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This paper aims to share the essence of an interview with Rodrigo Varela Villegas, conducted by Santiago Ibarreche. It highlights his passion for academia, his commitment to developing responsible entrepreneurs and commitment to forging and disseminating the entrepreneurial spirit in Colombia, Iberoamerica and the world.

This paper is an interview.

The interview explores Rodrigo’s career, his achievements and continued search for excellence in terms of teaching, research and service in academia. Of relevance are his contributions to the discipline of entrepreneurship through the development and divulging of the concept of entrepreneurial spirit.

The interview in this special section, A Life in Research, brings out an individual scholar’s experience and history, not only as recognition of scholarly impact but also as recognition of the person.

Este artículo comparte la esencia de una entrevista con Rodrigo Varela Villegas, dirigida por Santiago Ibarreche. Destaca su pasión por el mundo académico, su compromiso con el desarrollo de empresarios responsables y su compromiso con la creación y difusión del espíritu empresarial en Colombia, Iberoamérica y el mundo.

Este documento es una entrevista.

La entrevista explora la carrera de Rodrigo; Sus logros y la búsqueda continua de la excelencia en términos de enseñanza, investigación y servicio en el mundo académico. De relevancia son sus contribuciones a la disciplina del espíritu empresarial a través del desarrollo y divulgación del concepto de espíritu emprendedor.

la entrevista en esta sección especial, Una vida en investigación, revela la experiencia y la historia de un académico individual, no solo como reconocimiento del impacto académico, sino también como reconocimiento de la persona.

Educación, Emprendimiento, Colombia, América Latina, Valores familiares

Ponto de vista

Este artigo compartilha a essência de uma entrevista com Rodrigo Varela Villegas, conduzida por Santiago Ibarreche. Ele destaca sua paixão pela academia, seu compromisso com o desenvolvimento de empreendedores responsáveis e o compromisso de forjar e disseminar o espírito empreendedor na Colômbia, na Iberoamérica e no mundo.

Este artigo é uma entrevista.

A entrevista explora a carreira de Rodrigo; suas realizações e busca contínua de excelência em termos de ensino, pesquisa e serviço na academia. De relevância são as suas contribuições para a disciplina de empreendedorismo através do desenvolvimento e divulgação do conceito de espírito empreendedor.

A entrevista nesta seção especial, Uma Vida em Pesquisa, traz à tona a experiência e a história de um acadêmico individual, não apenas como reconhecimento do impacto acadêmico, mas também como reconhecimento da pessoa.

Educação, Empreendedorismo, Colômbia, América Latina, Valores pamiliares

Punto de vista

Hotels offer high-quality guest experiences to positively impact their emotions, satisfaction, perceived value, word-of-mouth (WOM) and electronic word-of-mouth (eWOM). This study aims to investigate the impacts of the quality perceived by hotel guests on their positive emotions, negative emotions, perceived value and satisfaction; verify the impacts of the price on perceived value and satisfaction; examine the impacts of satisfaction on WOM and eWOM; and test the moderating effect of hotel guests’ behavioural engagement on social networking sites (HGBE-SNS) on the relationship between satisfaction and eWOM.

This survey included 371 guests who assessed their experiences at three Brazilian hotels. Structural equation modelling tested the hypothetical model supported by the stimulus-organism-response (S-O-R) theory (Mehrabian and Russell, 1974).

The quality perceived by hotel guests (stimulus) positively impacts perceived value, positive emotions and satisfaction and negatively affects negative emotions (organism). Price (stimulus) negatively impacts perceived value but does not affect satisfaction. Perceived value positively impacts satisfaction. Satisfaction positively impacts WOM and eWOM (responses). The HGBE-SNS moderates the relationship between satisfaction and eWOM.

To the best of the authors’ knowledge, this study is the first that simultaneously demonstrates the relationships between perceived quality, price, perceived value, positive and negative emotions, satisfaction, WOM, eWOM and HGBE-SNS. Hotels must offer their guests high-quality services to positively impact’ perceived value, positive emotions, satisfaction and WOM. Low prices boost the perceived value but do not directly increase guest satisfaction. Satisfied hotel guests share their experiences via WOM, but high HGBE-SNS is crucial to boost eWOM.

