PurposeThis paper addresses both conceptual and empirical value co-creation and relationship quality in a triadic approach for a B2B industrial context by 1) reviewing the relationship quality concept when social and economic satisfaction...
morePurposeThis paper addresses both conceptual and empirical value co-creation and relationship quality in a triadic approach for a B2B industrial context by 1) reviewing the relationship quality concept when social and economic satisfaction are addressed separately and 2) testing alternative models of relationship quality and economic satisfaction when value co-creation is introduced.Design/methodology/approachTwo alternative models are developed where relationship quality is conceptualized as a higher-order multi-dimensional construct with three sub-factors: trust, commitment and social satisfaction. Data on the B2B relationship were collected from 77 partaking firms in the Spanish Furniture Market Observatory business panel, covering the manufacturer-retailer and manufacturer-supplier relationships for control and comparison purposes.FindingsUsing PLS-SEM, results reflect that social and economic satisfaction act differently in the B2B relationship. The effect of relationship quality on economic satisfaction is greater when value co-creation is introduced as a mediating variable, although this mediation is partial. Moreover, the mediating effect is greater in the manufacturer-supplier relationship than in the manufacturer-retailer one.Originality/valueThe paper reduces the conceptual gap between value exchanges in B2C and B2B contexts. It also introduces a less-common triadic approach along the supply chain for B2B industrial relationships. Evidence is provided on the importance of social satisfaction as an affective dimension of relationship quality and on the mediating role of value co-creation between relationship quality and economic satisfaction.
ABSTRACT Research on consumer behavior has supported the usefulness of the experiential approach to explain shopping and consumption in the context of retailing. The present article aims at assessing the soundness of an extended...
moreABSTRACT Research on consumer behavior has supported the usefulness of the experiential approach to explain shopping and consumption in the context of retailing. The present article aims at assessing the soundness of an extended experiential value concept for segmenting apparel retail customers in terms of their loyalty toward the store. A CHAID algorithm based on a sample of postrecession Spanish apparel retail customers has identified three segments of customers with differentiated levels of loyalty toward the store: play (emotional value) and ethics (altruistic value) are the most relevant variables for defining these segments.
Purpose– Consensus on how value dimensions are drivers of overall perceived value is a widespread reality in consumer behaviour literature. But scanty research has been done on which of these value dimensions best predict customer...
morePurpose– Consensus on how value dimensions are drivers of overall perceived value is a widespread reality in consumer behaviour literature. But scanty research has been done on which of these value dimensions best predict customer loyalty. The purpose of this paper is to propose a causal model that examines how PERVAL dimensions of value affect customers’ loyalty, through both cognitive and affective satisfaction.Design/methodology/approach– The model is tested on a sample of 820 Spanish retail customers and the findings suggest that product quality and value for money (cognitive) impact customer loyalty through emotional and social value (affective), with significant direct and indirect effects through both cognitive and affective satisfaction.Findings– Notably, the results highlight the mediating role of shoppers’ emotional and social value on the linkages between satisfaction and loyalty. Therefore, this study has proved the embedded impact of value dimensions on overall satisfaction and behavioural intentions in a cognitive-affective-behavioural framework.Practical implications– Managerially, retailers who intend to build long-term relationships with their customers will benefit by investing in emotional factors along with cognitive factors, on the assumption that cognitive factors lead to emotional factors, and that both affect loyalty to the service provider through cognitive and affective satisfaction.Originality/value– This work can be said to have made two substantial contributions to previous literature. First, the old but constantly renewed dichotomy between utilitarian and hedonic attributes in retailing has emerged in the work, in the sense that different value dimensions (two utilitarian, one hedonic and one social) have been proved to be differently related to customer satisfaction (both cognitive and affective), and indirectly to customer loyalty. And second, this work has also proved the existence of a chain of effects between value dimensions: product quality and value for money to emotional value, and this to social value.
Since the beginning of this decade, B2C relationships between consumers and cultural industry have been growing in Spain. Although some studies have focused on self-service and use of technology in service delivery, few have explored the...
moreSince the beginning of this decade, B2C relationships between consumers and cultural industry have been growing in Spain. Although some studies have focused on self-service and use of technology in service delivery, few have explored the role of perceived value in ...
