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Article
Publication date: 11 April 2016

Martina G. Gallarza, Francisco Arteaga-Moreno, Giacomo Del Chiappa and Irene Gil-Saura

Within the abundant and not always unanimous body or research on conceptual and methodological approaches to consumer value in services, there are two areas of relative…

Abstract

Purpose

Within the abundant and not always unanimous body or research on conceptual and methodological approaches to consumer value in services, there are two areas of relative consensus: the multidimensional nature of value (intra-variable approach) and the existence of causal relations with other constructs (inter-variable approach). This work aims to contribute additional knowledge in both areas, with a joint approach in a structural model tested for hospitality services.

Design/methodology/approach

The study proposes four scales of intrinsic values (entertainment, aesthetics, ethics and spirituality as relaxation), based on Holbrook’s (1999) value typology, and a casual model to be used to measure the relationships between these four values and overall perceived value, satisfaction and loyalty. The model is tested with PLS on a sample of 585 hotel guests on the island of Sardinia (Italy).

Findings

The psychometric properties of all four value scales, created ad hoc, are tested and approved. Results on the causal model show contrasted links on the intra-variable approach, entertainment, aesthetics and spirituality (measured as relaxation), are positive antecedents of perceived value, while the path ethics-overall value is not confirmed. The value–satisfaction–loyalty chain is fully confirmed, with strong linkages.

Research limitations/implications

The authors acknowledge the use of a convenience sample, of mainly leisure tourists.

Practical implications

The implications for managers are derived on the need of considering extra drivers (intrinsic and therefore fully experiential) of satisfaction and loyalty.

Originality/value

Research on value has been qualified as not univocal and controversial. This study adds knowledge on the use of four less common value types (intrinsic ones) and sheds light on their nature as antecedents of the well-known value–satisfaction–loyalty chain.

Details

Journal of Services Marketing, vol. 30 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 21 August 2017

Martina G. Gallarza, Francisco Arteaga, Giacomo Del Chiappa, Irene Gil-Saura and Morris B. Holbrook

In the fertile line of research on consumer value from the services literature, a gap exists between theoretical and empirical knowledge, in particular regarding…

Abstract

Purpose

In the fertile line of research on consumer value from the services literature, a gap exists between theoretical and empirical knowledge, in particular regarding Holbrook’s conceptual value framework. The purpose of this paper is to find construct validity for a multidimensional value scale based on Holbrook’s proposal.

Design/methodology/approach

Based on a literature review, a qualitative phase, and consultation with an expert, eight value scales (efficiency, service quality, play, aesthetics, status, esteem, ethics, and escapism as an adaptation of spirituality) are tested on a sample of 585 hotel customers and are further analyzed with simple and partial correlations, multiple regressions, and structural modeling.

Findings

Following the literature on the merits of Holbrook’s value typology, results are presented in three concatenated phases: validation of Holbrook’s eight value scales corresponding to his eight value types; interrelationships between these value types showing a predominance of the extrinsic-intrinsic and self-other dimensions; and construction of six indices based on the 2×2×2 matrix (self, other, extrinsic, intrinsic, active, and reactive) and a value index as a higher-order representation. The results support Holbrook’s typology, thereby supporting construct validity for the multidimensional scales.

Research limitations/implications

Implications for further conceptual research on value are presented. Meanwhile, the empirical study is context-specific, i.e. related to a hospitality experience.

Originality/value

Although Holbrook’s typology has gained widespread attention, to the best of the authors’ knowledge, no previous research has tested all eight value types simultaneously in the same empirical work.

Details

Journal of Service Management, vol. 28 no. 4
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 21 August 2017

María Fuentes-Blasco, Beatriz Moliner-Velázquez and Irene Gil-Saura

The literature recognizes the need to study differences in consumer behavior in highly competitive and dynamic markets. In this paper, the authors look at how the…

Abstract

Purpose

The literature recognizes the need to study differences in consumer behavior in highly competitive and dynamic markets. In this paper, the authors look at how the heterogeneous evaluation of retailing influences customer satisfaction and loyalty. The purpose of this paper is to analyze unobserved heterogeneity on customer value dimensions perceptions in retail establishments, and their potential effects on positive forms of behavioral outcomes considering customer satisfaction as a mediating variable.

