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The purpose of this paper is twofold: to examine generational differences in complaint and post-recovery behaviors after service failures and recoveries, and to investigate the key factors that relate to Generation Y consumers’ responses.

In a two-stage approach, Study 1 investigates generational differences in the complaint and repurchase behaviors of a vast sample of more than 36,000 customers. Study 2 examines which factors influence Generation Y consumers’ decisions to complain and to repurchase.

Across four generational cohorts (the Silent Generation, Baby Boomers, Generation X, and Generation Y), consumers in Generation Y are the most likely to complain about service failures and repurchase after a satisfactory service recovery. The service recovery paradox thus is a generational feature. Generation Y’s unique characteristics – being tech savvy, heavily influenced by peers, and untrusting of brands – relate closely to their complaint and repurchase patterns. These prolific users of social media tend to stay with a service provider after experiencing satisfactory recovery but are more inclined to complain.

This study contributes to service management literature by revealing generational differences in customers’ complaint behavior and responses to recovery efforts, while also testing repurchase behavior rather than just behavioral intentions. This study provides valuable insights into the unique factors that influence Generation Y consumers’ complaint and post-recovery responses.

The purpose of this paper is to explore how business‐to‐business (BTB) relationships may be developed through direct marketing (DM) in the context of a Portuguese training organization.

Semi‐structured interviews (30) are undertaken, including 24 training directors and six participants from 30 different organizations. A grounded theory approach as used in data analysis is employed.

Two key roles of DM emerged from the paper: to establish a relationship between customers and training companies, this being dependent on the relevance of DM to the recipients' jobs/activities combined with the credibility of the DM source; and DM has a conditional role in the relationship development between customers and training companies. DM only has a role in developing relationships if the received DM is relevant to customers' training needs combined with positive perceptions of the past training performance in customers' minds. These perceptions are linked to quality and satisfaction, customers making an immediate association between the DM source and past training performance.

Customers want to receive DM from training companies which is relevant to their professional interests. These customers desire further follow‐up and diagnosis from training providers than is currently the case. Training providers are thus losing market opportunities. Further dialogue and interaction between companies and customers is necessary.

There has been limited empirical study of the processes and activities of DM in developing relationships in BTB contexts using a qualitative approach around customers' experiences.

This study aims to identify the most important attributes that the consumer uses in the process of choosing wine, which can then be used by wine‐producing companies in marketing strategies.

The methodology consisted of a survey of 421 wine consumers using the best‐worst scaling methodology. Various consumer segmentations were made by gender, income and age groups.

The two main attributes that condition consumers in choosing wine are previous tasting and region of origin. The latter attribute is valued mainly by women and in general by consumers over 34 years old who have a net monthly family income above €1,500. The previously tasted attribute, which on many occasions is associated with the price attribute, is valued basically by men and particularly by younger consumers and those with lower incomes.

It must be pointed out that in the short term the basic strategy of wine‐producing enterprises from any given region of origin is to compete on price. However, in the long term increasing their prestige is all that remains to compete actively with the various regions of origin.

This paper contributes to a greater knowledge of Spanish consumer habits by analysing the most important wine attributes in the process of purchasing wine.

The purpose of this paper is twofold: first, to study which perceived and attained entrepreneurial competences acquired by students while developing a business plan are rated most highly; and second, to analyse the differences observed in entrepreneurial competences, depending on whether the business plan developed is real or fictitious.

To analyse the role played by business plans in perceptions and attainment of competence, data were collected from students enrolled on a final project course of a bachelor’s degree, specifically the Bachelor’s Degree in Business Administration and Management at the Universitat Oberta de Catalunya. The course in question focussed on entrepreneurship and business plans. The data on perceived and attained competences were obtained through questionnaires and assessment rubrics, respectively. Mean comparison analyses were conducted to investigate any differences in entrepreneurial competences existing between students developing real or fictitious business plans.

The paper finds evidence that the process of creating a business plan results in entrepreneurial competence being highly rated and that whether the business plan is real or fictitious does not affect the level of entrepreneurial competence.

A longitudinal study will be required to analyse how entrepreneurial competences evolve during the business plan creation process.

This paper finds that few studies have been conducted to explore entrepreneurial competences in relation to business plan development and shows that more complete research is required. Moreover, both perceived and achieved competences are considered, an analysis not previously carried out.

The purpose of this paper is to set out a methodology for characterising the complexity of air traffic control (ATC) sectors based on individual operations. This machine learning methodology also learns from the data on which the model is based.

The methodology comprises three steps. Firstly, a statistical analysis of individual operations is carried out using elementary or initial variables, and these are combined using machine learning. Secondly, based on the initial statistical analysis and using machine learning techniques, the impact of air traffic flows on an ATC sector are determined. The last step is to calculate the complexity of the ATC sector based on the impact of its air traffic flows.

The results obtained are logical from an operational point of view and are easy to interpret. The classification of ATC sectors based on complexity is quite accurate.

The methodology is in its preliminary phase and has been tested with very little data. Further refinement is required.

The methodology can be of significant value to ATC in that when applied to real cases, ATC will be able to anticipate the complexity of the airspace and optimise its resources accordingly.

This paper aims to show how the Green Campus Program has been implemented at the Faculty of Sociology of the University of A Coruña (Spain). It describes the criteria used to create teaching sustainability actions related to community engagement to introduce education for sustainable development into college curricula.

Drawing on a human-centered design model approach, as well as on transformative teaching theories, this study explores the criteria used to build the Free Classroom based on a participatory model.

The authors argue that the success of this activity depends on how it relates to the theme-based specialization of the different academic degrees through which they are managed. Equally important is the creation of permanent spaces that enable the collaboration of other organizations, such as non-governmental associations and local public administrations.

The findings provide valuable insights into how the social dimension of sustainability in higher education institutions can be emphasized. A model of implementation of the activities is offered under which academic, political, student and community agents are coordinated to favor the change of attitudes and behaviors to strengthen SD.

The purpose of this chapter is to critically analyze the historical relations between Black students and the American education system. In particular, this chapter is designed to challenge the status quo and examine the ways in which the K-12 educators today can mind the margins and remedy oppressive approaches to academically preparing and supporting Black students. Persistent informal educational tracking practices, an influx of education programs designed to segregate students, and educator biases all raise critical questions that must be addressed concerning educational equity for Black students.

Air traffic controllers (ATCOs) play a fundamental role in the safe, orderly and efficient management of air traffic. In the interests of improving safety, it would be beneficial to know what the workload thresholds are that permit ATCOs to carry out their functions safely and efficiently. The purpose of this paper is to present the development of a simulation platform to be able to validate an affective-cognitive performance methodology based on neurophysiological factors applied to ATCOs, to define the said thresholds.

The process followed in setting up the simulation platform is explained, with particular emphasis on the design of the program of exercises. The tools designed to obtain additional information on the actions of ATCOs and how their workload will be evaluated are also explained.

To establish the desired methodology, a series of exercises has been designed to be simulated. This paper describes the project development framework and validates it, taking preliminary results as a reference. The validation of the framework justifies further study to extend the preliminary results.

This paper describes the first part of the project only, i.e. the definition of the problem and a proposed methodology to arrive at a workable solution. Further work will concentrate on carrying out a program of simulations and subsequent detailed analysis of the data obtained, based on the conclusions drawn from the preliminary results presented.

The methodology will be an important tool from the point of view of safety and the work carried out by ATCOs. This first phase is crucial as it provides a solid foundation for later stages.