Jesús Cambra-Fierro, Lia Patrício, Yolanda Polo-Redondo and Andreea Trifu
Customer–provider relationships unfold through multiple touchpoints across different channels. However, some touchpoints are more important than others. Such important touchpoints…
Abstract
Purpose
Customer–provider relationships unfold through multiple touchpoints across different channels. However, some touchpoints are more important than others. Such important touchpoints are viewed as “moments of truth” (MOTs). This study examines the impact of a series of touchpoints on an MOT, and the role MOTs play in determining future profitability and other behavioral outcomes (e.g. customer retention and customer cross-buy) in a business-to-business (B2B) context.
Design/methodology/approach
Building upon social exchange theory, a conceptual model is proposed and tested that examines the impact of human, digital, and physical touchpoints and past MOTs on customer evaluation of a current MOT and on future customer outcomes. This research employs a longitudinal methodology based on a unique panel dataset of 2,970 B2B customers.
Findings
Study results show that all touchpoints significantly contribute to MOTs, while human and physical touchpoints maintain their primacy during MOTs. The impact of MOTs on future customer outcomes is also demonstrated.
Practical implications
This study highlights the need for prioritizing human and physical touchpoints in managing MOTs, and for carefully managing MOTs across time.
Originality/value
Given its B2B outlook and longitudinal approach, this research contributes to the multichannel and interactive marketing literature by determining relevant touchpoints for B2B customers.
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Laura Lucia-Palacios, Raúl Pérez-López and Yolanda Polo-Redondo
This paper aims to demonstrate that stress is a relevant feeling to take into account in mall experience and customer satisfaction management. Furthermore, it is proposed that its…
Abstract
Purpose
This paper aims to demonstrate that stress is a relevant feeling to take into account in mall experience and customer satisfaction management. Furthermore, it is proposed that its effects on mall experience and satisfaction differ depending on shopping motivation and frequency.
Design/methodology/approach
The method is based on seemingly unrelated regressions models and data were obtained through a survey of 1,088 mall clients. Mall experience is addressed through customer cognitive and affective responses. Both terms together with stress and customer satisfaction with the mall are constructs measured by seven-point Likert scales. Exploratory and confirmatory factor analyses were conducted to validate these measures.
Findings
The results show that stress reduces customers’ affective response and satisfaction. The effect of low levels of stress on customer affective response is less negative for frequent shoppers, and the influence of high levels on satisfaction is less negative for them. Furthermore, stress has a U-shaped effect on customers’ cognitive response, an effect that is reduced for frequent shoppers.
Practical implications
Mall managers should try to reduce stress in the management of their customers’ experience. Moreover, they should increase the shopping frequency of their clients by implementing marketing strategies, such as frequency programs and serial concerts, and assist shoppers in reorganizing their shopping goals by implementing organizing tools and new recommendations and suggestions.
Originality/value
Given that previous work on shopping stress is scarce, this paper expands the extant literature by analyzing its effects on mall experience and customer satisfaction. Furthermore, it shows that these effects may vary depending on shopping frequency and motivation.
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Laura Lucia-Palacios, Raúl Pérez-López and Yolanda Polo-Redondo
The aim of this paper is to examine the effects of the disconfirmation of expectations of crowding and mall accessibility, on stress and two marketing outcomes, satisfaction and…
Abstract
Purpose
The aim of this paper is to examine the effects of the disconfirmation of expectations of crowding and mall accessibility, on stress and two marketing outcomes, satisfaction and promoter scoring.
Design/methodology/approach
Data were obtained through two face-to-face surveys from mall shoppers that answered them at two different moments of their shopping experience, before entering the mall and before leaving it. Results are obtained from 230 customers that answered the two questionnaires.
Findings
The findings suggest that stress indirectly influences customer promoter scoring through satisfaction, while disconfirmation of expectations influences it directly and indirectly.
Practical implications
These results also suggest that stress and disconfirmation of expectations about crowding and accessibility are important in determining promoter scoring. To reduce stress and increase satisfaction and promoter scoring, managers should focus on exceeding customers' expectations about mall accessibility and on ensuring that customers experience a lower level of crowding than they expected.
