Ilenia Confente

Older Tourists: An Exploratory Study on Online Behaviour

The Internet has reshaped the way consumers can search for and purchase tourism products. While various studies about online behaviour have addressed the ‘Y generation’, little attention has been given to older adults, particularly within the tourism industry. This article investigates older tourists’ online behaviour in an increasingly ageing context (Italy). In particular, the study focuses on past travel behaviour and online experience as antecedents of online purchase intentions. An exploratory research was conducted among a sample of 205 tourists aged 50 years and older. The findings reveal that online travel purchase intention positively depends on online word-of-mouth, previous online travel purchase, and education. In addition, significant behavioural differences emerge between prospective seniors and seniors. This study contributes to fill a gap in tourism literature about older tourists. Moreover, it provides useful insights and practical implications for hospitality and tourism companies willing to approach the senior market.

The combined effect of product returns experience and switching costs on B2B customer re-purchase intent

Purpose This study investigated business-to-business (B2B) repeated purchase intent and its relationships with customer value and customer satisfaction. Additionally, it explored the link between willingness to purchase again, switching costs and product returns management. Modern customers are more likely to switch suppliers; however, previous research suggests that this behaviour can be attenuated by a robust returns management experience. The purpose of this study was to provide a revised model of B2B repeated purchase intent that integrates the concept of product returns management and switching costs with existing B2B customer repurchase intent models. Design/methodology/approach First, a qualitative inquiry based on semi-structured interviews was conducted to test and develop a quantitative survey. Then a survey was then sent to business owners operating in the audiology industry. Finally, there were 317 responses. Findings The authors reveal the complex relationship between returns management and repeated purchase intent. Specifically, the authors’ results indicate that the effect of product returns on repurchase intent is opposite to the effect of customer value, depending on the value of customer value. The authors’ findings indicate that even when switching costs are low, firms can positively impact the intent to purchase again in the future if they increase the level of customer satisfaction. In addition, the authors’ findings indicate that in the context of B2B a high/low level of customer satisfaction does not trigger a positive effect of managing product returns on repurchase intent. Originality/value This study was the first to introduce the concept of product returns management to research on B2B repurchase intent.

Consumer Satisfaction and Loyalty in Digital Markets: Exploring the Impact of Their Antecedents

Customer loyalty is even more important in the e-commerce since the costs of serving customers decrease as long as the customers’ number increases. Convenience, variety seeking, trust, security, social interaction, returns policy are helpful elements to predict e-satisfaction, and this latter, constitutes the primary cause of e-loyalty. The aim of the paper is to better explore the impact of different drivers in enhancing the satisfaction and loyalty perceived by customer when purchasing online in a B2C context. Results show that not all the antecedents represent drivers enhancing customer satisfaction and loyalty. In particular, the constructs related to ease of use and trust on the e-retailer/s are found to be always positively linked to all the three dependent variables (satisfaction, repurchase intention and WOM), while monetary savings and security do not impact on these three outcomes. Considering the effect of return policy, it impacts both on satisfaction and overall loyalty.

Understanding the Impact of Return Policy Leniency on Consumer Purchase, Repurchase, and Return Intentions: A Comparison Between Online and Offline Contexts: An Abstract

The importance of return policy in gaining competitive advantage is particularly important, as it represents to consumers an important indicator of the level of service of a firm and a key signal that might help them to reduce the perceived risk when deciding to buy a product. This has gained more and more importance with the advent of the online channel and ongoing digitalization (Verhoef et al. 2015) which has led retailers to face omnichannel-based management.

