Juan Antonio Trespalacios Gutiérrez

Antecedents of the difference in perceived risk between store brands and national brands

Purpose – The present study sets out to analyze the effects that a set of variables related to purchasing behaviour has on the difference in perceived risk between store brands and national brands.Design/methodology/approach – The methodology proposed to achieve the objective consists of analyzing the existing relationship between different aspects relating to purchasing behaviour of the consumer and the difference in perceived risk between the two types of brands through a causal and integrated model. Such a model covers both the direct effects and the indirect effects caused by these variables jointly. In order to do so data were obtained from two groups of people, which has allowed for cross‐validation of the methodology used, which, in turn, permitted a greater generalization of the results.Findings – The variables which have proven to be most relevant when explaining this difference are the perceived quality of the store as opposed to that of the national brands, familiarity with the store brands and...

Influence of perceived risk on store brand proneness

Purpose – The purpose of the present study is to test that perceived risk is a multidimensional concept both when it is associated to the purchase of store brands and national brands and analyzes the effect of perceived risk on store brands proneness.Design/methodology/approach – In order to achieve its objective the paper used a confirmatory factor analysis to validate the proposed perceived risk scale and three regression analysis were carried out to evaluate the effect of perceived risk on store brands proneness.Findings – The results of the study show significant differences between store and national brands and, on the other hand, it has been confirmed that these differences contribute to decrease store brand proneness, the latter being measured through three variables: actual store brands purchase, consumption intensity and future purchase intention.Originality/value – Previous empirical research has focused primarily on the perceived risk associated with store brands individually. On the contrary, ...

Organisational learning and value creation in business markets

Purpose – This paper has three objectives: first, to analyse the effects of organisational learning on customer value creation capability; second, to develop a better understanding of how organisational learning influences business performance; and third, to examine the moderating role that market turbulence plays in the learning‐value connection.Design/methodology/approach – According to the objectives of the research, and from an extensive review of the literature, the paper develops and tests a conceptual model on a sample of 181 Spanish manufacturing companies by means of a structural equation system.Findings – It is demonstrated that the manufacturers organisational learning is a direct and positive antecedent of customer value creation capability, understood from a functionalist perspective. It is also confirmed that this organisational learning directly enhances the manufacturers business performance. In contrast, the paper cannot confirm that the learning‐value connection is stronger when there ...

Interfunctional trust as a determining factor of a new product performance

Purpose – The purpose of the present study is to analyze the role the existing trust between marketing and R&D plays on a new product development performance. As trust determining factors four key variables of relationship marketing have been considered: satisfaction, cooperation, communication and conflict.Design/methodology/approach – The R&D directors of 178 Spanish innovative firms were surveyed. A sample of 345 products (177 successes and 168 failures) were obtained. To estimate the model proposed a structural equation analysis was used.Findings – The success of an innovation is especially favored by the existence of affective bonds among the participants. In this respect, the existing trust between marketing and R&D, directly, and the satisfaction of the areas with the relationship, indirectly through the former, are essential determinants of a new product performance.Originality/value – The novelty of the research lies in the use of relationship marketing approach to investigate intra‐functional re...

Interfunctional climate and a new product performance: dependence as a moderator

Purpose – This study aims to examine the marketing/R&D relationship under different relative dependence situations. Specifically, its basic objective is to analyse if the effect that the climate between these departments exerts on new product development performance is moderated by the dependence perceived by these areas.Design/methodology/approach – The interfunctional climate was measured through six key variables of relationship marketing: cooperation, communication, trust, commitment, social satisfaction and conflict. To do this, the R&D directors of 178 Spanish innovative firms were surveyed. A sample of 345 products (177 successes and 168 failures) was been obtained.Findings – The results derived from a multisample analysis allow the conclusion that in those situations of high dependence the creation of a satisfactory climate is specially important for the development of affective bonds, such as trust and commitment among the functional areas.Originality/value – The novelty of the research lies in t...

Training in Small Business Retailing: Testing Human Capital Theory.