Design/methodology/approach

On a sample of 820 retail customers, the authors apply a finite mixture structural equation modeling that analyzes unobserved heterogeneity simultaneously. In this model, the authors study the influence of heterogeneous perceptions of excellence, efficiency, entertainment and aesthetics on customer satisfaction and of satisfaction on word-of-mouth (WOM) referral and WOM activity.

Findings

The results show two latent segments where the intensity of causal relations varies, which means that the effect of value dimensions and satisfaction are over or underestimated when heterogeneity is ignored.

Originality/value

The main value of the paper has been to analyze the potential heterogeneity of value dimensions (intravariable approach), and their links with satisfaction and some dimensions of loyalty (intervariable approach). Customer heterogeneity must be studied to understand the satisfaction process and WOM responses in order to design more efficient and effective relationship marketing strategies.

Details

Management Decision, vol. 55 no. 7
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 10 December 2019

Antonio Marín-García, Irene Gil-Saura and M. Eugenia Ruíz-Molina

In the current dynamic and competitive environment in which retail companies operate, store equity is a differentiating factor. In view of the scarce research found…

Abstract

Purpose

In the current dynamic and competitive environment in which retail companies operate, store equity is a differentiating factor. In view of the scarce research found regarding the links between the variables traditionally related to brand equity (store awareness, store image, store perceived quality and store loyalty) and innovation, sustainability and the global retail equity, this study aims to examine these links in depth.

Design/methodology/approach

For a sample of 510 customers of grocery retail establishments and with the help of a structured questionnaire, the relationships between the variables defined in this research were examined using a structural equations model.

Findings

The authors find evidence in favor of the positive influence of innovation and sustainability on the variables related to brand equity. Likewise, store loyalty to the establishment, influenced by store image and perceived quality, emerges as a key variable in the construction of global brand equity.

Research limitations/implications

This study shows that innovation and sustainability have a significant impact on the variables traditionally linked with brand equity.

Practical implications

This research shows that new business models should be created through more innovative and sustainable businesses. In this sense, the managers of retail stores should direct their efforts toward actions aimed at implementing innovation, as well as provide evidence of the sustainability of the store’s activities, with the purpose of improving the perception that consumers have of the store.

Originality/value

The results of this research support the role of store loyalty as key element of brand equity. Also, to the best of authors’ knowledge, this is the first study that addresses the relationship that innovation and sustainability have with the variables linked to store equity.

Details

Journal of Product & Brand Management, vol. 29 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 5 February 2020

Martina G. Gallarza and Irene Gil Saura

Consumer value (CV) is endemic to marketing, and therefore, it is a crucial notion to understand the evolution of tourism research. This paper aims to review the main…

Abstract

Purpose

Consumer value (CV) is endemic to marketing, and therefore, it is a crucial notion to understand the evolution of tourism research. This paper aims to review the main achievements made on CV in tourism and hospitality literature and also the shortcomings and propose avenues for future research on tourism through the lens of CV.

Design/methodology/approach

Through relevant citations from 1975 to 2020, a figure describes diachronically the role of CV in different paradigm flaws, both pre and post digitization: experiential consumption in the 1980s, service quality-satisfaction discussion in early 1990s, customer relationship in late 1990s and Service Dominant Logic in 2000s and beyond.

Findings

Tourism services have been preferred fields for inquiry on CV, helping to describe the idiosyncrasy of nearly all tourism consumption settings. Although there is not a clear picture on the number and nature of value dimensions (intra-variable perspective), nor in the direct and indirect effects on the quality-value-satisfaction-loyalty chain (inter-variable), new CV frameworks favor ecosystems of value (different stakeholders, different times and places and mixed motivations) in more comprehensive models.

Originality/value

This paper depicts how CV has contributed to tourism development as a behavioral science through the past 75 years. Moreover, it preconizes that CV is still a valid construct to address all new challenges of human beings as tourists, either online or offline, by enlightening phenomena such as e-value co-creation, over-tourism, peer-to-peer consumption and the power of tourism transformative value.

