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Article
Publication date: 15 August 2023

Rafael Bravo, Sara Catalán and José Miguel Pina

This paper aims to examine the differential effects of gamified loyalty programmes and conventional loyalty programmes on customer engagement behaviours.

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Abstract

Purpose

This paper aims to examine the differential effects of gamified loyalty programmes and conventional loyalty programmes on customer engagement behaviours.

Design/methodology/approach

A 2 × 2 × 2 experiment was conducted that manipulated gamification (gamified vs non-gamified), reward levels (high vs low) and reward type (economic vs social). Data collected from a sample of 315 individuals were analysed through partial least squares and tests of means.

Findings

Gamification can improve the attractiveness of loyalty programmes by influencing perceptions of playfulness and reward satisfaction. In fact, gamification lowers the importance that customers attach to reward levels. As a result, customers perceive higher hedonic and utilitarian value, which positively influences their engagement behaviours.

Originality/value

To the best of the authors’ knowledge, this study is one of the first studies to attempt to empirically analyse whether incorporating gamification into loyalty programmes influences customer engagement behaviours in the hospitality context.

研究目的

本文研究了游戏化忠诚计划和传统忠诚计划对顾客参与行为的不同影响。

研究方法

本文进行了2 x 2 x 2实验, 操纵了游戏化(游戏化 vs 非游戏化)、奖励水平(高 vs 低)和奖励类型(经济 vs 社交)。通过对315名个体样本收集的数据进行PLS(偏最小二乘)和均值测试进行分析。

研究发现

游戏化可以通过影响玩味感和奖励满足感来提高忠诚计划的吸引力。实际上, 游戏化降低了顾客对奖励水平的重视程度。因此, 顾客感知到更高的享乐和功利价值, 从而积极地影响了他们的参与行为。

研究创新

本研究首次尝试在酒店业背景下经验性地分析将游戏化纳入忠诚计划是否影响顾客参与行为。

Details

Journal of Hospitality and Tourism Technology, vol. 14 no. 5
Type: Research Article
ISSN: 1757-9880

Keywords

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Article
Publication date: 26 May 2023

Carmina Fandos-Herrera, Carolina Herrando, Julio Jiménez Martínez and José Miguel Pina

Traditional teaching strategies are making way for a more collaborative learning style, where students play active roles in their learning process. This work focuses on the…

269

Abstract

Purpose

Traditional teaching strategies are making way for a more collaborative learning style, where students play active roles in their learning process. This work focuses on the discussant role activity in the market research subject in a business administration bachelor's degree as a way of empowering students' role. The discussant activity fosters critical thinking and debate between classmates while also encouraging communication and relational skills.

Design/methodology/approach

Drawing on expectation-disconfirmation theory, this study analysed students' expectations and perceptions before and after the discussant activity. Data were collected through two surveys carried out in class at the beginning and at the end of the course.

Findings

The empirical findings show that interactions in the classroom during the activity contribute to students' final evaluation of the activity and positively affect cross-curricular and subjective learning performance.

Originality/value

Activities that recreate real-life experiences help students in the acquisition of certain key competencies related to their future inclusion in the labour market.

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Article
Publication date: 25 June 2021

Rafael Bravo, José Miguel Pina and Beatriz Tirado

This study aims to examine the internal brand knowledge dissemination process in the banking sector and its effects on employees. Specifically, it focuses on the key roles of…

497

Abstract

Purpose

This study aims to examine the internal brand knowledge dissemination process in the banking sector and its effects on employees. Specifically, it focuses on the key roles of employee identification with both the organization and with the customer as antecedents of behaviors supportive of the brand, i.e. employee citizenship behaviors and recommendation behaviors.

Design/methodology/approach

An empirical study was carried out in a major Spanish bank. Data gathered from a survey of 315 employees were analyzed through structural equation modeling.

Findings

The results showed that employees' perceptions of brand value congruence are key in explaining their identification with both the organization and with the customer. However, the employees' perceptions of the brand's authenticity explained only their recommendations of the bank as a good place to work.

Originality/value

These findings contribute to the advance in the current knowledge of the role of variables such as brand authenticity and employee–customer identification in internal brand management. From a managerial viewpoint, the results provide insights into the importance of employees' perceptions and attitudes when it comes to brand knowledge dissemination.

Details

International Journal of Bank Marketing, vol. 39 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 14 October 2019

José Miguel Pina

This study aims to analyse the spread of terms describing “marketing types” (e.g. services marketing) in the marketing and non-marketing literature and to determine whether the…

642

Abstract

Purpose

This study aims to analyse the spread of terms describing “marketing types” (e.g. services marketing) in the marketing and non-marketing literature and to determine whether the research into specific terms represents a fashion trend.

Design/methodology/approach

A total of 113 marketing terms were identified by content-analysing all the articles indexed in the web of science. These data were used to estimate a panel model, which predicted the number of articles that refer to a specific marketing type over a 20 years’ period.

Findings

The model estimation indicates that the “age” of a marketing term has a significant effect on the number of articles published using that term, after controlling for previous research. This effect is not significant for top-tier journals.

Research limitations/implications

Future research might undertake more comprehensive analyses by including other scientific outlets (e.g. white papers) and databases.

Practical implications

The results offer new insights for researchers interested in bibliometrics and knowledge diffusion. It warns practitioners and academia about a bias in favour of novel terms.

Originality/value

The paper demonstrates a “fad effect” that may undermine research into traditional marketing fields. It helps to identify past and current research priorities.

