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on Marketing |
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Issue of 2008‒07‒20
six papers chosen by Joao Carlos Correia Leitao University of the Beira Interior |
| By: | Ana B. Casado (Universidad de Alicante); Juan Luis Nicolau (Universidad de Alicante); Francisco Mas Ruiz (Universidad de Alicante) |
| Abstract: | Research has shown that more than half of attempted recovery efforts fail, producing a "double deviation" effect. Surprisingly, these double deviation effects have received little attention in marketing literature. This paper examines what happens after these critical encounters, which behavior or set of behaviors the customers are prone to follow and how customers' perceptions of the firm's recovery efforts influence these behaviors. For the analysis of choice of the type of response (complaining, exit, complaining and exit, and no-switching), we estimate multinomial Logit models with random coefficients (RCL). The results of our study show that magnitude of service failure, explanations, apologies, perceived justice, angry and frustration felt by the customer, and satisfaction with service recovery have a significant effect on customers' choice of the type of response. Implications from the findings are offered. La investigación ha mostrado que más de la mitad de los intentos de recuperación tras el fallo de un servicio fracasan, lo que produce un efecto de "desviación doble". Sorprendentemente, estos efectos de desviación doble han recibido muy poca atención en la literatura de marketing. Este trabajo analiza qué ocurre tras estos encuentros críticos, ¿qué comportamiento o conjunto de comportamientos tienden a seguir lo clientes? y ¿cómo afectan a estos comportamientos las percepciones de los clientes acerca del problema y de los esfuerzos de recuperación de la empresa?. Para el análisis del tipo de respuesta (queja, abandono, queja y abandono, y no cambiar de entidad), estimamos modelos Logit multinomiales con coeficientes aleatorios (RCL). Los resultados de nuestro estudio muestran que la magnitud del fallo inicial, las explicaciones y disculpas recibidas tras el mismo, la justicia percibida en la gestión de la queja, la frustración y el enfado que siente el cliente y la satisfacción con el proceso de recuperación, tienen un efecto significativo en la elección de los clientes del tipo de respuesta de queja. Finalmente, se ofrecen implicaciones para la gestión. |
| Keywords: | desviación doble, comportamiento de queja del consumidor, modelos Logit multinomiales con coeficientes aleatorios (RCL), recuperación del servicio. Double deviations, consumer complaining behavior (CCB), multinomial logit models with random coefficients (RCL), service recovery. |
| JEL: | M31 G21 |
| Date: | 2008–05 |
| URL: | http://d.repec.org/n?u=RePEc:ivi:wpasec:2008-07&r=mkt |
| By: | Andreas Kanther (Universidad Miguel Hernández); Francisco José Sarabia Sánchez (Universidad Miguel Hernández); José Francisco Parra Azor (Universidad Miguel Hernández) |
| Abstract: | The influence of culture in the buying decision process is analyzed by focusing on the information seeking behaviour for a product representing a complex decision making. The literature proves the importance of culture for the decision process while there are hardly any studies available for the real-estate sector. Using a cultural specific approach, the influence of culture (represented by the dimensions of horizontal and vertical individualism and collectivism, risk aversion, and future time perspective) on information seeking behaviour (importance of information sources, information search effort, cognitive effort and perceived risk) is analyzed. The study, with a sample of people from three European countries - Spain, Germany and United Kingdom - who bought a house for residential tourism within the last four years in the Costa Blanca area found significant influences of culture on the different groups and variables considered. Se realiza un análisis de la influencia de la cultura sobre el proceso de decisión de compra, centrándose en la etapa de búsqueda de información en un bien de decisión de compra compleja. La literatura ha incidido en la importancia de la cultura como factor importante, aunque apenas hay literatura en el ámbito del marketing del sector inmobiliario. Tras adoptar un enfoque específico-cultural, se analiza la influencia diferencial de la cultura (medida mediante las dimensiones 'verticalidad-horizontalidad' y 'colectiva-individual', la aversión al riesgo y la orientación al tiempo) sobre la búsqueda de información medida mediante la importancia dada a las fuentes de información, los esfuerzos de búsqueda y cognitivo y el riesgo percibido. El estudio, realizado en una muestra de compradores de vivienda para turismo residencial en los últimos 4 años en la CostaBlanca, procedentes de 3 países europeos -España, Alemania y Reino Unido- muestra la influencia real y significativa de la cultura en los diversos colectivos y variables consideradas. |
| Keywords: | : Marketing Inmobiliario, Comportamiento del consumidor cross-cultural, Estudio Intercultural, Vivienda, Turismo Residencial, Cultura, Búsqueda de Información, Proceso de Toma de Decisiones. Real-estate marketing, Cross-cultural consumer behaviour, Intercultural study, Residential tourism, Culture, Information seeking, Decision making process. |