Originality/value
The article examines Net Promoter Scoring, an outcome that has attracted managers' attention but little is known about its antecedents. The paper provides evidence of the effect of disconfirmation of expectations and negative emotions on promoter scoring.
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Lucio Fuentelsaz, Juan Pablo Maicas‐López and Yolanda Polo
This paper is devoted to a consideration of the present‐day situation faced by the digital economy. The appearance of this phenomenon as one of the basic pillars of modern…
Abstract
This paper is devoted to a consideration of the present‐day situation faced by the digital economy. The appearance of this phenomenon as one of the basic pillars of modern economies has provoked increasing interest in academic circles which, for the moment, is not fully reflected in the economic literature. Against this background, the central aim of this study is to synthesise the current state of the question, accepting the limitations imposed on such an exercise that is supposed by the scarcity of sources alluded to earlier. Qualitative research in this area has concentrated on the strategies that generate competitive advantages in a digital economy scenario. We follow this line by focusing on this question, trying to determine whether these studies converge in terms of proposals that can be used as a reference point for firms operating in virtual markets. Establishing the foundations of this new scenario is essential in order to consolidate the digital economy as an independent discipline.
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Jorge Matute, Yolanda Polo-Redondo and Ana Utrillas
With the expansion of internet as a tool for exchanging information, companies include in their websites a virtual space to share information among users. The purpose of this…
Abstract
Purpose
With the expansion of internet as a tool for exchanging information, companies include in their websites a virtual space to share information among users. The purpose of this paper is to explore the characteristics of consumers’ reviews (electronic word-of-mouth quantity, credibility and quality) as antecedents of customers’ online repurchase intentions. Specially, it proposes a model where trust on an online seller and perceived usefulness of a website mediate the influence of electronic word-of-mouth (EWOM) characteristics on repurchase intentions.
Design/methodology/approach
Structural equation modeling was employed on a sample of 252 online customers. An online questionnaire was aimed at internet users who had previously made an online purchase and read online reviews received from the vendor’s website.
Findings
Results show that only EWOM quality has a positive direct effect on consumers’ repurchase intention while quantity has a negative influence. Perceived usefulness mediates the influence of all EWOM characteristics on online repurchase intention. EWOM credibility and quality also indirectly influence repurchase intentions through trust on the online vendor.
Practical implications
This paper outlines ways to improve managerial implications by developing mobile applications or websites where the reviews have an appropriate volume and quality of information. Moreover, it suggests general advice to present online reviews in a useful manner to users who visit these websites.
Originality/value
This study is one of the first to propose an integrative model that studies in depth the three main EWOM characteristics and customer responses for understanding their repurchase behavior.
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Laura Lucia-Palacios, Victoria Bordonaba-Juste, Yolanda Polo-Redondo and Marko Grünhagen
The purpose of this paper is to examine the impact of e-business implementation (in terms of internal integration and external diffusion) on organizational performance through the…
Abstract
Purpose
The purpose of this paper is to examine the impact of e-business implementation (in terms of internal integration and external diffusion) on organizational performance through the mediating effects of differentiation, enterprise agility, customer relationship development and partner attraction.
Design/methodology/approach
A survey of franchisors was conducted across the USA and Spain. Before running the model, the paper tests for measurement invariance across the two country samples. The paper uses structural equation modeling to test the conceptual model.
Findings
The results of the measurement invariance suggest that all the constructs supported this characteristic, except for internal integration. External diffusion leads to differentiation, enterprise agility, relationship development and partner attraction for American and Spanish firms. However, internal integration has no impact on any outcome in the USA while, for Spanish firms, it has a positive and direct effect on economic performance. The full mediating role of non-financial performance between external diffusion and organizational performance depends on the country analyzed. While differentiation and relationship development fully mediate this relationship in the US sample, in the Spanish sample, the advantages of external diffusion are transferred through differentiation, enterprise agility and partner attraction.
Practical implications
–The paper suggests that franchise firms should not focus on the direct effect of e-business implementation on performance. Instead, franchisors should consider that its effect on performance is achieved through greater differentiation, relationship development, enterprise agility and partner attraction. So, the paper suggests that franchisors should think about the long-term effects of the advantages obtained from implementing e-business.
