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Article
Publication date: 9 January 2017

José M. Merigó, Salvador Linares-Mustarós and Joan Carles Ferrer-Comalat

588

Abstract

Details

Kybernetes, vol. 46 no. 1
Type: Research Article
ISSN: 0368-492X

Open Access
Article
Publication date: 14 February 2024

Santiago Gutiérrez-Broncano, Jorge Linuesa-Langreo, Mercedes Rubio-Andrés and Miguel Ángel Sastre-Castillo

This article focusses on the hybrid strategy, a simultaneous combination of cost leadership and differentiation strategy. The study aims to examine the impact of hybrid strategy…

Abstract

Purpose

This article focusses on the hybrid strategy, a simultaneous combination of cost leadership and differentiation strategy. The study aims to examine the impact of hybrid strategy on firm performance through its anticipated positive effects on process and product innovation. In addition, we study the moderating role of adaptive capacity in the direct relationships of hybrid strategy with process and product innovation.

Design/methodology/approach

Structural equation modelling was used to analyse 1,842 Spanish firms with fewer than 250 employees. We randomly selected small and medium-sized enterprises (SMEs) operating in Spain from the Spanish Central Business Directory (2021) database. The overall sample design was based on stratified sampling.

Findings

We found that hybrid strategy is positively related to firm performance and to process and product innovation. Additionally, in firms implementing hybrid strategies, process innovation fostered firm performance. Finally, adaptive capacity strengthened the relationships of hybrid strategy with process and product innovation. This sheds light on how and when hybrid strategy is most effective in fostering SME performance.

Practical implications

We highlight that SMEs need to establish strategies that use diverse resources and capabilities and not just generate competitive advantage using one strategy (cost leadership or differentiation strategy). This requires an agile and flexible systems and structures.

Originality/value

Our research provides novel results by proposing the adoption of hybrid strategies instead of pure strategies (cost leadership and differentiation strategy) as a way for SMEs to survive during crises. Unlike “stuck in the middle” strategies, our study demonstrates the importance of hybrid strategies in a comprehensive model that links them to innovation and firm performance, with adaptive capacity being a determining factor.

Details

European Journal of Innovation Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1460-1060

Keywords

Open Access
Article
Publication date: 25 August 2022

José Valverde-Roda, Miguel Jesús Medina Viruel, Lucía Castaño Prieto and Miguel Ángel Solano Sánchez

Gastronomy can be a key destination choice factor. As tourists, people will be able to learn more about the culture of the place through its culinary assets. This paper aims to…

1921

Abstract

Purpose

Gastronomy can be a key destination choice factor. As tourists, people will be able to learn more about the culture of the place through its culinary assets. This paper aims to analyse the interest and the gastronomic motivations of tourists to the city of Granada (Spain), where two important UNESCO World Heritage Sites (WHS) are included.

Design/methodology/approach

To achieve the aim of this study, fieldwork was carried out on a representative sample of tourists in Granada (Spain). Specifically, a total of 1,612 valid surveys were filled out in culinary establishments and historical sites. In these surveys, the opinion of tourists regarding gastronomy and their motivations when travelling was assessed.

Findings

The results of this research allow to make a segmentation of tourists into three groups according to their position and their interest in gastronomy based on their destination choice, distinguishing among survivors, enjoyers and experiencers’ tourists. Additionally, it is confirmed that gastronomy is shaped as a motivation that influences the level of tourist satisfaction, performing as a differentiating element that can help increase the competitiveness of the destination.

Originality/value

This research contributes to the scarce academic literature on tourism experiences in a city with WHS recognitions. This study confirms the existence of a relationship between gastronomic motivations and the level of satisfaction achieved by tourists who visit the city of Granada, where no similar studies were found. In addition, this work confirms the connection between gastronomy and culture.

Details

British Food Journal, vol. 125 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Article
Publication date: 9 November 2012

María Teresa Méndez Picazo

476

Abstract

Details

Management Decision, vol. 50 no. 10
Type: Research Article
ISSN: 0025-1747

Open Access
Article
Publication date: 15 March 2022

José Valverde-Roda, Salvador Moral-Cuadra, Minerva Aguilar-Rivero and Miguel Ángel Solano-Sánchez

This paper aims to replicate a model already proven in previous research in this field. This will make it possible to explain the possible relationships that may occur among the…

Abstract

Purpose

This paper aims to replicate a model already proven in previous research in this field. This will make it possible to explain the possible relationships that may occur among the motivations, perceived value, satisfaction and loyalty of the tourist towards the Alhambra and Generalife inscribed as World Heritage Site (WHS) in 1984.

Design/methodology/approach

From a dataset containing 1,612 surveys, a model a model based on structural equations has been carried out through SmartPLS software, focus the analysis on the model dependent variables’ predictive power, as well as the size of the effect and the statistical inference of the structural relationships.

Findings

The main conclusions include the influence of perceived value on satisfaction as well as the influence of the latter on loyalty. it is remarkable the effect that the perceived value has on satisfaction, and satisfaction on loyalty. This implies that a positive assessment of world heritage destinations leads a subsequent loyalty to them.