PurposeThe study of sustainability in retail has experienced an exponential interest in recent years as a result of greater awareness on the part of consumers of the negative effects of the current way of producing and consuming on...
morePurposeThe study of sustainability in retail has experienced an exponential interest in recent years as a result of greater awareness on the part of consumers of the negative effects of the current way of producing and consuming on society and the environment. This work examines the heterogeneous evaluation based on behavioural variables in retail trade and how consumer perceptions towards sustainable practices implemented in stores can influence the overall store equity.Design/methodology/approachThe authors propose a theoretical model based on the literature, tested through a mixed regression model in a sample of 510 customers of food retail establishments.FindingsThe dimensions of sustainability are postulated as driving forces of brand equity towards the retail establishment. Specifically, social sustainability shows a greater impact on consumer perception, being the main factor in the development of the store's brand equity. Furthermore, the analysis of unobserved heterogeneity identifies three latent classes in which the effects of perceptions on sustainable retail activities vary across consumer segments.Originality/valueThe study analyses in a single model the effect of sustainability dimensions on store equity from the consumer's perspective, analysing the differences between these relationships as a consequence of the unobserved heterogeneity of consumers.
Despite the importance of innovation in business performance, investigation into innovation in services is scanty and lacking consensus. In retailing, it is a topic that has been awakening considerable academic and business interest in...
moreDespite the importance of innovation in business performance, investigation into innovation in services is scanty and lacking consensus. In retailing, it is a topic that has been awakening considerable academic and business interest in recent years. In this study context, this work analyses innovation in retail experiences from two aspects—marketing innovation and technological innovation—to understand the role it exercises in satisfaction and subsequent recommendation. For that purpose, our objective is to investigate the direct and indirect influence of marketing and technological innovation on satisfaction and word of mouth through three core constructs: store image, consumer value, and store brand equity. On a sample of 820 retail customers of grocery, clothing, furniture, an electronics store and using SEM methodology, the results show that technological innovation is more important than marketing innovation in shaping image, value, and satisfaction. At the same time, store image is the variable that most influences customer satisfaction and that satisfaction is a very significant antecedent of word-of-mouth behaviour. Practical implications for retail managers and further research are presented.
Service-dominant logic (SDL) and the concept of customer value (CCV) are both phenomenological approaches to value creation, deeply applied to tourism services. Conceptual and empirical models linking CCV value types (efficiency,...
moreService-dominant logic (SDL) and the concept of customer value (CCV) are both phenomenological approaches to value creation, deeply applied to tourism services. Conceptual and empirical models linking CCV value types (efficiency, excellence, status, esteem, play, aesthetics, ethics, escapism) and SDL actors (firm, employees, and customers) are tested (340 hotels’ guests). We build higher-order indexes with PLS to test interactivity and contextuality. Indexes of value proposition (firm), value offering (employees) and perceived-value-in-use (consumer) are combined into a reflective-formative-formative index (experiential co-created value). Results show balanced integration of the three actors, positive effect of travel frequency, negative of educational level, and non- significant for gender.
In B2B context, this study focuses on analysing the loyalty formation process from a set of antecedent multidimensional variables—sustainable practices and logistics value—and the moderating effect of type of customer in maritime...
moreIn B2B context, this study focuses on analysing the loyalty formation process from a set of antecedent multidimensional variables—sustainable practices and logistics value—and the moderating effect of type of customer in maritime transport from the user’s perspective. Based on a sample of 105 importing companies and freight forwarders in Panama, a structural equation model was estimated to test the research hypotheses. The results show the significant influences of sustainable practices on value and value on loyalty. The significant mediating effect of value in the relationship between sustainable practices and loyalty is also verified. It indicates the benefits of the presence of perceived logistics value in B2B relationships since it reinforces the intensity of the links between sustainable practices and loyalty. The moderating role of the type of business was confirmed. Amongst importers, sustainable practices show a significantly greater impact on logistics value than in the fre...
