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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.

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.

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.

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

This study aims to analyse how consumers' perceptions of justice in a service recovery scenario vary, not only due to the company's actions but also due to the comparisons they make with the experiences of other consumers.

Based on justice theory, social comparison theory and referent cognitions theory, this study describes an eight-scenario experiment with better or worse interactional, procedural and distributive justice (better/worse interactional justice given to other consumers) × 2 (better/worse procedural justice given to other consumers) × 2 (better/worse distributive justice given to other consumers).

First, consumers' perceptions of interactional, procedural and distributive justice vary based on the comparisons they draw with other consumers' experiences. Second, the results confirmed that interactional justice has a moderating effect on procedural justice, whereas procedural justice does not significantly moderate distributive justice.

First, based on justice theory, social comparison theory and referent cognitions theory, we focus on the influence of the treatment received by other consumers on the consumer's perceived justice in the same service recovery situation. Second, it is proposed that the three justice dimensions follow a defined sequence through the service recovery phases. Third, to the best of the authors' knowledge, this study is the first to propose a multistage model in which some justice dimensions influence other justice dimensions.

: 本研究擬探討在服務補救的處境裡, 消費者對公平的看法不但會受公司的行動所影響, 同時也會因他們與其他消費者的經驗作比較而有所改變。

: 本研究根據正義理論、社會比較理論和參照認知理論, 描述一個涵蓋八個處境的實驗, 實驗包含更好的或更差的互動的、程序上的和分配性的公平 (給予其他消費者更好的/更差的互動公平) × 2(給予其他消費者更好的/更差的程序上的公平) × 2 (給予其他消費者更好的/更差的分配性的公平)。

: 研究結果顯示, 消費者對互動的、程序上的和分配性公平的看法, 是會根據他們與其他消費者的體驗所作的比較而有所改變; 研究結果亦確認了互動的公平對程序上的公平會有調節作用, 而程序上的公平對分配性的公平則沒有顯著的調節作用。

: 首先, 我們根據正義理論、社會比較理論和參照認知理論, 把研究焦點放在於相同的服務補救情景中, 其他消費者受到的待遇, 如何影響消費者自身的認知公平; 另外, 我們建議, 這三個公平維度, 在各個服務補救階段裡, 均會跟隨一個清晰的次序。最後, 就研究人員所知, 本研究為首個提出一個公平維度互為影響的多階段模型的研究。

This research proposes studying how the moderating role of consumers' familiarity with a food product with a protected denomination of origin (PDO) influences consumer behavior. Past research has ascertained that consumers confuse different brands and PDOs. For this reason, it is important to analyze whether the level of consumers' experience with PDO food products influences their decisions.

Structural equations and multi‐sample models were applied to measure the effect of familiarity on the relations between perceived risk, trust, satisfaction, loyalty and buying intention in a PDO food product. The consumer was asked to indicate his/her level of agreement or disagreement with a series of statements based on a seven‐point Likert scale. After the completion of the fieldwork, an analytic process (exploratory and confirmatory reliability analysis) was performed and 414 valid questionnaires were obtained.

Results indicate that all the relationships proposed in the structural equation model between perceived risk, trust, satisfaction, loyalty and buying intention of the air‐cured ham “Jamón de Teruel” were accepted. Multi‐sample model results suggest that there are significant differences between consumers with high and low levels of familiarity in the influence of trust on satisfaction, as well as in the influence of satisfaction on loyalty. In consumers with greater familiarity and experience with the PDO, the effects of trust on satisfaction and satisfaction on loyalty are higher.

As a result of the study's findings with respect to the moderating role of greater familiarity with the PDO, managers should design marketing strategies to emphasize two main factors, intrinsic and extrinsic quality attributes, of PDO food products that make them unique.

The study emphasizes the importance of investigating the moderating effect of familiarity with a food product certified with a PDO and provides new insight into the necessity of consumers being able to differentiate the PDO from other brands in the food market.

The purpose of this study is to determine how a failure in the treatment received by consumers influences their intention to revisit a hotel, to recommend a hotel or to complain to a third party. The authors analyse perceived interpersonal justice, the role played by past encounters and the influence of consumer gender in a hotel recovery process.

Using experimentation methodology applied to the hotel sector, the authors present four scenarios in a 2 × 2 (interpersonal justice/no interpersonal justice, prior experience/no prior experience) design with a sample of 352 consumers.

The results obtained highlight the importance of interpersonal justice in a situation of service failure and the influence that prior experience and gender exert in the context of the hospitality industry. The study provides empirical evidence that, in a service failure setting, behavioural intentions (word of mouth, third-party complaints and intention to revisit) are conditioned by three different consumer characteristics, one affective (perceived interpersonal justice of the service provided), one cognitive (knowledge as a result of prior experience) and one socio-demographic (gender, important because of the differences between male and female consumer behaviour).

This study proposes using the social cognitive theory in a service recovery process within a hospitality industry context. This theory has been successfully exploited in different areas, but in marketing research (especially in studies about service failure and recovery), it has not been applied. However, its use in marketing is particularly interesting because, through the consideration of three variables (perceived interpersonal justice, prior experience and consumer gender), the service provider could obtain knowledge from consumers interactions to help develop a better and more successful recovery system.