Practical implications

The results obtained in this research can be used as a starting point for the establishment of new strategies for the promotion of the destination in terms of tourism and heritage.

Originality/value

The inclusion in the list of WHS is recognition in terms of material and historical quality, as well as a stimulus for tourism because it increases the number of visits to the destination. Several studies carried out in these types of destinations have shown the existence of a relationship between motivations, perceived value, satisfaction and loyalty. However, there are no previous studies carried out in the Alhambra and the Generalife that sustain this relationship. This work makes a contribution that completes the academic literature on the study of the emotional bonds between the historical and monumental heritage and the tourist who visits it and its behaviour.

Details

International Journal of Tourism Cities, vol. 8 no. 4
Type: Research Article
ISSN: 2056-5607

Keywords

Content available
Book part
Publication date: 7 May 2019

Abstract

Details

Diversity within Diversity Management
Type: Book
ISBN: 978-1-78973-172-9

Open Access
Article
Publication date: 7 November 2019

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…

19075

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

Spanish Journal of Marketing - ESIC, vol. 23 no. 3
Type: Research Article
ISSN: 2444-9709

Keywords

Open Access
Article
Publication date: 5 August 2019

Miguel Angel Moliner, Diego Monferrer Tirado and Marta Estrada-Guillén

The purpose of this paper is to analyze the role of bank branch managers’ perceptions of corporate social responsibility (CSR) in CSR marketing outcomes.

6901

Abstract

Purpose

The purpose of this paper is to analyze the role of bank branch managers’ perceptions of corporate social responsibility (CSR) in CSR marketing outcomes.

Design/methodology/approach

The paper proposes a causal model establishing that managers’ perceptions of CSR influence the perception of CSR held by the branch’s customers, which in turn directly affects customer satisfaction, customer trust, customer engagement and customer loyalty. The unit of analysis in this quantitative study is the bank branch. Two questionnaires were administered: one to branch managers and another to five customers in each branch.

Findings

Branch managers’ perceptions of CSR have a marked influence on customers’ perceptions of CSR, which again have a notable impact on the relationship variables studied: customer satisfaction, customer trust, customer engagement and customer loyalty.

Research limitations/implications

The sample was taken from two banks in the same country (Spain) and only five customers were interviewed in each branch. The type of customers analyzed should be taken into account since a growing number of customers now carry out all of their banking online and are less likely to visit their branch.

Practical implications

The results highlight the importance of adopting socially responsible actions not only in the bank as a whole, but also in individual branches. It would, therefore, seem crucial for high level bank executives not only to involve branch managers in the bank’s CSR strategy, but also to empower them to undertake CSR actions that involve the customers and local community with which they interact.

Originality/value

First, the paper reveals the differences within the same organization in the way its CSR strategy is implemented. Second, intermediary figures or supervisors are shown to have a key role in ensuring the organization’s CSR strategy is effective. Third, the study emphasizes the importance of customers’ perception of CSR in achieving the main outcomes of relationship marketing (satisfaction, trust, engagement and loyalty). Fourth, the methodology applied in the study is innovative in its construction of dyads in which the branch is the unit of analysis, enabling a comparison between the manager’s perceptions of CSR with that of five customers from the same branch. Fifth, the findings add to the knowledge of a particularly relevant sector in the recent economic crisis, namely, the retail banking industry.

Details

International Journal of Bank Marketing, vol. 38 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

Open Access
Article
Publication date: 8 April 2020

Eric Vincent C. Batalla

The purpose of this article is to analyse the weaknesses of governance institutions in constraining grand corruption arising from the government procurement of large…

85330

Abstract

Purpose

The purpose of this article is to analyse the weaknesses of governance institutions in constraining grand corruption arising from the government procurement of large foreign-funded infrastructure projects in the Philippines. The weaknesses are revealed in the description and analysis of two major scandals, namely, the construction of the Bataan Nuclear Power Plant during the Marcos era and the National Broadband Network project of the Arroyo presidency.

Design/methodology/approach

This research employs a historical and comparative case approach to explore patterns of grand corruption and their resolution. Primary and secondary data sources including court decisions, congressional records, journal articles and newspaper reports are used to construct the narratives for each case.

Findings

Top-level executive agreements that do not require competitive public bidding provide an opportunity for grand corruption. Such agreements encourage the formation of corrupt rent-seeking relationships involving the selling firm, brokers, politicians and top-level government executives. Closure of cases of grand corruption is a serious problem that involves an incoherent and politically vulnerable prosecutorial and justice system.

Originality/value

This paper aims to contribute to research on grand corruption involving the executive branch in the Philippines, particularly in the procurement of large, foreign-funded government projects. It examines allegations of improprieties in government project contracting and the politics of resolving corruption scandals through the justice system.

Details

Public Administration and Policy, vol. 23 no. 1
Type: Research Article
ISSN: 1727-2645

Keywords

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