Analysing the order and intensity of the links between sacrifices, quality, value, satisfaction and loyalty has deeply interested tourism researchers for the last decade. This work reviews previous contributions on modelling these...
moreAnalysing the order and intensity of the links between sacrifices, quality, value, satisfaction and loyalty has deeply interested tourism researchers for the last decade. This work reviews previous contributions on modelling these variables in tourism literature, analysing each of the links and depicting areas of consensus and controversies. This work seeks to add to this stream of research pursuing two objectives. The first is to contrast two competing models of the relationships between these five constructs: Cronin et al. (2000)’s model, then replicated in Brady et al. (2005) and an alternative model that contemplates the consensus (the relationships quality-value, quality-satisfaction, value-loyalty and satisfaction-loyalty) and proposes a contrast of three of the controversies: relationships sacrifices-quality, value-satisfaction and quality-loyalty. The second objective, methodological, is to propose the study of partial correlations as a technique for exploring relationships ...
The present work deals with the study of the antecedents and consequences of satisfaction in retailing through two variables of special relevance, such as innovation and store image. By differentiating between innovation in marketing and...
moreThe present work deals with the study of the antecedents and consequences of satisfaction in retailing through two variables of special relevance, such as innovation and store image. By differentiating between innovation in marketing and in technology, the goal is twofold: to analyze the chain of effects innovation in marketing (technological innovation - image - satisfaction – word-of-mouth) and to study the moderating effect of activity sector in these relationships. Based on a sample of 820 customers from food, textile, home and electronics retailers, on the one hand, the results confirm the chain of relationships; and the category of the commercialized product also moderates the influence of image on satisfaction. There are important academic and business implications, as well as interesting lines for further research in this field. Among them, it should be noted that marketing innovation influences on technological innovation. Thus, the consumer perceives the adoption of new i...
There has been a particular focus on research into the links between value, satisfaction, and loyalty in services in recent years. In this context, we have selected image as a key strategic retailing tool and retail innovation because it...
moreThere has been a particular focus on research into the links between value, satisfaction, and loyalty in services in recent years. In this context, we have selected image as a key strategic retailing tool and retail innovation because it is a new line of investigation with interesting challenges. This work deals with the study of these two antecedents in the “value→satisfaction→loyalty” chain. We approach the individual perspective considering the self-oriented values of Holbrook (Consumer value. A framework for analysis and research. Routledge, London, 1999) as an appropriate typology for research into retailing experiences. Therefore we aim to analyze the effect of image and innovation on the values of excellence, efficiency, entertainment, and aesthetics, how these values influence satisfaction, and to what extent satisfaction impacts loyalty. On a sample of 820 retail customers of grocery, clothing, furniture, and electronics stores and using SEM methodology, the results show di...
Purpose This study aims to examine how technologies contribute to consumer loyalty in the tourist industry. To achieve this objective, information and communication technology (ICT) development and electronic word-of-mouth (eWOM) are...
morePurpose This study aims to examine how technologies contribute to consumer loyalty in the tourist industry. To achieve this objective, information and communication technology (ICT) development and electronic word-of-mouth (eWOM) are analysed to explore their direct and indirect effects on satisfaction and loyalty dimensions. The moderating role of customer characteristics (personal and experience-related variables) is also considered to study the complex relationship between satisfaction and loyalty. Design/methodology/approach A quantitative study based on a questionnaire structured was developed. The survey was conducted with 386 guests from Spanish hotels. SEM methodology is applied to estimate the structural equation model and multi-group analysis. Findings Results confirm significant relationships in the sequence “ICT advancement-satisfaction with ICT-satisfaction with hotel-loyalty”, the mediating effect of eWOM and the moderating effects of the customer characteristics. Prac...
Studying the value concept turns out to be necessary and useful in Marketing because it is academically endemic and professionally relevant. However, despite decades of research, authors denounce a certain vicious circle of conceptual and...
moreStudying the value concept turns out to be necessary and useful in Marketing because it is academically endemic and professionally relevant. However, despite decades of research, authors denounce a certain vicious circle of conceptual and methodological difficulties in Value research. This work reviews and categorizes these difficulties around agreements and controversies, it provides evidence of the complex nomological network that has been built in years around the value concept. Besides, empirically explores three causal models of relationships between dimensions of Value, Satisfaction and Loyalty, tested with PLS on a sample of 340 hotel customers. The results do not allow to conclude strongly which variable is best explained –Satisfaction or Loyalty– although it does confirm more robust effects of value dimensions (such as Entertainment) on Loyalty, when satisfaction mediates this relationship. We conclude, contextually for this study, on the existence of direct effects (double...
