Spanish Journal of Marketing - ESIC最新文献

{"title":"The influence of consumer personality traits on mobile shopping intention","authors":"Zaira Camoiras-Rodriguez, C. Varela","doi":"10.1108/sjme-02-2020-0029","DOIUrl":"https://doi.org/10.1108/sjme-02-2020-0029","url":null,"abstract":"\u0000Purpose\u0000This study aims to increase the understanding of the drivers of mobile shopping, by analyzing when and how two personality traits – value consciousness and shopping enjoyment – impact mobile shopping intention through usefulness and ease-of-use perceptions.\u0000\u0000\u0000Design/methodology/approach\u0000To test the conditioned indirect effects, path analysis is used.\u0000\u0000\u0000Findings\u0000The results indicate that both consumers’ value consciousness and shopping enjoyment have a positive indirect effect on mobile shopping intention. However, shopping enjoyment is related only through usefulness, whereas value consciousness is related via both usefulness and ease of use. The results also suggest the need to consider boundary conditions when examining the impact of personality traits.\u0000\u0000\u0000Practical implications\u0000Mobile retailers need to conduct market segmentation based on users’ personalities when trying to increase their customer base.\u0000\u0000\u0000Originality/value\u0000Despite the relevance of personality traits on individual behavior, studies on the effects that different aspects of personality have on the participation of individuals in mobile commerce are very scarce and show inconsistent results regarding their impact. Thus, this study tries to contribute to the mobile commerce research by analyzing the interplay between two customer characteristics and two mediating variables: ease-of-use and usefulness perceptions.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"4 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90633153","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Between love and boycott: a story of dual origin brands","authors":"Dalia Abdelwahab, Nadia H. Jiménez, Sonia San-Martín, J. Prodanova","doi":"10.1108/sjme-12-2019-0105","DOIUrl":"https://doi.org/10.1108/sjme-12-2019-0105","url":null,"abstract":"This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social identity and cognitive dissonance theories, this study aims to examine the Spanish consumer relationship with national brands originated in Catalonia considering the current conflicting circumstances in the region.,The authors collected data by means of personal questionnaires, distributed among 277 Spanish consumers of Catalan brands of Cava. The data is analysed by using structural equation modelling and linear structural relations.,After controlling for brand familiarity, the results of this study reveal that ethnocentrism negatively distorts consumers’ confidence in dual origin brands and highlight the role of identification and trust as brand love antecedents. It also reveals that ethnocentrism has a more profound impact on boycotting decision than brand love.,This study is one of the few to capture the puzzlement created by the paradoxical nature of the brand’s duality of origin. Furthermore, it contributes to the marketing literature by examining the impact of ethnocentrism on two relationship variables (i.e. identification and trust) and exploring their joint impact on consumers’ decision to buy or boycott. The findings of this study can be helpful for companies facing boycotting behaviour triggered by ethnocentric consumer reaction towards dual origin brands.,Esta investigacion tiene como objetivo abordar la disponibilidad de los consumidores etnocentricos para boicotear las marcas de origen dual -en el caso particular de marcas nacionales vinculadas a un origen regional muy especifico-, mediante el analisis de la paradoja del (desfavorable) etnocentrismo regional versus la relacion (favorable) entre el consumidor y la marca (es decir, la identificacion, la confianza y el amor a la marca) en la decision de los consumidores de comprar o boicotear dichas marcas en esas circunstancias. Partiendo de las teorias de la identidad social y la disonancia cognitiva, este estudio examina la relacion del consumidor espanol con las marcas nacionales originales de Cataluna, considerando las circunstancias conflictivas actuales en la region.,Los datos se recogieron mediante cuestionarios personales, distribuidos entre 277 consumidores espanoles de marcas catalanas de Cava. Los datos se analizaron utilizando modelacion de ecuaciones estructurales y relaciones estructurales lineales.,Despues de controlar la familiaridad con la marca, nuestros resultados revelan que el etnocentrismo distorsiona negativamente la confianza de los consumidores en las marcas de origen dual y destaca el papel de la