Marta Frasquet

Shopping-centre selection modelling: a segmentation approach

This paper highlights the relevance of implementing a segmentation strategy in shopping-centres as their competitive environment becomes more turbulent. We have undertaken empirical research that uses the methodology of consumer choice modelling, as a way to ascertain the determinants of shopping-centre preference, which should form the base of strategy design. We construct a multinomial logit model which uses perceived shopping-centre value dimensions as explanatory variables. We estimate the model, first, for the sample as a whole and, second, by consumer segment, with the objective of comparing model fit and predictive efficiency. The analysis of results shows that estimation at the segment level produces better model fit; moreover, the parameter estimates are different for each group, which indicates that the preference structures and the sensitivity to changes in shopping-centre perceived value vary among segments.

Benchmarking the port services: a customer oriented proposal

In recent years, ports have experienced a period of significant growth and development along with intense inter‐port rivalry as a consequence of intermodality and hinterland development. It is therefore vital that port management bodies define and implement suitable strategies. This paper aims to adapt the benchmarking technique to the sphere of ports. Compares the activity of a port with that of its competitors, which is considered to be excellent. This is a strategic approach where consideration of the needs of the client, shipping lines and export‐import companies is the axis of the benchmarking process.

Identifying patterns in channel usage across the search, purchase and post-sales stages of shopping

Different motivations explain channel choice for search, purchase and post-sales.Channel choice is affected by the product category: search/purchase goods.Product involvement is the most relevant variable explaining multichannel behavior.Cross-channel synergies as consumers use both channels at each shopping stage.Meaningful segments based on the choice of channel are identified and characterized. Consumers today are using various channels to complete their purchase process. As shoppers pursue different goals at each stage of the process, channel choice may be explained by different drivers for search, purchase and post-sales activities. Our research framework is based on an extension of the TAM Model with the support of the Motivational Model, differentiating two types of motivations for channel usage: intrinsic and extrinsic. Moreover, we rely on transaction costs economics to explain different channel usage at each shopping stages and for different product categories. Lineal regression and cluster analysis are applied to data collected through a survey answered by 1533 multichannel retail shoppers within two product categories (apparel and consumer electronics) in two countries (UK and Spain). Our findings show that segments with different usage patterns and motivations can be identified across the shopping process and that the drivers of channel usage are different depending on the stage of the buying process and the product category considered.

The impact of IT and customer orientation on building trust and commitment in the supply chain

The application of information technologies (IT) to logistics activities may have benefits beyond cost savings, as it can create bonds between the supply chain partners. The objective of this paper is to analyse the influence of customer orientation on the application of IT to the supply chain and of these on the development of channel relationships based on trust and commitment. A questionnaire-based personal survey was conducted among manufacturers. Structural equation modelling was used to test the hypothesis contained in the theoretical model. The results indicate that customer orientation affects the application of IT to logistics, and IT has a positive impact on manufacturer and supplier commitment to the relationship.

A Model of Determinant Attributes of Corporate Image in Cultural Services

The study of corporate image, within the strategic approach of marketing, focuses on evaluating the attributes that determine it. After reviewing the relevant literature, the present article proposes a corporate image model delimited by functional attributes that is adapted to the cultural services sector. Our objective is to evaluate the importance of these attributes or factors, so the authors develop an empirical exploratory investigation as a first phase of our study.The personal survey, by means of a structured questionnaire, was the technique employed for collecting the information that was analyzed by multiple regression analysis. The first results show that “physical environment” and “access to services” are the attributes with the strongest influence on the corporate image of cultural service organizations.

Research trends in retailing – a comparative approach: Spain‐Europe‐USA

This paper describes the evolution of research in retailing comparing three different geographic regions: Spain, Europe and the USA. Working on the basis of a bibliographic review of the academic research published between 1996 and 2000, together with a content analysis, the results of this study reveal a heterogeneous evolution in nine thematic areas related to the field of retailing. The differences are particularly noticeable when comparing those of Europe with those of the USA, and reveal different areas of interest over the last five years.

Determinants of website traffic: the case of European fashion apparel retailers

The globalization process together with the extraordinary growth in the use of Internet offer firms new growth opportunities. Retail firms are using a multichannel approach, involving the Internet, in their internationalization strategies. Website traffic as measured by unique users and online awareness is among the measures for assessing the success of the online channel. There is little evidence, however, linking website traffic and the characteristics of the retail multichannel internationalization process. In order to fill this gap, this paper analyses the factors explaining the retailers international website traffic. Website traffic data for a sample of European fashion apparel retailers are modelled as dependent on characteristics of the organization and of its physical and virtual internationalization strategy. Following the results of several linear regression models, we infer the complementarity of online and offline channels in the international operation, as well as the contribution of social networks as traffic generators.

The role of the brand in driving online loyalty for multichannel retailers

Multichannel retailers offer shoppers the possibility to cross channels to complete their shopping process. Multichannel retailers, unlike pure online sellers, offer shoppers multiple contact points to experience the brand. Also, multichannel retailers can leverage the trust and attachment to their brands that has been built with their offline presence to drive customers to buy online. Our paper explores the role of the customer relationship with the brand, with variables such as brand trust, brand attachment and length of brand relationship, as drivers of loyal behaviours towards the online channel. We compare the impact of these variables with those of the technology acceptance model. Multiple linear regression analysis is applied to data collected through a survey answered by 1533 multichannel retail shoppers in two product categories (apparel and consumer electronics) in two countries (UK and Spain). Our findings show that both brand trust and brand attachment have a positive impact on loyal behaviours towards the online channel, and that different loyalty behaviours, i.e. purchase intentions, word of mouth and electronic word of mouth are explained by different variables.

Axes of relationship value between manufacturers and retailers

Purpose The purpose of this paper is to define the relationship strategy of manufacturers with their retail customers through the identification of axes for the creation of relationship value. Design/methodology/approach A survey was carried out and 219 valid questionnaires were completed and returned by the purchasing managers of retail companies in the furniture sector. The model was estimated using the partial least squares approach. Findings The results revealed three axes of value creation: the core axis, the information and communication technologies (ICTs) axis, and the access axis. These axes included the benefits and costs related to the product and the service provided, the ICTs of the manufacturing project, and the relationships with the sales personnel. Research limitations/implications Due to the size of the sample, the authors were unable to analyse the potential unobserved heterogeneity of the sample. The authors would suggest that this aspect should be analysed in future research in order to attempt to segment clients. Practical implications Seller support is the main element of value creation. The importance of the efforts made by management to strengthen the capacities of the field force may be highlighted. Originality/value The main contribution of this study has been to increase the level of abstraction of the study of relationship value through the identification and modelling of its axes of creation for the under-researched retailers-suppliers relationship.

Complaining at the Store or Through Social Media: The Influence of the Purchase Channel, Satisfaction, and Commitment

In the current omnichannel retail environment, customers have multiple channels to interact with firms to search for information, purchase, and after-sales. Within those channel social media can play a significant role, particularly as complaint channels. The aim of this paper is to analyze whether the choice to complain face-to-face or through social media depends on the purchase channel chosen and the satisfaction and commitment with the retailer. With data from an online panel our results show that the complaint channel tends to be the same as the channel chosen for purchase; moreover, satisfaction is positively related to complaining at store and negatively related to complaining through social media, and commitment is only positively related to complaining through social media.