Sonia San-Martín

How can a mobile vendor get satisfied customers

Purpose – The purpose of this paper is to study the role that a relational variable (trust) and three personal variables (impulsiveness, involvement and innovativeness), may play as antecedents of satisfaction of mobile shoppers.Design/methodology/approach – Quantitative information was collected using a survey instrument directed to Spanish mobile shoppers. In total, 447 valid questionnaires were obtained. Data were analyzed using structural equation modeling.Findings – Trust, involvement and innovativeness were found to have a positive impact on mobile shopper satisfaction, except impulsiveness, which has a negative impact, as the authors proposed.Research limitations/implications – The study highlights the importance of gaining m‐shopper satisfaction and different ways of achieving this goal, especially, internal influences.Practical implications – M‐vendors should bear in mind that engendering trust and involvement with the channel is positive if they are to achieve purchaser satisfaction with the med...

A Cross-National Study on Online Consumer Perceptions, Trust, and Loyalty

A Cross-National Study on Online Consumer Perceptions, Trust, and Loyalty Sonia San-Martín & Carmen Camarero To cite this article: Sonia San-Martín & Carmen Camarero (2012) A Cross-National Study on Online Consumer Perceptions, Trust, and Loyalty, Journal of Organizational Computing and Electronic Commerce, 22:1, 64-86, DOI: 10.1080/10919392.2012.642763 To link to this article: http://dx.doi.org/10.1080/10919392.2012.642763

Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior

In the past, consumers used to go to brick-and-mortar stores to gather information and often concluded their shopping there, with the physical store probably being one of their few sources of product information. Nowadays, with the arrival of digital devices, the number of sources of information has grown. Consumers tend to combine these with brick-and-mortar establishments both to search and buy, leading to the emergence of omnichannel behavior. In this context, there is a lack of research which considers online and mobile devices separately. The aim of the present study is to analyze how two individual traits -impulsiveness and need for touchinfluence the use of each device in the omnichannel decision-making process. Results from a sample of 284 real digital (online and/or mobile) shoppers of clothes confirm that personal traits influence omnichannel consumer behavior. Results show that impulsive shoppers make greater use of mobile devices whereas individuals with high need for touch are more predisposed to use online devices in their omnichannel process. Besides, the effect of individual demographics is taken into account. Finally, we discuss the papers contributions and outline the actions which managers can engage in so as to succeed in omnichannel retail. Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior. Paula Rodríguez-Torrico Department of Economics and Business Administration, Faculty of Economics and Business, University of Burgos, C/ Parralillos, s/n, 09001 Burgos, Spain. prtorrico@ubu.es Rebeca San José Cabezudo Department of Business and Marketing, Faculty of Economics and Business, University of Valladolid, Avda del Valle Esgueva, 6, 47011 Valladolid, Spain. Sonia San-Martín Department of Economics and Business Administration, Faculty of Economics and Business, University of Burgos, C/ Parralillos, s/n, 09001 Burgos, Spain. 1 Corresponding author *Title Page with Author details

The central role of the reputation of country-of-origin firms in developing markets

Purpose This study aims to test the central role of the perceived reputation of country-of-origin (COO) firms between cultural and socio-psychological variables and management and economic variables that help to explain the multi-faceted phenomenon of COO on a developing market. It also tests the moderator role of ethnocentrism, which is the objective of recommending different segment marketing strategies for international firms. Design/methodology/approach The study opted for the structure equation modelling methodology to analyze data collected from 274 Mexican car owners who evaluate Korean automobiles. Findings The results show that the COO reputation of firms from a developing market has a mediating role on the relationship between cultural openness and animosity and trust, risk and purchase intention, but the consequents of the perceived reputation of COO vary depending on the level of consumers’ ethnocentrism. Research limitations/implications Firms seeking to internationalize need to find out how to overcome the hurdle of target market animosity, to increase the cultural openness and to promote trust and purchases in international markets; at the same time, they reduce the perception of risk. In this sense, it might help to increase the perceived reputation of COO firms and to use different marketing strategies according to the target market. Originality/value This study analyzes reputation of firms associated to a COO as a signal that can help to solve purchase decisions in the relationship between consumers and firms from developing markets and also corroborates its role as a mediator factor. In addition, this study empirically tests how animosity and cultural openness influence perceived reputation of COO firms, relationships that has scarcely been studied in literature. This study has also found that less and more ethnocentric consumers have differences in how the COO cues influence on their evaluations and behaviour. Finally, as insufficient consumer research has been conducted into emerging and developing markets, this study focuses on consumers from a developing country and regards automobiles from an emerging country.

What makes services customers say “buy it with a mobile phone”?

Purpose This study aims to explore the issue of word of mouth (WOM) about mobile shopping, including activities conducted by consumers using a wireless internet connection to make a purchase. The objective is to ascertain the determinants of m-shoppers’ WOM. Design/methodology/approach This study uses a causal model to examine how satisfaction, perceived control, perceived entertainment and subjective norms affect WOM about mobile commerce. The authors treated a sample of 447 Spanish mobile phone buyers and applied different sound theoretical approaches to support the research. Findings Shopping experience, control over the process, group influence and satisfaction with mobile purchasing affect subsequent WOM shopping recommendations by innovative and pioneer mobile shoppers. Besides, entertainment, group influence, shopping experience and perceived control influence customer satisfaction in mobile shopping contexts. Originality/value This research provides a better understanding of WOM regarding m-shopping and contributes by outlining important variables for recommending WOM regarding m-shopping, which is key in the m-shopping diffusion. To the best of the authors’ knowledge, this is a pioneer study in Europe focusing on these variables for addressing the ways of achieving m-shopper WOM and one of the few addressing WOM in the m-shopping context. This study is based on information collected from real buyers, who are pioneer in m-shopping.