Purpose The literature recognizes the need to study differences in consumer behavior in highly competitive and dynamic markets. In this paper, the authors look at how the heterogeneous evaluation of retailing influences customer...
morePurpose The literature recognizes the need to study differences in consumer behavior in highly competitive and dynamic markets. In this paper, the authors look at how the heterogeneous evaluation of retailing influences customer satisfaction and loyalty. The purpose of this paper is to analyze unobserved heterogeneity on customer value dimensions perceptions in retail establishments, and their potential effects on positive forms of behavioral outcomes considering customer satisfaction as a mediating variable. Design/methodology/approach On a sample of 820 retail customers, the authors apply a finite mixture structural equation modeling that analyzes unobserved heterogeneity simultaneously. In this model, the authors study the influence of heterogeneous perceptions of excellence, efficiency, entertainment and aesthetics on customer satisfaction and of satisfaction on word-of-mouth (WOM) referral and WOM activity. Findings The results show two latent segments where the intensity of ca...
Purpose In tourism, the adoption of Information and Communication Technologies (hereinafter ICT) and variables concerning firms’ links with suppliers have been recognized as key determinants to improve companies’ competitiveness. From the...
morePurpose In tourism, the adoption of Information and Communication Technologies (hereinafter ICT) and variables concerning firms’ links with suppliers have been recognized as key determinants to improve companies’ competitiveness. From the perspective of efficient management of company resources, segmentation has become a key tool and is particularly significant and current in the business-to-business context. The purpose of this paper is to study the segmentation of firms in the tourist industry according to perceived ICT use and relationship value and benefits. In addition, from the management approach, the authors seek to describe the segments that enable the development of differentiated strategies aimed at consolidating relationship benefits in the long term. Design/methodology/approach Using a sample of 310 travel agencies who evaluated the relationship with their main supplier, the authors attempt to examine the utility of these variables as segmentation criteria for identifyi...
Purpose In the fertile line of research on consumer value from the services literature, a gap exists between theoretical and empirical knowledge, in particular regarding Holbrook’s conceptual value framework. The purpose of this paper is...
morePurpose In the fertile line of research on consumer value from the services literature, a gap exists between theoretical and empirical knowledge, in particular regarding Holbrook’s conceptual value framework. The purpose of this paper is to find construct validity for a multidimensional value scale based on Holbrook’s proposal. Design/methodology/approach Based on a literature review, a qualitative phase, and consultation with an expert, eight value scales (efficiency, service quality, play, aesthetics, status, esteem, ethics, and escapism as an adaptation of spirituality) are tested on a sample of 585 hotel customers and are further analyzed with simple and partial correlations, multiple regressions, and structural modeling. Findings Following the literature on the merits of Holbrook’s value typology, results are presented in three concatenated phases: validation of Holbrook’s eight value scales corresponding to his eight value types; interrelationships between these value types sh...
Our work is focused on the segmentation analysis in the Spanish tourist industry. Using a sample of travel agencies who evaluated the relationship with their main supplier (relationship value, relationship benefits and perceived...
moreOur work is focused on the segmentation analysis in the Spanish tourist industry. Using a sample of travel agencies who evaluated the relationship with their main supplier (relationship value, relationship benefits and perceived information and communication technologies (ICTs) use), we attempt to examine the utility of these variables as specific and subjective segmentation criteria for identifying heterogeneous groups. The estimation of a finite mixture model suggests that these bases are able to discriminate firms into six latent classes with different levels of ICT use and relationship variables. The novelty in this work lies in the application of latent segmentation methodology and the simultaneous use of bases associated with ICT and relationship variables in business-to-business tourism.
