David Martín Ruiz

Market Orientation and Internationalization in Small and Medium-Sized Enterprises

This article builds on studies from the literature on market orientation (MO) and internationalization to develop a model and a set of hypotheses regarding the relationships among MO, knowledge acquisition (KA), and market commitment (MC), and the direct and indirect effects of these variables on the performance of small and medium‐sized enterprises (SMEs) in foreign markets. The model and its hypotheses are tested by means of an empirical study of a multi‐industry sample of Spanish SMEs operating in foreign markets. The results, obtained by structural equation modeling, indicate that a direct positive relationship exists between MO and a strategy of internationalization, and that the effect of MO on performance in foreign markets is moderated by KA and MC.

The influence of employee organizational citizenship behavior on customer loyalty

This work analyzes the effect that service company employee behavior has on customer perceptions of the quality of services received, and the consequent company performance. Organizational citizenship behavior has been recognized as relevant behavior of some employees, but its role regarding customer perceptions and company profitability remains unexplored. Beginning with a brief review of the conceptual background of organizational citizenship behavior, service quality, and its consequences, this paper proposes a model to test these relationships empirically. Some helpful recommendations for managing service companies are presented.

Reframing Customer Value in a Service-Based Paradigm: An Evaluation of a Formative Measure in a Multi-industry, Cross-cultural Context

Customer value has received much attention in the recent marketing literature, but relatively little research has specifically focused on inclusion of service components when defining and operationalizing customer value. The purpose of this study is to gain a deeper understanding of customer value by examining several service elements, namely service quality, service equity, and relational benefits, as well as perceived sacrifice, in customer assessments of value. A multiple industry, cross-cultural setting is used to substantiate our inclusion of service components and to examine whether customer value is best modeled using formative or reflective measures. Our results suggest conceptualizing customer value with service components can be supported empirically, the use of formative components of service value can be supported both theoretically and empirically and is superior to a reflective operationalization of the construct, and that our measure is a robust one that works well across multiple service contexts and cultures.

Explaining Market Heterogeneity in Terms of Value Perceptions

In the past decade, companies and academics have become aware of the great benefits of creating value for customers. However, little empirical research has yet been conducted in the area of services with respect to how customers may differ in their perceptions of value and what variables can explain such differences. This article provides an insight into how three relationship-based contingencies are likely to explain market heterogeneity in customers perceptions of value. In particular, we explore how special treatment of the customer by the service provider, the level of customer involvement with the service, and the customers accumulated experience with a particular company may act as predictors of market heterogeneity in the customers perceptions of value within a service setting. Results offer evidence for the important role of relationships and experience in a service context mainly characterised by standard encounters, and provide interesting managerial insights to tailor strategies that effectively respond to market heterogeneity.