0000000000308868
AUTHOR
Isabel Sánchez-garcía
Effects of dissatisfaction in tourist services: The role of anger and regret
Abstract Dissatisfied customers due to a service failure probably will switch the provider, will complain and/or will spread negative word-of-mouth. However, to what extent some specific emotions triggered by dissatisfaction can mediate between the latter and the previous mentioned behaviours? A sample of 359 users of restaurants and 308 users of hotel services has shown that, whereas anger has a significant influence on the three behaviours under study, regret only affects switching and negative word-of-mouth. Furthermore, slight differences between hotels and restaurants have been found because, in the case of restaurants, anger is not an antecedent of switching whereas regret has an inve…
Brand credibility in cause‐related marketing: the moderating role of consumer values
PurposeThe main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM): cause‐brand fit and consumer attribution of altruistic brand motivations.Design/methodology/approachThis is a quantitative study. Data have been collected through personal interviews at households using the random route sampling technique. The sample is formed by consumers of insurance and personal hygiene products, using different brand‐social cause combinations. Data have been analysed through structural equation modelling and multigroup analysis to test the moderation hypotheses.FindingsFindings show that altruisti…
How social, environmental, and economic CSR affects consumer-perceived value: Does perceived consumer effectiveness make a difference?
This study analyzes the influence of consumer‐perceived dimensions of corporate social responsibility (CSR) from a sustainable development approach (i.e. economic, social, and environmental) on the dimensions of perceived value (i.e. utilitarian, emotional, and social value). The study also analyzes the moderating effect of perceived consumer effectiveness (PCE) in the value generation process around CSR. A theoretical model is estimated with data from 661 consumers of Inditex or Danone products, leading firms in the textile and dairy sectors, respectively. Results indicate that functional value is determined by economic and social dimensions of CSR. Emotional value can be enhanced through …
Factors contributing brand attitude in advergames: Entertainment and irritation
The main contribution of this article is to offer new insights into the antecedents of brand attitude in an advergaming context, focusing on entertainment and irritation as its main drivers. Also, the indirect effect of intrusiveness and congruence on brand attitude is analyzed. A structured questionnaire was completed by a sample of 100 undergraduate and postgraduate students after playing to a real casual advergame. The results show that entertainment is the main driver of brand attitude although irritation also exerts a significant effect on brand attitude due to perceived intrusiveness that, in turn, is determined by incongruence. The study provides useful managerial implications for co…
When satisfied consumers do not return: Variety seeking’s effect on short- and long-term intentions
Even satisfied consumers frequently do not come back, which challenges loyalty theory and marketing practice. It is reasoned that variety-seeking tendencies will significantly affect short-term revisit intentions, whereas satisfaction and regret will mostly determine long-term revisit intentions. Thus, the influence of satisfaction on loyalty is hypothesized to be critically dependent on the time perspective of the intentions, now or later, and variety seeking. A representative survey (N = 400) in eight Spanish cities supported these predictions. Multivariate moderated-mediation analyses revealed that indeed the influence of satisfaction, regret, and variety seeking critically depends on th…