María Jesús Yagüe Guillén

Can price promotions improve tourist loyalty to tour operators

ABSTRACT This work sets forth two main objectives: First, to analyze the effect that promotions have on tourist loyalty to tour operators, and second, to analyze this effect according to the purchasing pattern of tourists. Therefore, an empirical study is performed, and the promotional effect is analyzed by applying structural equation models. The results indicate that the effect by promotions on tourist loyalty differs according to the purchasing pattern of the consumer. Price promotions do not erode the loyalty of first-time consumers, while for consumers who have already acquired trips with the same tour operator, it is more appropriate to design specific loyalty policies.

Re-incorporating usage situation in choice models: a base for future developments

There is strong theoretical and empirical evidence supporting the idea that consumers seek functional features in products. These features are determined by the situations in which the consumer foresees the use of the products. Despite their influence, these situations have received little attention among marketing academics. Thus, we propose a choice model that takes into account these factors. In this model, two stages of consumer choice are affected by usage situations. First, the alternatives included within the consideration set are determined by foreseen usage contexts. Second, the evaluation of alternatives is performed using an ideal-value scheme, which depends directly on the intended consumption situations. This model is validated with survey data and scanner panel data. The results suggest the need to provide practitioners with new guidance on how to manage product functionality in strategic and tactic decisions, especially regarding product design and communication areas.

Price Differences in Consumer Goods in Retail Markets

Abstract This study analyses the effects that competition causes on the dispersion of prices in the mass market products. Therefore, a model is proposed that integrates the vertical, spatial and market environment factors that make up the competitive structure of the retail trade distribution sector. The results obtained, after processing a database of more than 19,000 records, indicate that various indicators of these three levels of competition exercise a decisive influence on determining the final prices of the analysed products. Likewise, the research allows verifying that there are significant differences in the effect caused by the analysed factors on the dispersion of prices, thereby depending on the considered product category (packaged goods versus fresh food).

The Role of the Store Brands in the Creation of Consumer Loyalty and Trust in the Retailer Within the Context of Consumer Product Distribution

Within the current economic context, store brands play an important role in differentiation strategies based on assortment and positioning in terms of distributor prices. To begin with, this study identifies three determining aspects of retail loyalty and trust: satisfaction with price levels, the perceived image of the assortment and loyalty to the store brands (SB). Secondly, this study will propose a theoretical relational model among the aforementioned aspects. Our research shows how satisfaction with the price levels is the most important antecedent for a retailer to achieve customer loyalty while the perceived image of the assortment exercises a more significant influence in the creation of trust. Faithfulness to the store brands is built, to a greater extent, upon the satisfaction with price rather than perceived image of the assortment, while its effect on loyalty to the retailer chain is moderated and its effect on trust is not very significant. These results have important implications for management.