identificacion y la confianza","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"42 1","pages":"377-402"},"PeriodicalIF":0.0,"publicationDate":"2020-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89425778","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The influence of corporate social responsibility activities on customer value co-creation: the mediating role of relationship marketing orientation","authors":"Muhammad Mubushar, Norizan Jaafar, R. A. Rahim","doi":"10.1108/sjme-12-2019-0101","DOIUrl":"https://doi.org/10.1108/sjme-12-2019-0101","url":null,"abstract":"This paper aims to investigate the impact of external stakeholders-related corporate social responsibility (CSR) activities (local community and suppliers) on customer value co-creation behavior. This study also aims to examine the mediating role of relationship marketing orientation (RMO) on the relationship of CSR activities and customer value co-creation behavior.,The main problem of dichotomy between customers and the management was existing in banking sector so that’s why through purposive sampling, banking customers were selected for data collection through a self-administered questionnaire. Structural equation modeling was used to test the proposed hypotheses.,The present study found that both local community-related and supplier-related CSR activities have a positive impact on customer value co-creation behavior. Relationship marketing orientation mediates between the link of CSR activities and customer value co-creation behavior. The strength of RMO in CSR supplier and customer value co-creation behavior is found to be more dominant.,This study is restricted to one country under-investigation; therefore, it can be replicated with a larger and more geographically diverse sample.,This study offers insights to the banking sector that local community-related CSR activities contribute to the value co-creation behavior and minimize the social problems of Pakistan.,The findings of this study highlight that top management of banks can enhance the customer’s participation in services by using valuable CSR activities. The results imply the importance of interactions between the recipient of services and service providers. Stakeholder theory has previously been applied to examine stakeholders’ value maximization; this study uses stakeholder theory to examine shareholders’ value co-creation.,Este estudio investiga el impacto de las actividades de responsabilidad social corporativa (RSC) relacionadas con las partes interesadas externas (comunidad local y proveedores) en el comportamiento de co-creacion del valor del cliente. Este estudio tambien tiene como objetivo examinar el papel mediador de la orientacion del marketing relacional (OMR) en la relacion de las actividades de responsabilidad social corporativa y el comportamiento de co-creacion del valor del cliente.,El principal problema de dicotomia entre los clientes y la gerencia existia en el sector bancario, por lo que a traves de un muestreo intencional, los clientes bancarios fueron seleccionados para la recoleccion de datos a traves de un cuestionario auto-administrado. Con el fin de verificar las hipotesis propuestas, se empleo un modelo de ecuaciones estructurales.,El presente estudio encontro que tanto las actividades de RSC relacionadas con la comunidad local como las relacionadas con los proveedores tienen un impacto positivo en el comportamiento de co-creacion del valor del cliente. La orientacion del marketing relacional media entre el vinculo de las actividades de responsabilidad soc","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"6 1","pages":"309-330"},"PeriodicalIF":0.0,"publicationDate":"2020-09-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83317670","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Virtual reality and gamification in marketing higher education: a review and research agenda","authors":"S. Loureiro, R. G. Bilro, Fernando Angelino","doi":"10.1108/sjme-01-2020-0013","DOIUrl":"https://doi.org/10.1108/sjme-01-2020-0013","url":null,"abstract":"The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the research topics, the research gaps and to prepare a future research agenda.,A literature review is performed based on two search terms applied to Web of Science, resulting in a final pool of 115 articles. A text-mining approach is used to conduct a full-text analysis of papers related to VR and gamification in higher education. The authors also compare the salient characteristics presented in the articles.,From this analysis, five major research topics are found and analysed, namely, teaching methodologies and education, experience and motivation, student engagement, applied theories in VR and gamification. Based on this and following