0000000000020570
AUTHOR
Carmen Pérez-cabañero
Do family SME managers value marketing capabilities' contribution to firm performance?
PurposeThis paper seeks to extend knowledge on the impact of different marketing capabilities on various measures of organisational performance in the context of family‐run small to medium‐sized enterprises (SMEs).Design/methodology/approachAspects regarding marketing capabilities in family‐owned SMEs and their impact on superior performance are identified and briefly discussed according to the existing literature. Then, quantitative research is presented followed by a discussion of the findings. The paper ends with the conclusion, managerial implications, limitations and lines for future research.FindingsThe results of the study show the relevance of marketing capabilities for product diff…
Determinantes del Marketing Boca a Boca en el Contexto Universitario: El Rol de la Satisfacción y la Lealtad de los Estudiantes
espanolEste articulo analiza los antecedentes del Marketing Boca a Boca en el contexto de instituciones de educacion superior en Chile. El modelo de investigacion propone como antecedentes del Marketing Boca a Boca la satisfaccion y la lealtad de los estudiantes. Establece tambien que la variable satisfaccion de los estudiantes es influenciada por las variables imagen y valor percibido de la Universidad. A partir de una muestra de 317 estudiantes y aplicando SMARTPLS 3.0, se confirmaron todas las relaciones propuestas en el modelo, siendo la satisfaccion el principal antecedente en este contexto de Marketing Boca a Boca EnglishThis article analyzes the characteristics of Word of Mouth marke…
Analysis of the impact of length of stay on the quality of service experience, satisfaction and loyalty
Although length of stay is a relevant variable in destination management, little research has been produced connecting it with tourists' post-consumption behaviour. This research compares the post-consumption behaviour of same-day visitors with overnight tourists in a sample of 398 domestic vacationers at two Mediterranean heritage-and-beach destinations. Although economic research on length of stay posits that there are destination benefits in longer stays, same-day visitors score higher in most of the post-consumption variables under study. Significant differences arise in hedonic aspects of the tourist experience and destination loyalty. Thus, we propose that length of stay can be used a…
Experience management as an innovative approach in emerging Mediterranean destinations
Abstract Recent experience-centric management theory stresses the quality of the interaction between the consumer and the company as the key contributor to the creation of value. The theory follows that understanding tourists' quality of service experience (QSE) is crucial if tourism managers are to effectively support the value cocreation experience. This study examines the impact of QSE on destination image, as well as the impact of these variables on positive word-of-mouth and revisit intentions. The hypotheses are tested with data from a convenience sample of 1362 tourists who were surveyed in seven emerging Mediterranean destinations. Notably, the variable QSE is considered to be a for…
Exploring the links between destination attributes, quality of service experience and loyalty in emerging Mediterranean destinations
Abstract Since the publication of the “Experience Economy” work by Pine and Gilmore in 1999, understanding the increasing complexity of the customer experience within the customer journey in the tourism industry is a priority for researchers and destination management organizations. This study contributes to the extension of the Experience Economy in tourism research by examining the links between tourists' assessment of destination attributes, their perceived quality of the service experience and loyalty, in seven emerging Mediterranean destinations. To date, little research has explored the aforementioned aspects, even though the Mediterranean region is the leading tourism destination in …
Managing satisfaction in cultural events: Exploring the role of core and peripheral product
1.INTRODUCTIONSatisfaction is a key concept within the marketing discipline and specifically within the area of consumer behaviour. Satisfaction in the arts is mostly derived from a combination of three elements: the subjective and experiential aspects of the cultural product, the quality of the venue and the quality of the associated peripheral services (Hume, 2008a). According to this author, studies on satisfaction with cultural events are key to understanding customer motives to repurchase subscription which can increase the arts organization's profitability, this being a main goal of the currently complex entertainment arena.This study focuses on satisfaction among visitors of an art e…
Sticking with your university: the importance of satisfaction, trust, image, and shared values
In a context of increasing competition and financial difficulties for higher education institutions, alumni loyalty is a key factor for survival and success. This study tests a model derived from a relationship marketing perspective to investigate the roles of four variables (brand image, trust, satisfaction, and shared values) in the direct and indirect explanation of alumni loyalty. Based on a literature review, a theoretical model is proposed and tested through structural equations modeling for a sample of 1000 university alumni. The results reveal three direct antecedents of alumni loyalty (satisfaction, shared values, and trust) and one indirect antecedent (university brand image). In …