Los hoteles ofrecen experiencias de alta calidad a sus huéspedes para influir positivamente en sus emociones, satisfacción, valor percibido, boca a boca (WOM) y boca a boca electrónico (eWOM). Este estudio tiene como objetivo a) investigar el impacto de la calidad percibida por los huéspedes del hotel en sus emociones positivas, emociones negativas, valor percibido y satisfacción; b) verificar el impacto del precio en el valor percibido y la satisfacción; c) examinar el impacto de la satisfacción en el WOM y eWOM; d) probar el efecto moderador del compromiso conductual de los huéspedes del hotel en las redes sociales (HGBE-SNS) en la relación entre satisfacción y eWOM.

En esta encuesta participaron 371 huéspedes que evaluaron sus experiencias en tres hoteles brasileños. La modelización de ecuaciones estructurales puso a prueba el modelo hipotético apoyado en la teoría estímulo-organismo-respuesta (S-O-R) (Mehrabian y Russell, 1974).

La calidad percibida por los clientes del hotel (estímulo) influye positivamente en el valor percibido, las emociones positivas y la satisfacción, y negativamente en las emociones negativas (organismo). El precio (estímulo) afecta negativamente al valor percibido, pero no a la satisfacción. El valor percibido afecta positivamente a la satisfacción. La satisfacción afecta positivamente al WOM y al eWOM (respuestas). El HGBE-SNS modera la relación entre satisfacción y eWOM.

Este estudio es el primero que demuestra simultáneamente las relaciones entre calidad percibida, precio, valor percibido, emociones positivas y negativas, satisfacción, WOM, eWOM y HGBE-SNS. Los hoteles deben ofrecer a sus clientes servicios de alta calidad para influir positivamente en el valor percibido, las emociones positivas, la satisfacción y el WOM. Los precios bajos aumentan el valor percibido pero no incrementan directamente la satisfacción de los huéspedes. Los huéspedes satisfechos comparten sus experiencias a través del WOM, pero un alto nivel de HGBE-SNS es crucial para impulsar el eWOM.

酒店提供高质量的宾客体验, 对宾客的情绪、满意度、感知价值、口碑（WOM）和电子口碑（eWOM）产生积极影响。本研究旨在 a) 调查酒店客人感知到的质量对其积极情绪、消极情绪、感知价值和满意度的影响; b) 验证价格对感知价值和满意度的影响; c) 检验满意度对 WOM 和电子口碑的影响; d) 检验酒店客人在社交网站上的行为参与（HGBE-SNS）对满意度和电子口碑之间关系的调节作用。

本次调查包括 371 位客人, 他们对自己在巴西三家酒店的入住体验进行了评估。结构方程模型检验了由刺激-组织-反应（S-O-R）理论（Mehrabian 和 Russell, 1974 年）支持的假设模型。

酒店客人感知到的质量（刺激因素）对感知价值、积极情绪和满意度有积极影响, 而对消极情绪（有机体）有消极影响。价格（刺激因素）对感知价值有负面影响, 但不影响满意度。感知价值对满意度有积极影响。满意度对 WOM 和 eWOM（反应）产生积极影响。HGBE-SNS 可调节满意度与网络口碑之间的关系。

本研究首次同时展示了感知质量、价格、感知价值、积极和消极情绪、满意度、WOM、eWOM 和 HGBE-SNS 之间的关系。酒店必须为客人提供高质量的服务, 才能对 “感知价值"、"积极情绪"、"满意度 “和 “WOM “产生积极影响。低价会提升感知价值, 但不会直接提高客人满意度。满意的酒店客人会通过 WOM 分享他们的体验, 但高 HGBE-SNS 对促进 eWOM 至关重要。

Hotels provide high-quality guest experiences to generate perceived value for money (PVM), positively influencing word-of-mouth (WOM) and electronic word-of-mouth (eWOM) communication. This study aims to (1) verify the impacts of the perceived quality by the guests about their experiences in hotels on their PVM; (2) inspect the influence of guests' perception of hotel prices on PVM; (3) examine the impacts of guest PVM on their hotel experiences on WOM and eWOM and (4) investigate the consequences of the hotel guests' behavioural engagement on social networking sites (HGBE-SNS) on eWOM.

This quantitative and descriptive study consists of a survey with 371 guests who evaluated their experiences at three hotels in Brazil. PLS-SEM tested the hypothetical model that resorted to the stimulus-organism-response theory (S-O-R), proposed by Mehrabian and Russell (1974). Cluster Analysis compared the PVM, WOM and eWOM of groups of hotel guests with different levels of social media engagement.