the theory concept characteristics methodology framework, the paper provides directions for future research.,There is no comprehensive review exploring the topics, theories, constructs and methods used in prior studies concerning VR and gamification applied to higher education services based on all the articles published in well-regarded academic journals. This review seeks to provide deeper insights, to help scholars contribute to the development of this research field.,En este documento se revisan los estudios sobre el uso de la realidad virtual (RV) y la Gamificacion para involucrar a los estudiantes en la educacion superior en marketing, se identifican los principales temas de investigacion tratados, las lagunas de investigacion y se sugiere una agenda futura de investigacion.,Una revision de la literatura basada en dos busquedas en Web of Science (WOS) permitio identificar 115 articulos. La mineria de textos se utilizo para realizar un analisis de texto completo de los articulos relacionados con RV y gamificacion en la educacion superior. Los autores tambien compararon las caracteristicas mas destacadas de los articulos.,A partir de este analisis, se encuentran y analizan cinco grandes temas de investigacion: metodologias de ensenanza y educacion, experiencia y motivacion, compromiso de los estudiantes, aplicadas a la RV y la gamificacion. Basandose en esto y siguiendo el marco del TCCM, el articulo proporciona una agenda futura de investigacion.,No hay una revision exhaustiva que explore los temas, las teorias, construcciones y metodos utilizados en estudios anteriores relativos a RV y gamificacion aplicados a servicios de educacion superior basados en todos los articulos publicados en revistas academicas. Esta revision proporciona una panoramica mas detallada y sugiere a los academicos nuevas lineas de trabajo para seguir desarrollando este campo de investigacion.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81194324","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A consumer engagement systematic review: synthesis and research agenda","authors":"R. G. Bilro, S. Loureiro","doi":"10.1108/sjme-01-2020-0021","DOIUrl":"https://doi.org/10.1108/sjme-01-2020-0021","url":null,"abstract":"This paper aims to review the existing literature about consumer engagement, provide an accurate mapping of this research field, propose a consumer engagement typology and a conceptual framework and offer a research agenda for this domain.,A systematic literature review using several quality filters was performed, producing a top-quality pool of 41 papers. After that, a text mining analysis was conducted, and five major research streams emerged.,This paper proposes five distinct research streams based on the text mining analysis, namely, consumer engagement, online brand community engagement, consumer-brand engagement, consumer engagement behaviours and media engagement. Based on this, a consumer engagement typology and a conceptual framework are suggested and a research agenda is proposed.,This paper presents scientific value and originality because of the new character of the topic and the research methods used. This research is the first study to perform a systematic review and using a text-mining approach to examine the literature on consumer engagement. Based on this, the authors define consumer engagement typology. A research agenda underlining emerging future research topics for this domain is also proposed.,El presente articulo tiene por objeto revisar la bibliografia existente sobre el engagement de los consumidores, proporcionar una descripcion precisa de este campo de investigacion, proponer una tipologia del engagement de los consumidores y un marco conceptual, y ofrecer una agenda de investigacion.,Se realizo una revision sistematica de la literatura utilizando varios filtros, lo que permitio seleccionar 41 trabajos de alta calidad. Despues, se realizo un analisis de mineria de textos y surgieron cinco corrientes principales de investigacion.,Este documento propone cinco corrientes de investigacion distintas basadas en el analisis de mineria de textos: i) Participacion del consumidor; ii) Participacion de la comunidad de marcas en linea; iii) Engagement del consumidor-marca; iv) Comportamientos de engagement del consumidor; v) y engagement de los medios de comunicacion. Sobre esta base, proponemos una tipologia de engagement del consumidor y un marco conceptual y proponemos una agenda de investigacion.,Este documento presenta el valor cientifico y la originalidad debido al nuevo caracter del tema y los metodos de investigacion empleados. Esta investigacion es el primer estudio que realiza una revision sistematica y utiliza un enfoque de mineria de textos para examinar la literatura sobre engagement de los consumidores. Sobre esta base, los autores definen la tipologia de engagement del consumidor. Tambien se propone un programa de investigacion que subraya los temas de investigacion futuros emergentes para este ambito.