Ignacio Alfredo del Bosque Rodríguez

Explaining B2C e-commerce acceptance: An integrative model based on the framework by Gatignon and Robertson

This study attempts to analyze e-commerce adoption, proposing a global model that integrates the most relevant approaches in the literature. Gatignon and Robertsons Adoption Model is taken as a reference framework because of its overall nature and its agreement with the main theories used to explain e-commerce acceptance. Thus, the model proposed to explain e-commerce adoption by consumers includes the simultaneous influence of attitudes, social norms, perceived risk, personal innovativeness in the field of new technologies and attributes perceived in the technology. The results obtained show that attitudes toward the system and Subjective Norm are the main determinants of the intention to shop on the Net. On the contrary, perceived risk has no significant effect on adoption process, while the influence of personal innovativeness is only relevant in the first purchase on the Internet.

Exploring the antecedents of hotel customer loyalty: a social identity perspective.

One of the most important aspects in the field of marketing is to explore the path to customer loyalty. Previous studies have presented several approaches on this issue incorporating differing central constructs. However, researchers have given little consideration to social identification antecedents to hotel customer loyalty development. This study follows an integrated approach and proposes a model with two social exchange constructs (customer trust and commitment) and one social identity variable (customer identification) as the most significant elements between the perception of a responsible corporate behavior and hotel customer loyalty. Empirical data were analyzed using structural equation modeling. Findings demonstrate that corporate social responsibility positively impact on customer trust, commitment, and identification with the company. Furthermore, customer trust, along with customer commitment and customer identification with the company positively influence hotel customer loyalty. Finally, customer trust has a positive direct effect on customer commitment and identification.One of the most important aspects in the field of marketing is to explore the path to customer loyalty. Previous studies have presented several approaches on this issue incorporating differing central constructs. However, researchers have given little consideration to social identification antecedents to hotel customer loyalty development. This study follows an integrated approach and proposes a model with two social exchange constructs (customer trust and commitment) and one social identity variable (customer identification) as the most significant elements between the perception of a responsible corporate behavior and hotel customer loyalty. Empirical data were analyzed using structural equation modeling. Findings demonstrate that corporate social responsibility positively impact on customer trust, commitment, and identification with the company. Furthermore, customer trust, along with customer commitment and customer identification with the company positively influence hotel customer loyalty. Finally, ...

Corporate image and reputation as drivers of customer loyalty

Prior research suggests that corporate image and reputation can contribute to relationship marketing and customer loyalty. However, little empirical evidence supports the influence of these constructs on customer loyalty. This study investigates the influence of corporate image – comprised of functional and emotional aspects – and reputation on customer loyalty. A structural equation model is developed to test the research hypotheses. The study was tested using data collected from a sample of Spanish consumers in a service setting. Results show that functional and emotional image have a positive influence on corporate reputation. Similarly, corporate reputation has a positive influence on customer loyalty. This study may help managers use their resources more effectively by focusing on corporate image and reputation as important strategic assets to enhance customer loyalty.

Un enfoque de gestión de la imagen de marca de los destinos turísticos basado en las características del turista