Perceived quality by hotel guests positively impacts PVM. Perceived price negatively influences PVM. PVM had a positive and robust impact on WOM. PVM impacts and explains weakly eWOM. In contrast, HGBE-SNS affects and better explains eWOM than PVM.

This unprecedented investigation concomitantly exhibits the relationships between perceived quality, price, PVM, WOM, eWOM and HGBE-SNS. Hotels must offer high perceived quality experiences to influence PVM and WOM positively. PVM is unable to stimulate eWOM strongly. HGBE-SNS is pivotal for guests to share their hotel experiences through eWOM. This study suggests marketing strategies for hospitality companies to amplify customer engagement on SNS.

Many restaurants offer high-quality service to their customers, hoping to provide memorable experiences that influence their loyalty and electronic word of mouth (eWOM). However, consumers' memorable experiences do not always imply positive eWOM. This study aims to (1) verify the direct impacts of the perceived quality by consumers of casual dining restaurants on positive emotions, negative emotions and memorable experiences; (2) investigate the impacts of memorable experiences on the propensity to loyalty and eWOM; (3) test the moderating effect of consumer behavioural engagement on social networking sites (CBE-SNS) on the relationship between memorable experiences and eWOM.

This survey included 475 university students in Brazil. Participants answered an electronic form about their experiences in casual dining restaurants. Structural equation modelling tested the hypothetical model based on the stimulus-organism-response (S-O-R) theory (Mehrabian and Russell, 1974).

The quality perceived by restaurant consumers (stimulus) positively impacts their memorable experiences and positive emotions and negatively affects their negative emotions (organism). Memorable experiences positively impact the propensity to loyalty (response). The CBE-SNS moderates the intensity of the relationship between memorable experiences (organism) and eWOM (response).

This study is the first that demonstrates the relationships between perceived quality, positive and negative emotions, memorable experiences, the propensity to loyalty and CBE-SNS and e-WOM in restaurants. Casual dining restaurants must offer their customers services with high perceived quality, positively impacting their emotions and their memorable experiences. Finally, restaurants must create strategies and actions to increase the CBE-SNS to encourage them to share their memorable experiences through eWOM.

This paper aims to analyze the adherence of social responsibility management (SRM) in Brazilian organizations and to identify the driving and the resistance forces to implement it.

This article presents a deep literature review on SRM, corporate social responsibility (CSR) and stakeholder management, which aim to support a survey research to define, according to experts, the market perception of adherence of SRM.

The paper presents evidence that there is adherence on the part of the practices of organizations that adhere to the theoretical foundations of SRM in Brazil. It was found that organizations should seek to improve nine areas to implement SRM and can use each of these areas strategically or all together.

This study provides an opportunity for employees whose perceptions are aligned based on educational programs and engagement in CSR, and these gains favor the improvement of their own management and the quality of relationships.

The research provides an opportunity to recast actions and the possibility of being recognized by stakeholders as active agents in this process.

This study sheds new light on both SRM and the CSR literature because of its attempt to bridge the theoretical foundations and market practices, which was performed to verify the gaps in corporative SRM process of Brazilian organizations. This study highlights for researchers and practitioners a relevant field of study whose importance is widely recognized but whose results remain scarce and limited.

The purpose of this paper is to evaluate the protection against corrosion of carbon steel SAE 1020 promoted by a niobium- and titanium-based coating produced from a resin obtained by the Pechini method.

A resin was prepared with ammonium niobium oxalate as niobium precursor and K₂TiF₆ as titanium precursor. Carbon Steel SAE 1020 plates were dip coated in the resin and calcinated for 1 h at 600 ºC. Scanning electron microscopy, energy dispersive spectroscopy and X-ray diffraction were used to characterize the coating morphologically and structurally. Open circuit potential, electrochemical impedance spectroscopy, anodic potentiodynamic polarization and scanning vibrating electrode technique were used to evaluate the corrosion protection of the coating.

The electrochemical analyses evidence slight protection against corrosion of the coating by itself; however, the needle-like crystal structure obtained may potentially provide a good anchorage site, suggesting the coating could be used as a pretreatment that may present similar application to phosphating processes, generating lower environmental impacts.

Due to increasingly restrictive environmental laws, new environmentally friendlier surface treatments must be researched. This paper approaches this matter using a combination of niobium- and titanium-based coating, produced by a cleaner process, the Pechini method.