de las nuevas tecnologías y los sistemas de comunicación nos encontramos ante un escenario de enorme competencia y de manifiesta incertidumbre. Es, por tanto, necesario más que nunca conocer en profundidad cómo llegan los clientes a ser fieles, y desarrollar verdaderas estrategias de fidelización. En este trabajo, presentamos el enfoque secuencial de formación de la lealtad del consumidor para poder profundizar en la comprensión del concepto. Además, lo completamos estudiando el efecto conjunto de los costes de cambio como elemento que fomenta la continuidad con la relación. Se obtiene que el consumidor realiza un proceso de información más cognitivo en sus primeras evaluaciones del servicio recibido y por tanto en sus primeras etapas de lealtad. A medida que el consumidor avanza en el proceso su comportamiento se vuelve más directo y mecánico, por lo que el vinculo cliente-empresa podemos decir que es más fuerte.For any business is important to maintain a loyal customer base to help they to survive over time. This situation is accentuated even to the extent that increases competition and increases uncertainty. At present these are two features that are really developed. Because of the deep crisis in which we are, and other elements such as globalization and the development of new technologies and communication systems, we are faced with a scenario of intense competition and uncertainty manifest. It is therefore more necessary than ever to know in depth how to get customers to be faithful, and develop true loyalty strategies.In this paper, we present the sequential approach to the formation of consumer loyalty in order to deepen understanding of the concept. It is supplemented by studying the combined effect of switching costs as an element that promotes the continuity of the relationship. The results shows that the consumer takes a more cognitive process information in their initial assessments of the service and therefore in the early stages of loyalty. As advances in consumer behavior process becomes more direct and mechanic, so we can say that the customer- company bond is stronger

Customer loyalty in clusters: perceived value and satisfaction as antecedents

Purpose: This paper studies, from the perspective of relationship marketing, the loyalty behavior of industrial customers in the context of a cluster. Loyalty is a key variable for studying long term relationships between firms. Research implications: Recent advances in consumer and services marketing consider that perceived value and satisfaction are central to explaining customer loyalty. However, very few studies in B2B explain the antecedents of customer loyalty. This study adopts the relationship marketing approach, and loyalty behavior is being analyzed in a specific setting: an industrial cluster. Furthermore, the effect of the number of suppliers is analyzed as a possible moderator in the relationships of the model. Methodology Approach: We have chosen the Spanish tile cluster to test a series of the hypotheses. Questionnaires were elaborated from primary and secondary information and SEM has been used for statistical treatment and confirmatory factor analysis (CFA). Findings: Importance relationships between perceived value, satisfaction and loyalty and the importance of the different dimensions of perceive value. Practical implications: The empirical study and the results provide an importance evidence for managers: the critical influence of the Emotional and social perceived values by the customer on his level of satisfaction and on the achievement of final the commercial training programs of this matters. Originality, value, and contribution: This study highlights theimportance of the most intangibles dimensions of value for the industrial cluster relations between companie

Does CSR Help to Retain Customers in a Service Company?

The main aim of this paper is to analyze the influence of service companies’ corporate social responsibility (CSR) actions on final customer’s loyalty. A theoretical model of loyalty formation based on CSR was proposed and a sample of 1125 final customers of financial services in Spain was studied. Structural equation models were used to verify the hypothesized relationships. Based on the CSR theory oriented to stakeholders, this work justifies the direct and positive relationship between the perception of CSR actions in the shopping experience and customer trust. We also verified a positive indirect influence on loyalty. The services industry was chosen to conduct this research due to its own particularities (intangibility, inseparability, heterogeneity and perishability). As it is impossible to evaluate a service before its consumption, a high level of trust in the supplier will be necessary to motivate the purchase decision. We conclude that CSR becomes a key strategic asset for determining trust and loyalty among consumers. As major findings, we have verified the special importance of CSR in the services market. CSR improves customer trust in the service provider. Thus, this paper has significant managerial implications. Through CSR strategies, both the perception of the customer’s purchasing experience and trust can be enhanced, resulting in more loyal customers. As a limitation, this research was carried out among financial services. Further research should test the model across different industries and countries in order to determine the generalizability and consistency of the findings of this study

Shopping motivation in consumer loyalty formation process: the case of Spanish retail

Purpose With the gradual decline of the small retail sector in the past recent years, few researchers have been addressing the issue from a motivational approach. This paper aimed to examine the role of utilitarian, hedonic and ethical motives in the process of forming consumer loyalty in a retail setting. Design/methodology/approach A total of 213 surveys were carried out among regular fashion and accessories shoppers in Spanish small-sized retailers. A two-step methodology proposed by Anderson and Gerbing (1988) was applied to test the model. Findings Ethical shopping motivation was found to have the most relevant impact on its perceived quality and on its reassurance to a small-sized retailer, as it represented a strategic asset. Although the most appropriate approach would not be focused mainly on ethical aspects in order to be competitive in the new retailing landscape, consumers should recognize that they are contributing to a worthy cause while enjoying the shopping experience. Practical implications Small-sized retailers should provide consumers with good reasons for shopping in their businesses rather than their competitors’. Moreover, it is key to differentiate and build customer loyalty with the purpose of becoming more competitive. As a consequence, in this paper, we propose a measurement scale that can be used to evaluate abstract and complex consumers’ shopping motivations. Originality/value The pursuit of more precise knowledge of factors that lead consumers to shop for a specific product is vital for small-sized retailers, toward sustainable competitiveness. Here we analyzed the impact of the three innovative dimensions in shopping motivation on consumers’ perceived quality and their influence on repurchase intention

Entrepreneurship innovation using social robots in tourism: a social listening study

The tourism sector has been one of the most impacted by the COVID-19 pandemic, due to restrictions on mobility and fear of social contact. In this context, business innovation through digital transformation is presented as a great opportunity for the tourism industry and the inclusion of social robots in service tasks is an example. This transformation requires new methodologies, skills and talent that must be promoted to improve the innovative tourism ecosystem. With this research, we try to determine how the inclusion of social or service robots in hotels can improve the image and perception held by clients or guests. For that, we frst analyse the degree of knowledge and sentiment generated by social robots through a social listening study in social networks. In addition, we determine whether these perceptions on the subject are in tune with other more formal felds, such as scientifc research, or with the strategies followed at a national or international level by companies, agencies and organisations related to the technology and innovation of social robotics. For both objectives, we use the Simbiu social listening tool, a software-based program on Talkwalker, and we obtain interesting results. Basically, people on Twitter have a neutral or positive feeling about the use of social robots, and people who write in English have a more positive attitude towards social robots than Spanish speakers. After COVID-19, are necessary changes in strategic decisions of the hospitality and it is essential to continue investigating the role of social robots in this new context.Funding for open access charge: CRUE-Universitat Jaume