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"40 1","pages":"283-307"},"PeriodicalIF":0.0,"publicationDate":"2020-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78022916","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Retailing technology: do consumers care?","authors":"A. Cervantes, A. Franco","doi":"10.1108/sjme-03-2020-0041","DOIUrl":"https://doi.org/10.1108/sjme-03-2020-0041","url":null,"abstract":"Disruptive retailing technologies improve productivity and cost optimization, but there is a lack of academic literature about their effects on shoppers’ perceptions and behaviors. This paper aims to develop and test a conceptual model regarding the effects of retail technology on store image and purchase intentions and to measure how human interaction services (HIS) moderate this relationship. Two relevant retail technologies are explored.,The results of this study indicate that retailing technology has notable influences on consumer perceptions. Thus, shopping technologies improve store image perceptions and increase purchase intention, moderated by HIS.,Future field experiments in actual stores should attempt to corroborate the results of this study and offer greater internal validity.,The results should help reduce retailers’ resistance to technology adoption. In-store technology can help retailers leverage their store image and increase purchase intentions. HIS could offer a bridge between consumers and new technology.,This paper is an original research paper, given that few research papers are experimentally based to measure consumer’s reactions to new technology implementation.,Las tecnologias disruptivas de ventas al por menor mejoran la productividad y la optimizacion de costos, pero hay una falta de literatura academica sobre los efectos de estas tecnologias en las percepciones y actitudes de los compradores. Este articulo desarrolla y prueba un modelo conceptual de los efectos de la tecnologia minorista en la imagen de la tienda y las intenciones de compra y mide como los servicios de interaccion humana moderaron las relaciones. Este articulo explora dos tecnologias comerciales relevantes para investigarlo.,Un total de 480 personas participaron en los tres experimentos en un laboratorio y utilizaron las etiquetas electronicas de estanterias (ESL) y el carro inteligente de la misma manera que podian usarlo en las tiendas.,Los resultados indican que la tecnologia de venta al por menor tiene influencias notables en las percepciones de los consumidores. Por lo tanto, las tecnologias de compra mejoran la percepcion de la imagen de la tienda e incrementa la intencion de compra moderada por los servicios de interaccion humana.,Es una contribucion original porque pocos trabajos de investigacion se basan en experimentos para medir las reacciones de los consumidores debido a la implementacion de la nueva tecnologia.,Los experimentos de campo en tiendas reales deben intentar corroborar estos resultados y ofrecer una mayor validez interna.,Los resultados deberian ayudar a reducir la resistencia de los minoristas a su adopcion. La tecnologia en la tienda puede ayudar a los minoristas a aprovechar su imagen de tienda y aumentar las intenciones de compra. Los servicios de interaccion humana podrian ser un puente entre los consumidores y las nuevas tecnologias.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"6 1","pages":"355-375"},"PeriodicalIF":0.0,"publicationDate":"2020-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90216735","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The influence of website quality and star rating signals on booking intention: Analyzing the moderating effect of variety seeking","authors":"Tamara Belver-Delgado, Sonia San-Martín, R. M. Hernández-Maestro","doi":"10.1108/sjme-09-2019-0076","DOIUrl":"https://doi.org/10.1108/sjme-09-2019-0076","url":null,"abstract":"The purpose of this study is to analyze the influence of booking website (hotel or third-party) characteristics and hotel star-rating classification, as signals of quality, on travelers’ relationships with hotels or hotel chains, taking into account the moderating effect of travelers’ tendencies to seek variety.,To test the hypothesized relationships, structural equation modeling was performed. A multi-group analysis was also conducted to test the moderating effect of travelers’ variety seeking.,Both booking website quality and star rating improve customer satisfaction with specific experiences at hotels and behavioral intentions toward hotels. The results also show