Francisco Javier Rondan-Cataluña

Virtual travel communities and customer loyalty: Customer purchase involvement and web site design

Our research examines the influence of purchase involvement and design variables in the affective acceptance of online services, in particular, virtual travel communities. Few studies have focused directly on design variables, visual aesthetics and usability, and the consequences on satisfaction of adopting a user-centered perspective. We propose an integrative model of relationship quality to provide an explanation of overall satisfaction through the influence of usability and visual aesthetics. We also suggest that purchase involvement moderates the strength of the relationships between design variables and satisfaction. Partial least squares (PLS) is used to estimate the parameters of the structural model and develop a multi-group analysis. The results provide strong support for the proposals. Design variables, satisfaction and trust lead the users to develop high customer loyalty; and, purchase involvement is an important moderator to engage in online service relationships. Our investigation contributes to the growing literature by examining the influence of purchase involvement in developing virtual relationships.

Connection between customer emotions and relationship quality in online music services

Previous research focuses primarily on studying the influence of emotions on satisfaction in online music services, whereas few studies analyse their effects on trust and commitment. This study specifically examines the interaction role of emotions in relationship quality (i.e. a higher-order construct composed of commitment, satisfaction and trust). We hypothesise that emotions will exert a direct effect on relationship quality, but will also moderate the relationship between its components. An empirical survey is used to test the hypotheses. Data are collected from a total of 408 users of online music services from the UK, Germany and Denmark. The results provide strong support for the proposals that, on the one hand, satisfaction and trust lead customers towards developing high commitment to online music services; and, on the other hand, emotions are important quasi-moderators to engage in online service relationships. The results of this study could help online music service providers (a) to create a successful business model; and (b) to determine the main drivers of online loyalty.

Segmenting hotel clients by pricing variables and value for money

The main objectives of this study are to answer the following important research questions: (a) Are pricing and value-for-money variables good segmentation bases for clustering hotel clients? (b) What type of tourists can be identified through pricing and value-for-money bases? The main conclusion of this paper is that marketers who apply yield management in their firms should take into account price perceptions of clients and that pricing decisions should be made by properly communicating changes in prices and the reasons behind them. Furthermore, two segments of hotel clients are revealed and analysed in the study: ‘price-elastic’ and ‘price-rigid’ segments.

Social identity, electronic word-of-mouth and referrals in social network services

Purpose – The main aim of this work is to explore the mechanisms that promote the transmission and reception of online opinions (electronic word-of-mouth (eWOM) and referrals) by travel services buyers in the context of social networks services (SNS). Design/methodology/approach – The research examines two areas of study: social identification theory and word-of-mouth communication in the virtual environment (eWOM). Based on these theories an explicative model has been proposed applying structural equation modeling (SEM) analysis to a sample of SNS users buying travel services. Partial least squares was chosen as a method to conduct an SEM analysis. Findings – First, the results support the central role of social identification in SNS communication. Second, the results show that SNS users give greater importance to the transmission of communication than to its reception. This fact supports the idea that SNS is used more as a tool for highlighting and maintaining social status than as a channel for informa...

Searching for latent class segments in technological services

The focus in this article is on uncovering segments that describe mobile phone users and on investigating the nature of these segments to get some relevant information. We use a phased approach to reach this objective. First, two segmentation bases have been compared in order to select the best variables for the identification of groups. This is done using a latent class modelling approach. Second, two different segmentation techniques are examined looking for the best model fit. Finally, the model that achieves the best results is applied to the most significant segmentation variables with the purpose of uncovering segments that describe mobile phone users.

Reasons for the expansion in franchising: is it all said?

The main aim of this work consists of studying and analysing the reasons that drive firms to expand by means of the franchise route. A methodology based on latent class regression has been used, in order to explain the number of franchised units from a set of variables related to the adhesion costs, growth, and internationalization of the franchising chain. Two main conclusions are extracted from the results. On the one hand, the selected variables turn out to be suitable to explain the reasons that impulse companies to expand in franchising versus the development of owned units strategy. On the other hand, different profiles or types of franchisors exist according to the type of expansion chosen.

A comparison of the different versions of popular technology acceptance models: A non-linear perspective

Purpose – The purpose of this paper is to provide a complete and chronological view of the evolution of the main acceptance and use of technology models, from the 1970s to the present day. Design/methodology/approach – A comparison of partial least squares (linear model) and WarpPLS (non-linear model) has been run for each acceptation of technology model: TRA, TAM0, TAM1, TAM2, TAM3, UTAUT, UTAUT2. The data set collects the information of mobile internet users. Findings – The authors have concluded that UTAUT2 model obtains a better explanation power than the rest of technology acceptance models (TAMs) in the sample of mobile internet users. Furthermore, all models have a better explanation power using non-linear relationships than the traditional linear approach. Originality/value – The vast majority of research published to date with regard to the Theory of Reasoned Action (TRA), the Technology Acceptance Model (TAM), and the Unified Theory of Acceptance and Use of Technology (UTAUT) are based on struct...

Travel buying behavior in social network site users: to buy online vs. offline

The purpose of this research is to examine the variables that influence buying behavior for a sample of social network sites users who are offline buyers of hospitality services. Subsequently, we do the same of social network sites users who are online buyers in the same sector. Finally, we compare both types of clients and discuss their different purchasing behavior. Logistic regression is used to model the dichotomous outcome variables. The dependent variable was to buy or not to buy a tourist service and the independent variables were: the social network sites use, social identity, altruism, telepresence, and Word-of-Mouth. The data set was collected in Chile and Spain from a sample of on-line questionnaires. The main result of this study is the clear difference in consumer behavior between people who buy online tourist services and those who buy these services in travel agents or other traditional channels. The main contribution of this paper deals with the influence of social network sites on offline and online shopping in the hospitality sector.

Identifying the franchisee profiles franchisors prefer

This study identifies the franchisee profiles that franchisors prefer. Specifically, the goals of this study are: (1) to identify the characteristics that form the franchisee profile preferred by the franchisors operating in the Spanish market and (2) to contrast diverse hypotheses related to this profile. These hypotheses are related to the ideal franchisee, sector, financial level, number of franchisee units and age of franchisors. Criteria that franchisors look for in potential franchisees are ranked by importance. The value of the paper is significant as it provides a practical framework for franchisors for the selection process of franchisees when choosing from a group of potential franchisees. The franchisee profile was obtained using conjoint analysis, which is a decomposition methodology that is rarely used in this field.

Content analysis and assessment of international codes of franchising associations

Purpose – The objective of this paper is to improve the knowledge about ethical content of franchising associations at a worldwide level.Design/methodology/approach – To do this, the authors compared the content of 46 deontological codes of franchising associations from five continents to the standards established in the so‐called C‐40 or model of franchising deontological codes.Findings – Results show that, in general, ethical content included in deontological codes of franchising associations is not very large, requiring progress in improving its structure and content. In any case, according to the contents of their deontological codes, there are two groups of franchising associations worldwide. On the one hand, those taking the archetype of the European Franchise Federation code (30 associations), which show a greater number of ethical issues and have a better structured code than the other group that do not follow the European code (16 associations).Originality/value – Although currently the majority ...