Details

European Business Review, vol. 31 no. 6
Type: Research Article
ISSN: 0955-534X

Keywords

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Article
Publication date: 13 March 2019

Rafael Bravo, Eva Martínez and José Miguel Pina

This paper focuses on the multichannel strategy in the banking sector and its effects on customer engagement. Specifically, the purpose of this paper is to propose a model in…

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Abstract

Purpose

This paper focuses on the multichannel strategy in the banking sector and its effects on customer engagement. Specifically, the purpose of this paper is to propose a model in which customers’ perceptions of offline and online channels are related to brand trust and brand commitment, which ultimately lead to customer engagement.

Design/methodology/approach

An empirical study was carried out on a sample of 306 individuals and data were analysed through partial least squares.

Findings

The results show that offline experience is more important than online experience in terms of impact on trust and commitment, which are closely linked to customer engagement. Online experience does not have a significant direct influence on brand commitment and its effect on brand trust is moderated by the customer’s familiarity with the channel.

Originality/value

These findings contribute to the advance in the current knowledge of the joint role of online and offline channels with the aim of strengthening customer relationships. From a managerial viewpoint, customer perceptions formed by their experiences in bank branches are more important than customer perceptions of the website’s performance in the explanation of trust and commitment.

Details

International Journal of Bank Marketing, vol. 37 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

Available. Content available
Article
Publication date: 18 May 2015

Francisco Guzman and Cleopatra Veloutsou

176

Abstract

Details

Journal of Product & Brand Management, vol. 24 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 4 March 2020

Victor Meyer Jr, Miguel Piña e Cunha, Diórgenes Falcão Mamédio and Danillo Prado Nogueira

The focus of this study was to analyze crisis management in a context of high-reliability organizations (HRO) evidenced in two cases of Brazilian air disasters. Aspects of human…

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Abstract

Purpose

The focus of this study was to analyze crisis management in a context of high-reliability organizations (HRO) evidenced in two cases of Brazilian air disasters. Aspects of human and technological natures were examined, addressing the complex sociotechnical system.

Design/methodology/approach

This in-depth case study addressed the two most serious air disasters on Brazilian territory. The first case involved a midair collision between Gol Flight 1907 and the Legacy jet. In the second case, TAM flight 3054 had difficulty braking when landing at the airport and crashed into a building. Data were collected from official disaster documents.

Findings

The results revealed that the management and operational activities aimed to maintain the necessary conditions that prioritize a high level of reliability. High reliability mainly involves concern over failure, reluctance to accept simplified interpretations, sensitivity to operations, commitment to resilience and detailed structure specifications.

Practical implications

The implications are based on alerting highly reliable organizations, emphasizing the focus on managing more reliably, resiliently and conscientiously. Changes will be required in the operations of organizations seeking to learn to manage unexpected events and respond quickly to continually improve the responsiveness of their services.

Originality/value

In the perspective of an intrinsic case study for crisis management in a context of HRO and disaster risk management, the originality of this study lies in its examination of the paradoxical nature of control within the systems of dangerous operations in complex organizations, as well as their contradictions in a high-reliability system.

Details

Disaster Prevention and Management: An International Journal, vol. 30 no. 2
Type: Research Article
ISSN: 0965-3562

Keywords

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Article
Publication date: 1 October 2009

Miguel Pina e Cunha, Stewart R. Clegg and Arménio Rego

In this paper, some peculiarities of a Southern European country are made explicit, namely, how the attraction of new, “global”, management practices combines with deeply…

282

Abstract

In this paper, some peculiarities of a Southern European country are made explicit, namely, how the attraction of new, “global”, management practices combines with deeply persistent, thus traditional, ways of imagining organization. The dominant Anglo‐Saxon and Protestant models of management may not be fully adequate to characterize management and organization in the Latin Catholic countries of the south, or those postcolonial societies that they inscribed in Latin America. We present an interpretation of why what are glossed by moderns as dysfunctional management practices persist, sometimes despite their recognized inadequacy. The contributions advanced here may thus be relevant to researchers interested in the route of transition from closed to open societies and who are concerned that all models need to be appreciated in context.

Details

Management Research: Journal of the Iberoamerican Academy of Management, vol. 7 no. 3
Type: Research Article
ISSN: 1536-5433

Keywords

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Article
Publication date: 1 April 2005

Francisco Gil, Carlos‐María Alcover and José‐María Peiró

This introductory paper aims to provide a contextualization of recent research and applications on work team effectiveness in organizational contexts carried out in Spain and…

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Abstract

Purpose

This introductory paper aims to provide a contextualization of recent research and applications on work team effectiveness in organizational contexts carried out in Spain and Portugal and to describe connections between this research and the main trends in the international scene.

Design/methodology/approach

Since the 1990s, new occupational and organizational realities have deepened scientific interest in work teams in both Spain and Portugal. A range of recently published (1992‐2004) works in this area are reviewed. The selected sources are papers published in Spanish, Portuguese and international journals.

Findings

Reviewing this work, four major trends are identified that synthesize the key concerns of researches in both countries: work teams and new information/communication technologies; intra‐ and inter‐group conflicts in organizational contexts; definition, dimensions and measurement criteria for work team effectiveness; and teams in innovation and change processes.

Originality/value

This paper fulfils a panoramic vision of this research area in both Spain and Portugal, and provides an overview of the papers included in this special issue and an outlook for the future.

Details

Journal of Managerial Psychology, vol. 20 no. 3/4
Type: Research Article
ISSN: 0268-3946

Keywords

Available. Content available
Article
Publication date: 13 August 2010

Rita Campos e Cunha

263

Abstract

Details

Management Research: Journal of the Iberoamerican Academy of Management, vol. 8 no. 2
Type: Research Article
ISSN: 1536-5433

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