Daniel Belanche

The Role of Consumer Happiness in Relationship Marketing

The success of relationship marketing strategies depends, among other things, on the emotional personal situation of consumers. This article analyzes the influence that consumer happiness, a general affective state or mood, might have on relations between the main variables associated with relationship marketing—that is, commitment, satisfaction, and trust. The traditional causal effects between satisfaction–trust, satisfaction–affective commitment, and trust–affective commitment are confirmed. The results also suggest that happiness moderates the satisfaction–affective commitment relationship, as this effect is reinforced when consumers present higher levels of happiness. Finally, main conclusions, managerial suggestions, and limitations of this work are discussed.

Why did they do it? How customers’ self-service technology introduction attributions affect the customer-provider relationship

Purpose – Customers often think that innovations, such as self-service technologies (SSTs), are introduced by service providers to cut costs rather than extend customer service levels. The purpose of this paper is to investigate how customers use such attributions to adjust their perceptions of relational value. Design/methodology/approach – Drawing on attribution and relationship marketing theories, this study proposes a conceptual model that includes benefit and cost attributions, their antecedents, and consequences. Survey data came from customers of a supermarket that recently introduced self-scanning technology. Findings – Attributions mediate the impact of SST performance on relational value. This value is highest for customers with high-benefit and low-cost attributions; customers with low-benefit and low-cost attributions exhibit detrimental effects on the exchange relationship with the firm. Characterized by low self-efficacy, low education, and low spending, these latter customers appear ambival...

How to make online public services trustworthy

The purpose of this study is to analyse the antecedents of trust in online public services. To do that, an online survey is conducted and hypotheses are tested using structural equation modelling. The data reveal that trust in these services depends on the satisfaction of citizens with their previous experiences, the ease of use of the service, and the perceived privacy and security of personal data. Furthermore, satisfaction is positively affected by both ease of use and perceived data privacy and security; ease of use also has a positive effect on the perceived privacy and security of personal data. These findings have interesting implications (the development of these services should be based on citizen needs and ease of use must be prioritised in developing these services or measures to guarantee the privacy and security of users should be undertaken).

Online social networks in the travel sector

To advance understanding of online social networks in the travel sector, in which consumers share experiences about travel destinations and search information to plan their travels, this study analyses some antecedents and consequences associated with participation in such networks. The authors consider two levels of participation: observation and knowledge contribution. The data reveal that observation depends on calculative commitment to the network, whereas knowledge contribution exhibits a positive effect initiated by both calculative and affective commitment. Trust has positive effects on both types of commitment. Finally, observation and knowledge contribution positively influence a consumers intention to use the products and services of the travel organisation that hosts the network.

User adaptation to interactive advertising formats: The effect of previous exposure, habit and time urgency on ad skipping behaviors

Abstract Due to commercial information loss of efficacy, social media advertising introduced skippable formats as an interactive function to attract customers. This empowerment of users could also favor the development of their skills and strategies to deal with online advertising, which may result in a lower advertising effectiveness. A study with 286 YouTube users was carried out to investigate this adaptation process to an advertising format by focusing on pre-roll skippable video ads. In contrast to advertisers’ approach (e.g. improving the persuasiveness of the ad), our research deepens on the ad skipping phenomenon from a human and context based perspective. In favor of an ad avoidance training effect, the findings show that participants previously exposed to a skippable ad are faster in taking the decision to watch or skip a subsequent ad. Participants’ skipping habits and time urgency are also revealed as main determinants of different ad skipping behaviors. This innovative research provides empirical support for the adaptation process leading people’s interrelation with interactive advertising formats. Practical and theoretical consequences are discussed for advancing on this underexplored topic.

The Role of Place Identity in Smart Card Adoption

Public administrations are launching smart cards for citizens’ identification and access to local public services. Despite being focused on citizens’ demands, there is a lack of acceptance of such initiatives. This study explores the key drivers of citizen adoption of smart cards and reveals that, in addition to utilitarian benefits, social processes, such as citizens’ identification with the city, affect individual adoption. The effect of place identity is moderated by citizens’ level of interdependence. The discussion highlights place branding and the support of local collectives as strategic governmental instruments for achieving a critical mass of smart card users.

The Importance of Confirming Citizens’ Expectations in e-Government

Satisfying consumer needs is a core principle of marketing. However, in the context of e-government, most studies up to now have focused on adoption models such as Technology Acceptance Model or Theory of Planned Behavior, forgetting citizens’ needs, demands or expectations. To overcome this, in this work we analyze how confirmation of citizens’ expectations may influence citizens’ perceptions and behavioral intentions in the e-government context. As well, due to its great influence on consumer behavior, we investigate some factors that may enhance citizens’ intention to recommend online public services. Data from 232 citizens reveal that confirmation of expectations and perceived usefulness effectively predicts citizen intention to use online public services. As well, positive word of mouth among citizens is positively affected by confirmation of expectations and intention to use these services. Finally, confirmation of expectations confirms its importance by influencing perceived usefulness too.