that travelers’ variety-seeking levels (low/high) exert a moderating effect on their overall relationships with hotels, and quality signals are more relevant for those who are less inclined to seek variety in their travel experiences.,This paper analyzes the importance of quality signals on travelers’ relationships with hotels in an electronic shopping environment. Furthermore, the influence of travelers’ variety-seeking in the hotel sector in particular is studied. For hotel managers, a better knowledge of this personality trait can help to apply successful segmentation strategies.,Este estudio analiza la influencia de las caracteristicas del sitio web de reserva -web propia del hotel o de un tercero- y del numero de estrellas del hotel, como senales de calidad, en la relacion del cliente con el hotel o cadena, teniendo en cuenta el efecto moderador de la tendencia del viajero a buscar variedad.,Para probar las hipotesis, se llevo a cabo un modelo de ecuaciones estructurales (SEM). Tambien se realizo un analisis multi-grupo para probar el efecto moderador de la busqueda de variedad del viajero.,Tanto la calidad del sitio web de reserva como las estrellas favorecen la satisfaccion del cliente con la experiencia concreta en el hotel y, finalmente, las intenciones de comportamiento hacia el hotel. Ademas, el analisis muestra que el nivel de busqueda de variedad del viajero (bajo/alto) ejerce un efecto moderador en su relacion global con el hotel y que las senales parecen ser mas relevantes para los individuos con menor tendencia a buscar variedad en sus experiencias de viaje.,Este trabajo analiza la importancia de las senales de calidad en la relacion de los viajeros con los hoteles en un entorno de compra electronica. Ademas, se estudia la influencia de la busqueda de variedad de los viajeros en el sector hotelero en particular. Un mejor conocimiento de este rasgo de la personalidad puede ayudar a los gerentes de hotel a aplicar estrategias de segmentacion exitosas.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"175 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85568281","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The role of customer personality in satisfaction, attitude-to-brand and loyalty in mobile services","authors":"Trevor Smith","doi":"10.1108/sjme-06-2019-0036","DOIUrl":"https://doi.org/10.1108/sjme-06-2019-0036","url":null,"abstract":"The purpose of this study is two-fold. First is to explore the role of some customer personality traits in explaining customer satisfaction in mobile services. Second is to explore the relationship between satisfaction and loyalty of mobile services customers, mediated by attitude-to-brand considering the fierce competition and the fast industry growth.,The study used a cross-sectional design and a survey of mobile service customers. For the empirical analysis, the structural equation models were applied (partial least squares).,The results suggest that customers who are agreeable, neurotic and open to new experience are more likely to be satisfied with mobile services than other personality types. In addition, the satisfaction-loyalty link is fully mediated by attitude-to-brand. Hence, satisfaction is not a direct driver of loyalty in the mobile services business and loyalty is achieved when service providers simultaneously focussed on the customers’ satisfaction and their attitudes towards brands.,The study identified the personality trait drivers of customer satisfaction and the path to customer loyalty in the mobile services sector. With this information, mobile service providers should be better able to target and retain customers.,The study offers new insights into customer behaviour by using personality traits to identify requirements for achieving customer satisfaction, customer loyalty and attitude-to-brand.,El proposito de este estudio es doble. Primero, explorar el papel de algunos rasgos de personalidad del cliente para explicar su satisfaccion en los servicios moviles. Segundo, explorar la relacion entre la satisfaccion y la lealtad de los clientes de servicios moviles, mediada por la actitud hacia la marca considerando la feroz competencia y el rapido crecimiento de la industria.,El estudio utilizo un diseno transversal y una encuesta de clientes de servicios moviles. Para el analisis empirico se utilizaron modelos de ecuaciones estructurales (PLS),Los resultados sugieren que los clientes agradables, neuroticos y abiertos a nuevas experiencias tienen mas probabilidades de estar satisfechos con los servicios moviles que otros tipos de clientes. Ademas, el vinculo satisfaccion-lealtad esta mediado por la actitud hacia la marca. Por lo tanto, la satisfaccion no es un precursor directo de la lealtad en servicios moviles. La lealtad se