The role of facilitators as partial signalers in the context of value perception

Purpose This paper aims to investigate the role of qualified professionals acting as facilitators. These intermediaries can help to reduce information asymmetry between the manufacturer and the customer and to transfer knowledge to evaluate the quality of a product or service before use by the customer. Design/methodology/approach This study utilized a two-stage research design consisting of a qualitative study with semi-structured qualitative interviews. The results were used to conduct the second quantitative study using an empirical survey. Findings Using the information asymmetry and signaling theory, the facilitator in this study represents the partial receiver, whereas the manufacturer is the signaler, and the focus is on understanding the value and “signals” perceived by the receiver with respect to the manufacturer’s overall offerings. Originality/value The study provides a framework that highlights the main value driver categories that professional service providers consider important for value creation.

Communication Web 2.0: an attempt to understand the gap between Italian law and accounting firms and the international environment

The development of Information and Communication Technologies (ICT), and recent communication regulatory framework innovations for law and accounting firms are the main drivers for the redefinition of communication processes. Nevertheless, in Italy there is reluctance in adopting communication strategies focused on advertising, public relations and Internet tools (e.g. social media, email, blogs, and so on). Some causes should be seeking in the consolidation of deontological codes, in the size of firms that is usually small, and in the communication processes used which is purely based on word of mouth and personal relationships. The aim of this article is to understand the role of ICT as a potential strategic tool for communication in the law and accounting firms, investigating the gap between the national and international context. In order to answer to the research questions, we used a field case study (ALFA), and a qualitative survey that was conducted on 105 firms in the Northeast of Italy. Results from this research show, is the existence of a resistance to implement and use ICT tools such as strategic channel of communication for the Italian context.

Entrepreneurial Initiatives, Organizational Performance and Value Co-Creation: Evidence from a Business-to-Business Context

Many entrepreneurs or business owners focus on discussions about the lowest price or the quantity of an order without considering that there are often greater and more valuable aspects of the relationship with the supplier. In a changing business world, there is more to the relationship with the supplier than the amount of an order, particularly where the competition is not necessarily about company against company but rather about the supply chain against supply chain Juttner et al., 2007).

Consumer’s e-signals Prism analysis: impact and implications for corporate communication strategy

Purpose of the paper : Based on a conceptual framework of the updated communication process analysis, this paper seeks to test and validate new requirements and tools for brand audits in online contexts (C-Radar and Prism Analysis Table). Methodology : This study was realized through the analysis of textual discourse in several social media, adopting an automated sentiment software crawler which downloaded texts converted them into quantitative data. The sample was related to 50 global brands of eight industries by collecting information from 19236 messages and measuring three main variables: Brand Noise, Valence and Value. Findings : The study empirically enriches the state of the art related to communication audit by including and analysing the external messages and stimuli of online contexts. Limitation : Although we worked to reduce limitations, some biased errors remain due to the data collection software (misinterpretation of key words, coexistence of persons/slangs/common words similar to the brand name). Another limitation, timing of the one-shot observation, has been compensated by the large sample. Managerial implication : Through this approach, firms will understand whether to integrate e-signals within companies’ communication strategies how to intervene (if needed), and how to influence the new stimuli message. Originality of the paper : The research suggests a model for communication process analysis, including the main external consumers’ messages and the tracking and understanding of the valence and noise of these messages. In addition, it allows the evaluation of their impact on corporate communication strategies related to social network environments.

Il marketing territoriale tra industry co-opetition e societing. Un progetto sperimentale nell’agroalimentare

Il paper si propone di illustrare come un progetto di marketing territoriale possa essere declinato a strumento che abbia ricadute oltre i classici obiettivi di valorizzazione del territorio e di sviluppo economico, riuscendo a garantire la vitalita di un sistema. A tal fine, l’impostazione teorica deriva dall’incrocio dei nodi cruciali di filoni paralleli di ricerca, riguardanti oltre al marketing territoriale, anche i concetti di funzionamento tipici della collaborazione verticale (Supply Chain Management) e orizzontale (Industry collaboration, Co-opetition), e i segnali provenienti dalle nuove frontiere del Societing (ricadute di efficacia sociale). Tali osservazioni sono state applicate in un progetto sperimentale nel settore dell’agroalimentare dell’area metropolitana vicentina.