Miguel Angel Moliner and Vicent Tortosa-Edo
The objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers'…
Abstract
Purpose
The objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers' multirooming behavior (searching for information in online and offline channels and purchasing the product online).
Design/methodology/approach
The problem-solving theory and experiential marketing perspective are the theoretical background that enables the establishment of five hypotheses. A survey is conducted on multiroomers who had purchased a product online, following an online and offline research journey.
Findings
The results showed that OCJD directly and indirectly (through online consumer experience) influences e-satisfaction. Females and younger individuals exhibited higher levels of e-satisfaction.
Originality/value
First, this research analyzes consumers' multichannel search strategies. Second, the consumer journey is incorporated into the study of multichannel retailing. Third, an emergent typology of cross-channel free-riding behavior is analyzed: multirooming.
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The purpose of this paper is to justify the central role played by post‐purchase perceived value and relationship quality in the explanation of loyalty behaviour/intentions.
Abstract
Purpose
The purpose of this paper is to justify the central role played by post‐purchase perceived value and relationship quality in the explanation of loyalty behaviour/intentions.
Design/methodology/approach
The paper starts from a conceptual framework based on agency theory. From this theoretical base the concepts of post‐purchase perceived value and relationship quality are derived. The causal model is tested on a sample of hospital users.
Findings
The results show that perceived functional value exercises a significant influence over consumer satisfaction and trust. The main antecedents of loyalty are trust and satisfaction.
Research limitations/implications
The analysis has focussed on two hospitals, so the sample, though sufficient, is restricted to two specific cases.
Practical implications
The recommendation is that firms should introduce into their strategies the concept of perceived value, overcoming a vision excessively focussed on quality.
Originality/value
The paper has adapted a previous model to identify the antecedents of loyalty. The antecedents that have been identified up to now are highly speculative.
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Miguel A. Moliner, Javier Sánchez, Rosa M. Rodríguez and Luís Callarisa
The purpose of this paper is to study the formation of a consumer's attitude towards a supplier, given the identification of the key indicators of perceived relationship quality…
Abstract
Purpose
The purpose of this paper is to study the formation of a consumer's attitude towards a supplier, given the identification of the key indicators of perceived relationship quality, and their links with one another and with the perceived value of a purchase.
Design/methodology/approach
Three cities were chosen, in different regions of Spain, and of different sizes. A total of 402 valid interviews were carried out in two industries: tile manufacturing and tourism. The selection procedure was random.
Findings
The results show that the consumer's satisfaction is the main basis for perceived relationship quality. The paper likewise verifies the importance of transaction‐level evaluations for perceived relationship quality. The automatic affective reactions generated in the consumer in the first moments, and the social impact of the purchase, are aspects that determine perceived relationship quality. The paper also looks at the importance of considering commitment as an attitude.
Research limitations/implications
The intention to repurchase should be incorporated, together with the social norms identified, in the model of Fishbein and Ajzen.
Practical implications
To gain a customer's loyalty it is necessary to achieve his/her satisfaction. A supplier must pay attention to customers' trust and commitment throughout all transactions. Suppliers must take care of the quality of their products and the attention given by the contact personnel, paying special attention to certain emotional aspects relating to customers' enjoyment of the product and to their stay in the sales outlet during the process of deciding to purchase.
Originality/value
The paper clarifies two new concepts, perceived value and the quality of the relationship, and empirically verifies the causal relationship between them, in two different industries.
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Enrique Bigné, Miguel A. Moliner and Javier Sánchez
The main aim of the paper is to study the causal relationship between two constructs, perceived quality and satisfaction, in the particular case of multiservice organisations…
Abstract
The main aim of the paper is to study the causal relationship between two constructs, perceived quality and satisfaction, in the particular case of multiservice organisations. These organisations offer a range of services to their customers, so that evaluation of perceived overall quality and of satisfaction is more complex than that of a single service. The study centres on two publicly‐owned multiservice organisations: hospitals, and universities. The particular nature of multiservice organisations is that, when dealing with the influences of the dimensions of perceived quality, it is necessary to take into consideration not only the perceived quality of each of the services, but also the perceived overall quality of the multiservice organisation and the overall satisfaction with it.
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Vicent Tortosa, Miguel A. Moliner and Javier Sánchez
The purpose of this paper is to analyse the influence that internal marketing, represented by internal market orientation (IMO), might have on the internal aspects (satisfaction…
Abstract
Purpose
The purpose of this paper is to analyse the influence that internal marketing, represented by internal market orientation (IMO), might have on the internal aspects (satisfaction of contact personnel) and external aspects (customer satisfaction and perceived quality of service) of organisational performance.
Design/methodology/approach
Interviews were carried out with all the cashiers of the 16 branches of a small, local credit institution, and with 160 customers who normally operate with this bank.