En Espana el sector turistico ha desempenado un rol importante, desde la crisis financiera e inmobiliaria de 2008 es uno de los sectores que ha mostrado mejor comportamiento, es por ello que se ha de incidir en mejorar la competitividad turistica de las provincias espanolas y aprovechar asi la contribucion del turismo. Hemos seleccionado para este analisis las provincias del Mediterraneo por ser las que mayor cuota turistica acumulan respecto al conjunto nacional, y por sus caracteristicas comunes en el ambito turistico. La manera de analizar y posteriormente sugerir propuestas para mejorar la competitividad de los destinos turisticos del Mediterraneo, analizar a continuacion las valores de los indicadores que representan la competitividad de los destinos, para luego valorar mediante un panel de expertos la importancia de los factores en cada destino, y finalmente, sugerir actuaciones para aumentar la competitividad. ABSTRACT In Spain tourism sector has had a relevant role since financial and real state crisis in 2008, tourism is one of the few sectors that has helped to economic recovery and it is improving it performance year a year, so tourism competitiveness in the Spanish provinces must be enhanced taking advantage of the tourism good behavior. We have selected the Mediterranean area provinces because of their mayor acummulated tourism share above national, and because of their similar characteristics. The way of improving competitiveness, then to analyze the provinces which have worst performance on the indicators that form the factors, next to asses the factor importance through and expert panel, and finally to recommend actions for improving competitivenessNumerosos estudios han demostrado que las redes sociales influyen en las intenciones de los viajeros de visitar un destino. Sin embargo, la literatura ha prestado poca atencion a la relacion entre el comportamiento de busqueda de informacion y el desarrollo de la fidelidad a los destinos. En este sentido, este estudio analiza este fenomeno, considerando como los turistas no solo comparten su tiempo entre varias fuentes de informacion, sino que estas estan tambien influyendo en el tiempo que los turistas estan compartiendo entre varios destinos, no solo repitiendo la visita a un unico destino, sino tambien haciendose mas fieles a multiples destinos al mismo tiempo (fidelidad horizontal). Sin embargo, este tema no se ha destacado adecuadamente en el contexto turistico. Por lo tanto, el objetivo de este estudio es doble: 1) comprender mejor el comportamiento del turista con respecto al uso de las redes sociales, considerando las diferencias por nacionalidades, genero y edad; y 2) explorar la relacion entre el uso de las diferentes fuentes de informacion de los turistas (tradicionales y digitales) y su influencia en la posterior fidelidad (tanto a un solo destino como en la fidelidad horizontal), y considerando tanto la fidelidad conductual como la actitudinal. Estos resultados son utiles para tomar decisiones sobre estrategias de comunicacion digital y la gestion de los programas de fidelizacion por parte de los destinos turisticos. Palabras clave : Fidelidad Horizontal, Marketing Relacional, Fuentes de Informacion, Redes Sociales, Imagen ABSTRACT The visit to a tourist destination is influenced by the tourists use of social media. However, the literature has not focused its efforts on trying to understand the relationship between the use of social media and destinations loyalty. This study analyzes this phenomenon, considering how tourists not only share their time between several sources of information, but these are also influencing the time that the tourists are sharing between several destinations, not only repeating the visit to a single destination, but also becoming more loyal to multiple destinations at the same time (horizontal loyalty). However, this topic has not been adequately highlighted in the tourism context. This study tries to analyze the differences in the use of social media by nationalities, gender, age and income; and to shed light on their relationship with loyalty. These results are useful for making decisions about digital communication strategies and the management of loyalty programs by tourist destinations. Keywords : Horizontal Loyalty, Relationship Marketing, Information Sources, Social Media, ImageActualmente, los destinos de sol y playa afrontan la necesidad de renovacion y, en el Partido de Necochea, Argentina, se elaboro el Plan Estrategico de Turismo Sustentable de Necochea para responder a esta necesidad. La implementacion requiere analizar y evaluar de modo pragmatico y programatico las intervenciones territoriales para alcanzar las estrategias definidas de reposicionamiento. El articulo propone identificar las unidades de gestion del espacio, los modelos de intervencion para un escenario estrategico que contribuya a la gestion sustentable y reorientacion turistica y proporcionar bases para la reestructuracion territorial como eje transversal de politica publica ambiental y turistica. Para ello, respecto de la unidades se delimita el espacio turistico en funcion de las particularidades fisico-espaciales, los recursos turisticos y oportunidades recreativas y las disfuncionalidades o problematicas detectadas. Luego, se definen los contenidos concretos de los tipos de intervencion propuestos que reorienten la renovacion. Y por ultimo, se enuncian las bases para las actuaciones de reestructuracion territorial en funcion de un escenario estrategico. La renovacion ambiental de Necochea debe basarse en estrategias conducentes a la cualificacion del espacio turistico, la diferenciacion basada en la naturaleza, la potenciacion del entorno urbano y la inclusion de lo ambiental en la gestion turistica.

The stakeholder management theory of CSR: A multidimensional approach in understanding customer identification and satisfaction

Purpose – Based on the principles of the stakeholder management theory, the purpose of this paper is to explore customers’ multidimensional perceptions of both banking companies and the corporate social responsibility (CSR) orientations of these companies. The paper also explores how these multidimensional perceptions affect customer identification and satisfaction towards banking companies. Design/methodology/approach – A structural equation model is tested using information collected from 1,124 banking service customers. Findings – The findings demonstrate that customers’ perceptions of customer-related CSR and broad legal and ethical issues have significant positive impact on both customer identification and satisfaction with banking companies. Perceptions of shareholder-related CSR also significantly boost customer satisfaction. In contrast, perceptions of employee- and community-related CSR do not have a profound effect on customer identification or satisfaction. These findings also confirm the impor...