How can European museums reach sustainability

Purpose This research aims to provide evidence of the impacts of market orientation, customer value approach (through prestige, value for money and reputation for quality) and innovation on museum sustainability. Design/methodology/approach The model is analysed through partial least squares (PLS-SEM), using a sample of 549 European museums. Findings The results reveal that reputation for quality, prestige, innovation and value for money positively and significantly influence museum sustainability. Interestingly, the most meaningful linkage is between market orientation and innovation. Practical implications This research helps museums that need to increase their customer value and innovativeness so as to ensure museum sustainability. It proves that museum managers have to increase employees’ involvement in decision-making processes. Originality/value By using a wide sample of European museums, this study suggests that museum managers need to consider the impact of marketing strategies and customer value perceptions on the economic and social sustainability of museums.

Trust and satisfaction: the keys to client loyalty in mobile commerce

Purpose The purpose of this paper is to analyze the role of four important variables in the development of customer loyalty in mobile commerce. These variables are personal (propensity to use information and communication technologies (ICTs)), transactional (opportunism), and relational (trust and satisfaction). Design/methodology/approach A broad sample of 1,053 mobile customers in Mexico was studied using the structural equation analysis methodology. Findings The results offer evidence on how trust and satisfaction can increase loyalty and motivate purchases via mobile devices. In addition, the results show evidence of the indirect effect (mediated through trust) of opportunism, and propensity to use ICTs on loyalty. Practical implications Achieving customer satisfaction is revealed as the main strategy enterprises should seek in order to encourage repetitive purchases via mobile devices and customer loyalty. At the same time, companies should consider that the customers most likely to use ICTs, and those who perceive less opportunism can also be very loyal as a result of a higher level of trust when making purchases using mobile devices. Originality/value The contributions of this paper are: (1) to analyze the generation of loyalty in mobile commerce using a conceptual model that includes variables of different theoretical perspectives and nature, both positive and negative. (2) To provide empirical evidence from a sample of mobile users who have already bought goods via mobile phone, contributing to prior literature that has focused on analyzing the behavior of mobile phone users who do not make purchases via mobile phones. (3) To study mobile commerce in an emerging market with notable potential for growth (Mexico), which has not been studied at length in previous literature.

Curbing electronic shopper perceived opportunism and encouraging trust

Purpose Consumers can face a situation of information asymmetry in electronic shopping (ES). The purpose of this paper to examine the relationships between: relational variables such as satisfaction, trust and perceived opportunism; and website cues (cognitive signals such as security and personalization, and experiential signals, such as design and entertainment). Design/methodology/approach The paper opted for the structural equation methodology to analyze data collected from 447 Spanish e-shoppers. Findings Results show different factors that relate to satisfaction, trust and perceived opportunism in ES. Satisfactory experience with ES and entertainment emerge as the most relevant factors to achieve trust and prevent perceived opportunism in e-commerce. Originality/value The five contributions of this study are: the introduction of variables from several theoretical approaches to the study of an agency problem in e-commerce; the study of different ways to gain buyer trust and reduce perceived opportunism in an electronic shopper-vendor relationship; the application of signaling theory as part of the process of helping the principal (e-shopper) to solve their shopping problem in a context of information asymmetry; the analysis of the impact of external cues from e-vendor/site, which allows for a comparison between internal experiences and external quality signals; and the study of entertainment as an important hedonic variable in order to have satisfied and confident e-shoppers.

The cornerstones of museum performance. A cross-national analysis

ABSTRACT Increasing competition among leisure attractions is hindering museum socio-cultural and economic performance. This study analyses the impact of innovation and market orientation on museum performance. In addition, it seeks to offer more specific contributions in relation to the influence of managers’ attitudes concerning museum management decisions on how to adopt increased market orientation. This research targeted two samples that entailed 397 and 272 Spanish and Latin American museums respectively. Partial least squares multi-group analysis was used to accomplish this study’s objectives. Research findings provide some evidence that museum performance is influenced by innovation and market orientation, but the most significant link shown by the proposed model is between market orientation and innovation. This cross-national research seeks to test a model of museum performance in two different places to provide results that suggest further managerial contributions and avenues for future research.

A Typology of Firms Regarding M-Commerce Adoption

Nowadays firms are actively considering the mobile phone as a means of marketing and should also analyze its potential as a means of selling. In this study, the authors present the survey results from a sample of 125 firms, in Spain. They outline four types of firms innovators, followers, laggards and traditionalists on the basis of factors that drive or inhibit this type of selling and the main variables from TOE technological, organizational and environmental framework. The authors also characterize those four types of firms according to their size, sector, experience and use of ICT marketing strategies. To the best of their knowledge, scarce studies have analyzed mobile selling in Spain and proposed an exhaustive characterization of mobile vendor firms and strategies. Both academic and managerial implications of interest are derived from this study.