Findings
The results show that employee orientation or internal market orientation, through the dimension informal generation of information, influences the satisfaction of contact personnel, the quality of service perceived by the customer and, through the latter, the customer's satisfaction. It also corroborates the influence exerted by the contact personnel's satisfaction on the perception of quality and on the satisfaction of the customer receiving the service.
Research limitations/implications
The main limitation of the study is that it analyses a single financial entity, with the characteristics and behaviours that the latter has in its relationship with its employees.
Practical implications
One of the key elements for achieving quality in the service offered by the contact personnel is to achieve their satisfaction. For this, it is necessary for firms to adopt an employee or internal marketing orientation so that the contact personnel come to perceive fair treatment and special attention by managers towards them and their work.
Originality/value
The paper verifies the validity and reliability of the internal market orientation construct (IMO) as a scale of measurement of the internal marketing concept in a different business sector and with a different methodology from those dealt with in the literature. It also demonstrates empirically the influence of IMO on variables internal to the organisation (satisfaction of contact personnel) and external to it (customer's satisfaction and the quality he/she perceives).
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Luis J. Callarisa Fiol, Miguel A. Moliner Tena and Javier Sánchez García
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…
Abstract
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 cluster.
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Diego Monferrer Tirado, Miguel Angel Moliner Tena and Marta Estrada
This study aims to examine the co-creation of customer experiences at different levels in service ecosystems, analyzing the case of a tourist destination.
Abstract
Purpose
This study aims to examine the co-creation of customer experiences at different levels in service ecosystems, analyzing the case of a tourist destination.
Design/methodology/approach
A questionnaire was designed based on previously validated scales. The questionnaire was distributed through the social media platforms Facebook and Instagram. The survey yielded 1,476 valid responses for three types of destinations. Structural equation modeling and multigroup analysis were performed to test the hypotheses.
Findings
Aggregate service experience and memorable customer experience (MCE) in service ecosystems are determined by customer experiences at a dyadic level. Service experience at the ecosystem level is formed from ordinary experiences at the actor level, while MCE is formed from extraordinary experiences at the dyadic level. The type of ecosystem moderates the relationships between the variables but does not alter the importance of each of them.
Originality/value
The relationship between the co-creation of customer experiences at different levels of service ecosystems (dyadic vs aggregate) is addressed. A relationship is established between the ordinary and extraordinary character of experiences and their memorability at the ecosystem level.
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Miguel Ángel Moliner-Tena, Lucio Hernández-Lobato, Juan Carlos Fandos-Roig and María Magdalena Solís-Radilla
This paper aims to establish the causal relationship between destination image and tourist motivation and engagement.
Abstract
Purpose
This paper aims to establish the causal relationship between destination image and tourist motivation and engagement.
Design/methodology/approach
A causal model with seven hypotheses was tested into a sample of 438 domestic tourists in Acapulco (Mexico).
Findings
Cognitive destination image is the main antecedent of tourist engagement, exerting an important direct and indirect effect through push and pull motivations. Affective image also exerts a direct effect on tourist engagement and an indirect effect through push and pull motivations. Only pull motivations exert an influence on tourist engagement.
Research limitations/implications
The study is based on domestic tourists at a sun and beach destination.
Practical implications
Destination management organisations should invest in the care, improvement and promotion of tourism resources. Online and offline communication campaigns should be based on tourism resources and experiences.
Originality/value
This paper fulfils three research gaps: destination image is associated with tourist engagement; tourist motivations affect tourist engagement; and destination image is associated with tourist motivations.
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Diego Monferrer, Miguel Angel Moliner and Marta Estrada
This study aims to determine the main antecedents of customer engagement (market orientation, satisfaction, emotions and self-brand connection) and the relationship between…
Abstract
Purpose
This study aims to determine the main antecedents of customer engagement (market orientation, satisfaction, emotions and self-brand connection) and the relationship between customer engagement and customer loyalty in the retail-banking context.
Design/methodology/approach
A theoretical model of effects is tested using dyadic methodology, based on 225 dyads (bank branch manager–average of five branch customers). The authors use structural equation modelling (EQS 6.1) to test the relationships.
Findings
The results reveal a strong relationship between customer engagement and customer loyalty. Satisfaction is the main antecedent of customer engagement. Self-brand connection and emotions during the service also have a significant influence. Finally, branch market orientation has a positive influence on satisfaction and emotions.
Research limitations/implications
The first concerns the transversal data used. Geographical context is the second limitation. Third, the study sample only included customers with experience of the financial services of a specific bank (online customers are not included). Finally, the dyads are based on the opinion of the branch manager, on one hand, and an average of five customers per branch, on the other.
Practical implications
The combination of the branding strategy at the corporate level and the relationship marketing strategy at branch office level creates a situation in which customer engagement and customer loyalty can thrive. The communication campaigns designed to promote the brand image and associate brand values with the personality of the banks’ current and potential customers help to create an emotional bond that represents a switching cost for the customer. The moments of truth in branch offices are crucial aspects in the retail bank strategy.