Details

Tourism Review, vol. 75 no. 1
Type: Research Article
ISSN: 1660-5373

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Article
Publication date: 30 May 2019

Beatriz Moliner-Velázquez, María Fuentes-Blasco and Irene Gil-Saura

This study aims to examine how technologies contribute to consumer loyalty in the tourist industry. To achieve this objective, information and communication technology…

Abstract

Purpose

This study aims to examine how technologies contribute to consumer loyalty in the tourist industry. To achieve this objective, information and communication technology (ICT) development and electronic word-of-mouth (eWOM) are analysed to explore their direct and indirect effects on satisfaction and loyalty dimensions. The moderating role of customer characteristics (personal and experience-related variables) is also considered to study the complex relationship between satisfaction and loyalty.

Design/methodology/approach

A quantitative study based on a questionnaire structured was developed. The survey was conducted with 386 guests from Spanish hotels. SEM methodology is applied to estimate the structural equation model and multi-group analysis.

Findings

Results confirm significant relationships in the sequence “ICT advancement-satisfaction with ICT-satisfaction with hotel-loyalty”, the mediating effect of eWOM and the moderating effects of the customer characteristics.

Practical implications

ICT can be a key element to improve loyalty and differentiate from competitors. Managers should recognise that customers will have different loyalty behaviours according to their personal characteristics and type of experience.

Originality/value

This paper contributes to the recent and still scanty research line on ICT advancement from the consumer perspective. The novelty lies in the relationships between ICT, satisfaction and loyalty in hotels with particular attention to WOM (both personal and electronic) and the inclusion of different moderating variables.

研究目的

本论文旨在评估科技在旅游产业顾客忠诚中的作用。为此, 本论文分析了ICT研发和eWOM对顾客满意和顾客忠诚的直接和间接影响。本论文还分析了顾客特点(个人方面和体验方面的多个变量)在顾客满意和顾客忠诚之间的复杂关系的调节作用。

研究方法

研究样本采集通过结构问卷的方式, 共搜集386位西班牙酒店顾客的问卷, 采用SEM方法做定量分析, 评估了结构方程模型和多组分析。

研究结果

研究结果肯定了“ICT发展-顾客对ICT满意-顾客对酒店满意-顾客忠诚”这一系列逻辑关系。此外, 研究结果还肯定了eWOM的间接作用, 以及顾客特点的调节作用。

研究实践意义

研究表明ICT可以作为提高顾客忠诚和区分竞争者的关键因素。经营者应该认识到不同的顾客特点和体验类别对顾客忠诚有着不同的作用。

研究原创性/价值

本论文对从消费者角度出发研究ICT发展的稀少文献有着显著贡献。其特别之处在于本论文整体研究了对ICT、顾客满意、酒店忠诚、WOM(线上与线下)、以及多个调节变量等一系列关系。

关键词

:信息和通讯技术(ICT)、口碑效应(WOM)、在线口碑效应(eWOM)、顾客满意、顾客忠诚、酒店业

Details

Journal of Hospitality and Tourism Technology, vol. 10 no. 2
Type: Research Article
ISSN: 1757-9880

Keywords

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Article
Publication date: 10 April 2017

Maria-Eugenia Ruiz-Molina, Irene Gil-Saura and David Servera-Francés

This work aims to attempt an in-depth study of the link between relationship benefits and store loyalty, examining the moderating role of the retailer’s degree of…

Abstract

Purpose

This work aims to attempt an in-depth study of the link between relationship benefits and store loyalty, examining the moderating role of the retailer’s degree of innovation in these relations.

Design/methodology/approach

An equations model has been contrasted based on 820 valid individual structured questionnaires administered to consumers of 13 trade names in four retail distribution sectors (food, textile, electronics and household goods).

Findings

The results provide evidence of the positive influence of relationship benefits on store loyalty and in particular the benefits stemming from trust. The links between social and special treatment benefits in relation to loyalty are, however, significantly stronger in the less innovative establishments.

Research limitations/implications

This paper provides evidence of the moderating role of innovation on the relationship between social benefits and special treatment benefits and loyalty.

Practical implications

Technology may be used as a differentiation tool. The retailer should concentrate its investments on information and communications technology solutions that contribute to enhance the customer experience at the point of sale without neglecting the social dimension to increase the benefits of trust and ultimately, customer loyalty.

Originality/value

The paper provides an in-depth examination of the retail innovation variable which is scarcely analysed in the literature, offering support for the idea that innovation at the point of sale plays a moderating role in the links between relational benefits and customer loyalty.