| Date: | 2008–04 |
| URL: | http://d.repec.org/n?u=RePEc:ivi:wpasec:2008-03&r=mkt |
| By: | Andreu Blesa (Universitat Jaume I); Diego Monferrer Tirado (Universitat Jaume I); María Ripolles Meliá (Universitat Jaume I) |
| Abstract: | The main aim of this study is to analyze the factors that can favor the international performance of new companies. Specifically, the paper studies the influence of market orientation on the generation of marketing capabilities, as well as the role of these capabilities in the international performance of international new ventures through the choice of high investment entry modes and geographical dispersion. The relationship of these variables to international performance is also analyzed. This model of influence has been confirmed in a sample of Spanish international new ventures by means of structural equations models. The results allow us to affirm a positive relationship between market orientation and marketing capabilities, and moreover, that these capabilities contribute to the choice of high investment entry modes. Finally, the analysis also presents a positive relationship between entry modes and the international performance of new companies. El principal objetivo de este trabajo es analizar los factores que favorecen el resultado internacional de las nuevas empresas. Se analiza la influencia de la orientación al mercado en la generación de capacidades de marketing. Asimismo se estudia el efecto de dichas capacidades en la elección del método de entrada y en la dispersión geográfica de los mercados. También se analiza la relación de estas variables en el resultado internacional. Dicho modelo de influencia ha sido contrastado en una muestra de nuevas empresas internacionales españolas mediante modelos de ecuaciones estructurales. Los resultados permiten afirmar que existe una relación positiva entre la orientación al mercado y las capacidades de marketing, y que dichas capacidades contribuyen a la elección de modos de entrada de alto compromiso de recursos y control. Finalmente, el análisis también presenta una relación positiva entre estos modos de entrada y el resultado internacional de las nuevas empresas. |
| Keywords: | Orientación al Mercado, Nuevas Empresas Internacionales, Creación de Empresas, Internacionalización Market Orientation, International New Ventures, Entrepreneurship, Internationalizatio |
| Date: | 2008–03 |
| URL: | http://d.repec.org/n?u=RePEc:ivi:wpasec:2008-01&r=mkt |
| By: | Ioana Chioveanu (Universidad de Alicante) |
| Abstract: | I analyze the implications of bundling on price competition in a market with complementary products. Using a model of imperfect competition with product differentiation, I identify the incentives to bundle for two types of demand functions and study how they change with the size of the bundle. With an inelastic demand, bundling creates an advantage over uncoordinated rivals who cannot improve by bundling. I show that this no longer holds with an elastic demand. The incentives to bundle are stronger and the market outcome is symmetric bundling, the most competitive one. Profits are lowest and consumer surplus is maximized. |
| Keywords: | Bundling, complementary goods, product differentiation |
| JEL: | L11 L13 |
| Date: | 2008–03 |
| URL: | http://d.repec.org/n?u=RePEc:ivi:wpasad:2008-04&r=mkt |
| By: | Masahisa Fujita (Konan University and Research Institute of Economy, Trade and Industry (RIETI)); Nobuaki Hamaguchi (Research Institute for Economics and Business Administration, Kobe University) |
| Abstract: | This paper presents a general equilibrium model of NEG incorporating the brand agriculture which produces differentiated agricultural products. Focusing on the core-periphery space, we show that highly differentiated brand agriculture can be sustained in the periphery even when the accessibility of the core market is not particulary good. This result gives support for promoting innovation in rural area in order to avoid direct price competition in generic commodity market under unfavorable competitive condition. |
| Keywords: | brand agriculture, NEG, core-periphery |
| JEL: | O21 Q10 R13 |
| Date: | 2007–10 |
| URL: | http://d.repec.org/n?u=RePEc:kob:dpaper:207&r=mkt |
| By: | Yusuke Inami (Graduate School of Economics, Kyoto University) |
| Abstract: | This paper considers second-price, sealed-bid auctions with a buy price where biddersf types are discretely distributed. We characterize all equilibria, restricting our attention to equilibria where bidders whose types are less than a buy price bid their own valuations. Budish and Takeyama (2001) analyzed the two-bidder, two-type framework, and showed that if bidders are risk-averse, a seller can obtain a higher expected revenue from the auction with a certain buy price than from the auction without a buy price. We extend their revenue improvement result to the n-bidder, two-type framework. However, in case of three or more types, biddersf risk aversion is not a sufficient condition for the revenue improvement. Our example illustrates that even if bidders are risk-averse, a seller cannot always obtain a higher expected revenue from the auction with a buy price. |
| Keywords: | Auction; Buy price; Risk aversion |
| JEL: | C72 D44 |
| Date: | 2008–07 |
| URL: | http://d.repec.org/n?u=RePEc:kyo:wpaper:657&r=mkt |