Originality/value
First, from the conceptual perspective, it establishes a direct relationship between customer engagement and customer loyalty. Second, it empirically tested Pansari and Kumar’s (2017) customer engagement framework, which establishes customer satisfaction and customer emotions as the antecedents of customer engagement. Third, the study took an innovative step in establishing two levels of customer emotions in the retail bank context: emotions generated by corporate branding and emotions that arise during the experience of purchase and consuming. Fourth, the study shows that the market orientation adopted not at the macro corporate level but at the individual branch level is crucial to the generation of positive relational outcomes in the service the customer receives. The fifth contribution is related to the fact that the research streams associated with market orientation and relationship quality have traditionally been studied in isolation.
Propósito
Este estudio identifica los principales antecedentes del compromiso del cliente (orientación al mercado, satisfacción, emociones y conexión con la propia marca) así como la relación entre compromiso y lealtad en la banca minorista.
Metodología
Se contrasta un modelo de efectos utilizando la metodología de diadas, basada en 225 asociaciones (director de la sucursal bancaria-promedio de cinco clientes por sucursal). Las relaciones se contrastan usando SEM (EQS 6.1).
Limitaciones
El trabajo presenta diversas limitaciones como son el empleo de datos transversales, su aplicación en el mercado español, la inclusión de exclusiva de clientes con experiencia con un banco específico y no operan exclusivamente online. Por último, las díadas se basan en la opinión del director de la sucursal, por un lado, y de una media de cinco clientes por sucursal, por otro.
Implicaciones
La combinación de la estrategia de marca a nivel corporativo y la estrategia de marketing relacional a nivel de sucursal crea una situación en la que el compromiso y la lealtad del cliente pueden desarrollarse. Las campañas de comunicación diseñadas para promover la imagen de marca y asociar los valores de marca con la personalidad de clientes actuales y potenciales ayudan a crear un vínculo emocional que supone un coste de cambio para el cliente. Los momentos de verdad en las sucursales son aspectos cruciales en la estrategia de la banca minorista.
Originalidad
Primero, se establece una relación directa entre el compromiso y la lealtad del cliente. Segundo, se contrasta la satisfacción y las emociones del cliente son antecedentes del compromiso. Tercero, se establecen dos niveles de emociones del cliente en banca minorista: las generadas por el branding corporativo y las que surgen durante la experiencia de compra. Cuarto, el estudio muestra que la orientación de mercado adoptada a nivel de oficina es crucial para generar resultados relacionales positivos con el cliente. Quinto, se combinan las corrientes de investigación asociadas con la orientación al mercado y la calidad de las relaciones.
Palabras clave
Compromiso del cliente, Lealtad del cliente, Satisfacción, Emociones, Orientación al mercado, Banca minorista
Tipo de artículo
Trabajo de investigación
Details
Keywords
Miguel Angel Moliner-Tena, Juan Carlos Fandos-Roig, Marta Estrada-Guillén and Diego Monferrer-Tirado
The purpose of this paper is to analyze consumer trust during a financial crisis, studying its antecedents and consequences. The perceptions of older and younger consumers are…
Abstract
Purpose
The purpose of this paper is to analyze consumer trust during a financial crisis, studying its antecedents and consequences. The perceptions of older and younger consumers are also compared.
Design/methodology/approach
The theoretical model of trust formation is tested on a random sample of 634 individuals from the three largest Spanish cities, Madrid, Barcelona and Valencia, in a period of economic crisis. Structural equation models were used to verify the global hypothesized relationships. Additionally, the total sample was divided into two groups (younger and older consumers) in order to test the moderating effect of age in the proposed relationships.
Findings
In a period of financial crisis, older consumers’ trust is protected by an emotional and experiential shield from the effects of negative news in the surrounding environment. In contrast, trust, although important, is not the core variable for the younger segment, whose preferences are the consequence of a broad range of cognitive and emotional variables.
Research limitations/implications
This research was carried out on financial services. Emotional, relational and experience-linked variables acquire greater importance as the individual gets older, in contrast to more cognitive evaluations. The difference between the younger and the older segments is that the cornerstone of older consumers’ attitudinal loyalty is trust, whereas for younger people, it is positive switching costs or rewards. Further research on the proposed conceptual model across different industries and countries is needed to determine the generalizability and consistency of the findings from this study.
Practical implications
This paper has significant managerial implications. The authors believe that the best strategy for a bank during a period of crisis is to follow a customer-friendly orientation, as in the case of banks that took a long-term vision to look after their brand image. The study draws banking companies’ attention to the importance of using age as a segmentation criterion.
Originality/value
Based on the life-course paradigm, a theoretical model of trust formation is performed. In a period of economic crisis, trust becomes the key variable in determining older consumers’ preferences.