Details

Journal of Services Marketing, vol. 31 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 18 September 2017

María Fuentes-Blasco, Beatriz Moliner-Velázquez, David Servera-Francés and Irene Gil-Saura

Despite the importance of innovation in business performance, investigation into innovation in services is scanty and lacking consensus. In retailing, it is a topic that…

Abstract

Purpose

Despite the importance of innovation in business performance, investigation into innovation in services is scanty and lacking consensus. In retailing, it is a topic that has been awakening considerable academic and business interest in recent years. In this study context, this work aims to analyse innovation in retail experiences from two aspects – marketing innovation and technological innovation – to understand the role it exercises in satisfaction and subsequent recommendation.

Design/methodology/approach

The authors’ objective is to investigate the direct and indirect influence of marketing and technological innovation on satisfaction and word-of-mouth (WOM) through three core constructs: store image, consumer value and store brand equity. SEM methodology is applied on a sample of 820 retail customers of grocery, clothing, furniture an electronics store.

Findings

The results show that technological innovation is more important than marketing innovation in shaping image, value and satisfaction. At the same time, store image is the variable that most influences customer satisfaction and that satisfaction is a very significant antecedent of WOM behaviour. Practical implications for retail managers and further research are presented.

Originality/value

The main value of this work has been to go deeper into the study of retail innovation, both in marketing and technologies, and its direct and indirect effects on satisfaction and subsequent recommendation through store image, consumer value and store brand equity. It is a new line of study, which is still fragmented and with little empirical evidence.

Details

Journal of Product & Brand Management, vol. 26 no. 6
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 11 November 2020

Mihaela Simona Moise, Irene Gil-Saura and María-Eugenia Ruiz-Molina

To respond to the environmental demands of consumers, more and more hotels are increasingly striving to implement sustainable practices to satisfy the requests of…

Abstract

Purpose

To respond to the environmental demands of consumers, more and more hotels are increasingly striving to implement sustainable practices to satisfy the requests of environmentally conscious consumers. This paper aims to propose and test the relationship between these “green” initiatives and functional value as perceived by tourists, guest satisfaction and intentions to revisit the hotel and to spread positive word-of-mouth (WOM).

Design/methodology/approach

A sample of 378 guests who stayed in a three- and four-star hotel was used. Structural equation modeling (SEM) was used to test the proposed relationships. Confirmatory factor analysis and structural equational modeling were used to test the proposed model.

Findings

The results of the data analysis indicated that the impact of “green” practices on perceived value, satisfaction, intention to revisit and WOM. In addition, the positive effects of functional value on guest satisfaction and WOM are also confirmed.

Practical implications

Customers' revisit intention is not only created when hotels implement “green” practices, but also when the degree of customer satisfaction with the hotel increases. In this sense, managers are encouraged to pay more attention to environmental initiatives as an essential tool to increase the level of guests' satisfaction.

Originality/value

The study yields several implications that can be helpful for managers while devising green marketing strategies for the hotel sector. The results show that guests tend to develop greater levels of loyalty to a specific hotel when they are satisfied with the services offered by the hotel. In this sense, the environmental measures implemented by companies are a key strategic tool, given their essential role in the construction of perceived value, guest satisfaction as well as WOM and revisit intention.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

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Article
Publication date: 1 January 2004

Haydeé Calderón García, Irene Gil Saura, Roberto Carmelo Pons García and Martina G. Gallarza

The research steam on tourism destination image, begun in the late 1960s, has been essentially operational in its approach, and only occasionally strategic. Aspects…

Abstract

The research steam on tourism destination image, begun in the late 1960s, has been essentially operational in its approach, and only occasionally strategic. Aspects relating to the image of tourism destinations still constitute a relatively unexplored line of research. This paper, first establishes specific conceptual and methodological approaches, to enable us to rigorously study and evaluate the image of what we understand as a tourism destination characterized by “sun and beach”. It then applies this methodological proposition to a number of destinations in the Caribbean, focusing on the case of Cuba from an important tourist‐origin market for this destination, Spain.

Details

Tourism Review, vol. 59 no. 1
Type: Research Article
ISSN: 1660-5373

Keywords

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