Originality/value
This study contributes to IS research by identifying the link between internal integration and external diffusion and organizational performance through the examination of the mediating role of non-financial performance measures in two countries. Compared with previous research, the paper first analyzes measurement invariance across countries to provide unbiased results.
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Jesús J. Cambra‐Fierro and Yolanda Polo‐Redondo
This article seeks to analyze the concept of the long‐term orientation of relationships in the supply chain (SC). This research aims to study interactions between satisfaction and…
Abstract
Purpose
This article seeks to analyze the concept of the long‐term orientation of relationships in the supply chain (SC). This research aims to study interactions between satisfaction and commitment with the relational perspective of firm‐supplier relationships.
Design/methodology/approach
The establishment of a “post‐satisfaction” framework is necessary. A model based on structural equations is used to test the set of hypotheses.
Findings
The findings show that cooperation, communication, satisfaction, proved trust and commitment explain the long‐term orientation of the relationships in the SC.
Research limitations/implications
This research only considers the buyer's perspective. The article considers some implications relating to different profiles of trust.
Practical implications
The article includes several implications about how to communicate with customers and suppliers, how to cooperate with customers and suppliers, why buyers trust suppliers, how buyers perceive satisfaction, and how buyers commit to suppliers.
Originality/value
This research, based on its “post‐satisfaction” approach, aims to complete the framework proposed by Cambra and Polo. Ideas related to the evolution of trust (“previous” vs “proved” trust) are discussed.
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Jesús J. Cambra‐Fierro and Yolanda Polo‐Redondo
The purpose of this research paper is to analyze the concept of satisfaction in firm‐supplier relationships.
Abstract
Purpose
The purpose of this research paper is to analyze the concept of satisfaction in firm‐supplier relationships.
Design/methodology/approach
A quantitative approach is considered in the study. The paper offers a set of scales to analyze the main antecedents of the relationship quality concept. Causal relations are also analyzed by testing a model based on structural equations.
Findings
Cooperation, communication, trust and adaptation to expectations explain satisfaction. Proposals for further research related to commitment and long‐term orientation of supply relationships are also included.
Research limitations/implications
This paper takes the Spanish context as reference. Generalization of the conclusions should begin with a previous analysis to consider the similarities and differences between contexts. The data of the research are based on the buyer's perspective.
Practical implications
Suppliers are able to identify elements affecting satisfaction. In order to establish lasting relationships, suppliers must identify the real needs of companies. They must also manage cooperation, communication and trust. The model and measurement scales could easily be adapted beyond the dyad and beyond the whole demand‐supply chain. The conclusions could be valuable to both buyers and sellers.
Originality/value
The paper highlights that some works published in Supply Chain Management: An International Journal indicate that the factors determining company‐supplier relationships have to be thoroughly studied and additional models explaining these relationships have to be tested.
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Julio Jimenez, Angel Martinez, Luis Navarro, Yolanda Polo and Luis Tomas
Studies the process of implementing industrial robots in Spanishindustry. Most of the firms surveyed already had experience ofautomation and used the first robot to gain…
Abstract
Studies the process of implementing industrial robots in Spanish industry. Most of the firms surveyed already had experience of automation and used the first robot to gain experience of this new technology. The training and integration of staff in the project, the firm′s technology level and support from top management were found to be the factors which have the most influence on producing positive results when robots are introduced.
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Eva Martinez, Yolanda Polo and Carlos Flavián
The diffusion process of an innovation, whether it be a product, a service or an idea, will vary in function of the characteristics of that innovation, as well as of the agents to…
Abstract
The diffusion process of an innovation, whether it be a product, a service or an idea, will vary in function of the characteristics of that innovation, as well as of the agents to whom it is directed. The objective of this paper is to differentiate the behaviour of the different adopter categories that emerge at the time of the adoption of new products. Uses the methodology proposed by Mahajan et al., based on the Bass model, which allows for a distinction to be drawn between five categories of adopters, namely innovators, early adopters, early majority, late majority and laggards, with reference to the acceptance process for new consumer durables. This is employed in an empirical application carried out with respect to the adoption of various consumer durables that are frequently found in the majority of households, whilst the demographic and socio‐economic characteristics of the individuals who make up each adopter category are used in order to differentiate their behaviour.