Las estrategias del comercio especializado

Este trabajo presenta una revisión y actualización de las estrategias empleadas por los minoristas especializados en su lucha competitiva con los minoristas generalistas. En un primer apartado se delimita el concepto de especialista, según la literatura académica, para pasar después a cuantificar su situación en España, en Europa y en Estados Unidos. A continuación se analiza la posición de los especialistas en los diferentes subsectores de actividad, para finalizar con una propuesta de las estrategias llevadas a cabo por los especialistas en Españ[email protected]

The role of the store in managing postpurchase complaints for omnichannel shoppers

This paper focuses on postpurchase complaint behavior to understand under which conditions omnichannel shoppers choose to complain at the physical store instead of doing it through online channels. Using fuzzy-set Qualitative Comparative Analysis (fsQCA), we find that four different combinations of situational, channelrelated, and individual variables lead to complaining at the store. The motivation of seeking redress together with assertiveness and high dissatisfaction, play an essential role in the choice of complaint channel. The channel of purchase is not determinant for the choice of the store to complain. These findings have implications in terms of redefining the role of the store in the current omnichannel era

Identifying patterns in channel usage across the search, purchase and post-sales stages of shopping

Consumers today are using various channels to complete their purchase process. As shoppers pursue different goals at each stage of the process, channel choice may be explained by different drivers for search, purchase and post-sales activities. Our research framework is based on an extension of the TAM Model with the support of the Motivational Model, differentiating two types of motivations for channel usage: intrinsic and extrinsic. Moreover, we rely on transaction costs economics to explain different channel usage at each shopping stages and for different product categories. Lineal regression and cluster analysis are applied to data collected through a survey answered by 1,533 multichannel retail shoppers within two product categories (apparel and consumer electronics) in two countries (UK and Spain). Our findings show that segments with different usage patterns and motivations can be identified across the shopping process and that the drivers of channel usage are different depending on the stage of the buying process and the product category considered

Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment

Purpose. The purpose of this paper it to understand loyalty in the multichannel retail context. The paper analyses the interplay between offline and online loyalty and the direct and indirect effects on loyalty of brand trust and brand attachment, in a cross-cultural study. Design/methodology/approach. Online survey answered by 761 multichannel apparel shoppers in two countries (UK and Spain). SEM multigroup analysis is performed to test the hypothesized relations and the role of culture as a moderating variable. Findings. Online loyalty is largely driven by offline loyalty, which is also positively affected by brand trust and brand attachment. These relationships hold across the two different cultures. Research limitations/implications. The findings confirm the validity of applying the theory of cognitive dissonance to explain multichannel shopping behaviours. We did not find culture affects the relationships in our model; however, the validity of these findings should be tested considering other cultural variables different from nationality. Practical implications. Multichannel retailers should focus on building trust and attachment towards the brand if they want to get online and offline loyalty. The efforts to build stronger bonds between the customer and the retail brand translate into higher loyalty, particularly towards the offline channels. Originality/value. This paper extends the literature on the interactions between online and offline behaviour by focusing on the power of the brand to build strong customer bonds. Our model considers the role of brand attachment together with brand trust in offline and online loyalty simultaneously

An overview about fashion retailing sector: UK versus Spain

Within the international context, fashion retailers have suffered the most in the economic downturn in the last years. Nevertheless, the historically high-margin fashion sector"s composite net profit margin was still the highest of all the product groups. Based on the importance of fashion retail sector for the international economy in general, this paper examines the international retailing situation showing sales data between most important retailers around the world in general and Europe in particular. Specifically, this paper offers an overview on fashion retailing sector in the international context in order to study the position of this sector in the international crisis context. Due to the importance of fashion sector for national economies, in this paper is carried out a comparison between two countries characterized for economic growing of this sector in general, and the women segment in particular: United Kingdom and Spain. As conclusion, some solutions are explained to face the current situation by the apparel retail management

La produccion cientifica sobre distribucion comercial en españa, 1990-2000

Este trabajo presenta una revisión bibliográfica de la investigación académica sobre distribución comercial publicada en España en el horizonte temporal de 1990 a 2000. Tras una revisión de los trabajos sobre el estado de la cuestión de la investigación en marketing, y las aportaciones más específicas en el campo de la distribución comercial, presentamos la metodología y los principales resultados de la revisión de un número de trabajos procedentes de las publicaciones más relevantes en el campo del marketing. Se extraen conclusiones sobre el carácter científico de los trabajos, los grupos de investigación, la metodología empleada y el contenido de los trabajos y, finalmente, se proponen líneas de investigació[email protected]; [email protected]

La distribución de cerámica y materiales de construcción en España

La caracterización de las empresas de un sector es esencial para comprender la situación de la distribución comercial y analizar su evolución. En el presente trabajo abordamos el estudio de los distribuidores de material cerámico y de construcción en España a partir de fuentes de información primaria y secundaria. La lectura conjunta de los resultados obtenidos a partir de ambas fuentes de datos permite realizar una primera aproximación a la situación de un sector que ha experimentado un extraordinario crecimiento en los últimos añ[email protected]; [email protected]; [email protected]; [email protected]

El apoyo a la internacionalización del sector minorista en España: un enfoque desde las necesidades

La internacionalización está dejando de ser una opción para las empresas minoristas españolas para pasar a ser una necesidad. Para desarrollarse en los mercados exteriores las empresas requieren unas capacidades y unos recursos que no todas poseen, y se enfrentan a unas barreras en ocasiones insalvables. Ante esta realidad es necesaria la ayuda de organismos públicos y privados que incentiven y apoyen su internacionalización. En este trabajo se explora si el sector minorista español está preparado para la aventura internacional, cuál es el papel de los programas de apoyo en la misma, y cuáles deberían ser las futuras líneas de actuación