LE BÉNÉVOLAT POUR DES ÉVÉNEMENTS SPÉCIAUX: COMPARAISON ENTRE LA VALEUR ATTENDUE ET LA VALEUR PERÇUE

Resumen: El fenómeno del voluntariado, como parte del sector no-lucrativo, puede ser estudiado desde una perspectiva de marketing como un comportamiento de consumo en el contexto de la realización de eventos especiales. En este estudio se busca explorar la dimensionalidad de la experiencia de ser voluntario en un megaevento religioso a través del concepto valor analizado con un enfoque diacrónico: pre-uso (valor esperado) vs. post-uso (valor percibido). Para ello, proponemos un estudio longitudinal sobre 711 voluntarios a través de dos análisis de componentes principales diferentes, antes y después del evento, sobre las mismas escalas de las dimensiones de valor. La estructura propuesta es …

Participar como voluntario en eventos especiales: comparación entre el valor esperado y percibido

El fenómeno del voluntariado, como parte del sector no-lucrativo, puede ser estudiado desde una perspectiva de marketing como un comportamiento de consumo en el contexto de la realización de eventos especiales. En este estudio se busca explorar la dimensionalidad de la experiencia de ser voluntario en un megaevento religioso a través del concepto valor analizado con un enfoque diacrónico: pre-uso (valor esperado) vs. post-uso (valor percibido). Para ello, proponemos un estudio longitudinal sobre 711 voluntarios a través de dos análisis de componentes principales diferentes, antes y después del evento, sobre las mismas escalas de las dimensiones de valor. La estructura propuesta es consisten…

Active and Reactive Value Dimensions: A Dynamic-Based Perspective in the Hotel Sector

Despite the wide acknowledgment of consumer value as a dynamic concept in marketing and tourism literature, few studies have addressed its dynamicity. This article provides an approach to the dynamic nature of value in a hotel experience by proposing a conceptual framework that seeks to explain the influence of value types on customer satisfaction and loyalty as being concatenated rather than simultaneous effects, as more usually described. The concatenation of effects is based on the distinction between active versus reactive values and is tested in a structural model consisting of eight types of value (Efficiency, Service Quality, Status, Esteem, Entertainment, Aesthetics, Ethics, and Es…

A multiblock PLS-based algorithm applied to a causal model in marketing

Value, supplier dependence and long‐term orientation

PurposeIn organizational markets, many companies tend to reduce the number of providers to focus on establishing relationships with few of them. The purpose of this paper is to analyze the influence of relationship value and dependence of supplier on long‐term orientation and customer loyalty in the setting of relationships between travel agencies and their main providers.Design/methodology/approachA partial least square regression is performed to test a proposed model that links several relational variables with outcomes in terms of customer loyalty.FindingsResults provide support for the positive indirect influence of relationship value on long‐term orientation, while customer dependence …

Different levels of loyalty towards the higher education service: evidence from a small university in Spain

Higher Education Institutions (HEIs) operate in a competitive environment in which the universities must address issues of customer satisfaction and loyalty. This process requires that educational institutions carefully analyse the key factors contributing to student loyalty in all its dimensions and develop strategies accordingly. Customer loyalty is a consistent commitment deeply held by customers to re-purchasing and/or recommending the product or service. This paper aims at understanding the different levels of student loyalty towards HEIs through an empirical study run with 705 graduate students from a small University. According to the students' personal and situational characteristic…