logra cuando el proveedor de servicios se centra simultaneamente en la satisfaccion del cliente y cuida la actitud hacia la marca.,El estudio identifico los rasgos de personalidad de los clientes que llevan a la satisfaccion y el camino hacia la lealtad del cliente en el sector de los servicios moviles. Con esta informacion, los proveedores de servicios de telefonia movil deberian estar mejor capacitados para dirigirse a los clientes y retenerlos.,El estudio ofrece nuevas perspectivas sobre el comportamiento del cliente al utilizar los rasgos de la personalidad para identificar los requisitos que permiten ","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"92 1","pages":"155-175"},"PeriodicalIF":0.0,"publicationDate":"2020-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85555497","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A profile of mobile service users in a mature market: from “uninvolved pragmatics” to “potential switchers”","authors":"Cristina Calvo-Porral, Luis-Miguel Otero-Prada","doi":"10.1108/sjme-03-2020-0046","DOIUrl":"https://doi.org/10.1108/sjme-03-2020-0046","url":null,"abstract":"Purpose\u0000Mobile services are expanding rapidly, and in this tremendously dynamic environment, companies should provide value-added services to meet users’ demand. In this context, the study aims to determine whether different user groups exist in this market and profile them.\u0000\u0000Methodology\u0000Based on the information of 568 mobile service users, a research was developed in the context of a mature mobile services market – Spain. A behavior-based cluster analysis is developed by means of confirmatory factor analysis (CFA), followed by two-step clustering. Then, an ANOVA and post hoc Tukey tests are conducted to confirm differences among the obtained clusters.\u0000\u0000Findings\u0000The study findings show that mobile service users cannot be perceived as a homogenous group, as different users with different behaviors coexist in this market. More specifically, four behavior-based segments emerge in the mobile service sector: “service connoisseurs,” “uninvolved pragmatics,” “potential switchers” and “delighted loyal”; “potential switchers” being the most challenging segment for mobile service companies.\u0000\u0000Originality/value\u0000This study reports mobile service users’ heterogeneity; and in turn, mobile service managers should consider customers as four different types, instead of considering them as one single customer.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"148 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86092712","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Culinary travel experiences, quality of life and loyalty","authors":"J. Hernández-Mogollón, E. Di-Clemente, A. Campón-Cerro","doi":"10.1108/sjme-11-2019-0094","DOIUrl":"https://doi.org/10.1108/sjme-11-2019-0094","url":null,"abstract":"\u0000Purpose\u0000This paper aims to develop an original model in the context of food-based experiences considering new experiential variables, such as to experience quality, memorability and quality of life (QOL), and their impact on marketing outcomes, namely, satisfaction and loyalty, approached from an experience perspective.\u0000\u0000\u0000Design/methodology/approach\u0000An empirical approach has been adopted. Data have been collected through an online and a paper-and-pencil method, using an original questionnaire addressed to tourists who had a food-based experience during their recent holidays. Partial least squares-structural equation modelling is the technique used for data analysis.\u0000\u0000\u0000Findings\u0000The results confirm that local food, enjoyed through quality experiences, is a determining factor in designing memorable products, achieving tourist satisfaction, improving their QOL and encouraging loyalty to experiential food-based practices.\u0000\u0000\u0000Research limitations\u0000Results should be interpreted within the context of this research because of the use of a sample conveniently selected.\u0000\u0000\u0000Practical implications\u0000Gastronomic experiences represent a successful strategic resource for tourist destinations and professionals who want to adapt their business/destination to the new requirements of the experiential context.\u0000\u0000\u0000Originality/value\u0000To the best of authors’ knowledge, this study is first to relate the impact of memorable and quality culinary experiences on the QOL of tourists, chasing, as a final result, loyal intentions towards a specific kind of experience (culinary) rather than towards the destination.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"47 2 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89586657","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}