Analyses the training demand in the retail sector based on the study of a representative sample of small‐sized retailers. By means of probit models a set of hypotheses developed from the basic assumptions of the human capital theory are tested. Four models of training demand are considered: probability of attending a training course in the near future, probability of having attended in the past, probability of being willing to follow multimedia and correspondence courses, and probability of repeating the experience of attending another training course in the near future. In particular, we determined how the retailer’s age, sex, educational level and the business sector, location and size, the quality of training previously received, the suitability of the costs and scheduling of the training courses, among other variables, significantly influence the probability of small‐sized retailers attending training courses.

The Impact of Relational Variables on Value Creation in Buyer–Seller Business Relationships

Purpose: This research was aimed at attaining a deeper knowledge of how customer value creation can be improved in business markets. Although trust and commitment (as relational governance mechanisms) appear to have a positive effect on customer value creation, limited empirical evidence exists about the combined effect of the aforementioned variables on improving customer value creation. This article studies why trust and commitment are key precursors to improving customer value creation in commercial relationships among companies. Methodology: Following a review of the literature, we introduce and contrast a conceptual model on a sample of 181 manufacturing companies located in Spain by means of a structural equation system. Originality: The study of these causal relationships is relevant because it provides greater knowledge of the role played by the key relational variables of trust and commitment on improving customer value creation in business markets. These variables also have an important influenc...Purpose: This research was aimed at attaining a deeper knowledge of how customer value creation can be improved in business markets. Although trust and commitment (as relational governance mechanisms) appear to have a positive effect on customer value creation, limited empirical evidence exists about the combined effect of the aforementioned variables on improving customer value creation. This article studies why trust and commitment are key precursors to improving customer value creation in commercial relationships among companies. Methodology: Following a review of the literature, we introduce and contrast a conceptual model on a sample of 181 manufacturing companies located in Spain by means of a structural equation system. Originality: The study of these causal relationships is relevant because it provides greater knowledge of the role played by the key relational variables of trust and commitment on improving customer value creation in business markets. These variables also have an important influence on the development and maintenance of a relationship in the long term and have been the focus of recent marketing research. Findings: The empirical results reveal that: (1) distributor commitment is a direct and positive antecedent of value creation in a relationship, understood from a functionalist perspective; (2) distributor trust, the other relational variable, has an indirect effect on value creation through the distributors commitment; and (3) this research does not tie in with previous studies that found that direct value-creating functions have a multiple-component nature representing a second-order factor.

Dependence as a Moderator in the Relationship Between Franchisors and Franchisees

Abstract This study examines the franchisor-franchisee relationship under different distribution channel dependence structures. Specifically, its basic objective is to analyse if the effect that the variables communication, perceived cooperation and conflict exert on the franchisees satisfaction (social and economic) is moderated by the degree of existent dependence between the partners. The results obtained from the realisation of a series of detailed interviews held in franchise relationships permit us to conclude that such a moderating effect is especially important in the case of economic satisfaction.

Exclusivity and relationalism in marketing channels

Inter‐firm channel relationships have recently attracted great interest in academic research. This paper attempts to make a study of the governance mechanisms in manufacturer‐distributor relationships and the role played by the relationalism perceived by channel members. In particular, the aim is to account for why exclusive dealing and exclusive territories agreements frequently appear in association. Two theories are compared regarding this question. In one of the theories relationalism plays a mediating role between both vertical restraints, whereas according to the other theory the relation between the two is independent of the degree of relationalism. A sample of 96 Spanish manufacturers was used to test the hypotheses proposed, obtaining empirical support for both theories.

Training in retailing: a guide for improving the supply of courses

Aims to provide the entities and institutions that train retailers with a series of recommendations to improve the quality of the courses they organise and give, especially concerning the aspects where those actually receiving training detect the greatest shortcomings. Hence, the perceptions of the individuals attending the courses as well as the importance they give to each of the aspects considered to be relevant for evaluating the quality of training received have been analysed. To this end, a measurement instrument based on the SERVPERF scale has been developed and, according to the quality evaluations obtained, the retailers have been classified into homogeneous groups. Evaluating the quality of the training received, grouping the retailers, and detecting significant differences among the groups will enable the bodies organising and/or giving courses to diversify their offerings in terms of the characteristics of those receiving training. They will also be able to determine the strengths and weaknesses of these courses at an overall level as well as for each of the groups. Likewise, clues can be found to improve aspects of the training courses to which due attention may not be being paid at the present time.