Purpose The service industry has been facing many challenges connected to sustainable practices and how they affect final consumers. This paper aims to explore the impact of value co-creation (VCC) on customer-based brand equity and...
morePurpose The service industry has been facing many challenges connected to sustainable practices and how they affect final consumers. This paper aims to explore the impact of value co-creation (VCC) on customer-based brand equity and satisfaction, the latter being considered in terms of overall and green customer satisfaction. Moreover, considering the influence that a consumer’s age has on their behaviour, this paper analyses the moderating role of generational cohorts (Centennials vs. Millennials) on the direct interactions between the examined variables. Design/methodology/approach The empirical study was conducted in hotel companies, which place a strong emphasis on customer service and as such provide valuable implications for the industry. The data were collected from 263 hotel guests in Ukraine in 2018 using a structured closed-response face-to-face survey. Partial least squares structural equation modelling was used to test the hypothesised relationships. Multi-group analysis...
El objetivo de este trabajo fue analizar la incidencia del desarrollo sostenible sobre la cadena de efectos: valor percibido - capital de marca - lealtad. Para ello, se propone un modelo teórico de relaciones que se contrasta a partir de...
moreEl objetivo de este trabajo fue analizar la incidencia del desarrollo sostenible sobre la cadena de efectos: valor percibido - capital de marca - lealtad. Para ello, se propone un modelo teórico de relaciones que se contrasta a partir de una muestra de 317 clientes de hipermercados en Ecuador. Los resultados, aplicando una metodología exploratoria y confirmatoria, combinada con regresión por mínimos cuadrados parciales, mostraron que tanto las acciones de desarrollo sostenible como el valor percibido son pilares maestros sobre los que se puede apoyar la estrategia minorista. Ambas se muestran como variables clave por su naturaleza, en cuanto son multidimensionales, y por su alcance, al permitir construir la lealtad del consumidor hacia el hipermercado a través de su capital de marca.
Innovation and sustainability are postulated as key variables for the future of large commercial distribution. In addition, the development of Information and Communication Technologies (ICT) solutions, and especially those related to...
moreInnovation and sustainability are postulated as key variables for the future of large commercial distribution. In addition, the development of Information and Communication Technologies (ICT) solutions, and especially those related to Artificial Intelligence (i.e., Just Walk Out, Intelligent Retail Lab) and digitization, are particularly relevant factors in the current pandemic scenario in which retail companies operate. These tools are essential to face the derived changes in commercial relations, especially between companies and consumers. For all these reasons, this work aims to examine the effect of ICT, as a driving factor for innovation and its direct and indirect impact on sustainability in retailing. Furthermore, this study takes into account the eventual differences in these relationships according to the types of store formats. To achieve the aforementioned objective, a theoretical model is proposed that is tested through an empirical study carried out on a sample of 510 c...
Purpose Perceived value and customer loyalty have been studied jointly in most of services literature but mainly through SEM models. This paper aims to draw on the literature on the multidimensional richness of perceived value, to adopt a...
morePurpose Perceived value and customer loyalty have been studied jointly in most of services literature but mainly through SEM models. This paper aims to draw on the literature on the multidimensional richness of perceived value, to adopt a segmentation approach and explore segments of loyal consumers towards the service provider based on their value perceptions. Design/methodology/approach A survey was conducted among 460 Spanish consumers interviewed at the store exit of seven retail chains in two sectors (grocery and home furnishing). A CHAID analysis was performed on loyalty responses, through nine value dimensions (efficiency, service quality, product quality, emotional value, value for money, social value, aesthetic value, escapism and ethics). Findings Results show the existence of different groups of loyal customers based on the nine value types. Efficiency is prioritised by the most loyal customers in grocery but not for home furnishing. Emotional value and aesthetics, along ...
PurposeThe word-of-mouth comments considered as the evaluation of a purchase experience have been widely discussed in the literature. Nevertheless, the study of online reviews pre-purchase stage remains limited. The purpose of this study...
morePurposeThe word-of-mouth comments considered as the evaluation of a purchase experience have been widely discussed in the literature. Nevertheless, the study of online reviews pre-purchase stage remains limited. The purpose of this study is to analyze the variables that support word-of-mouth adoption in the choice of the hotel, from the receiver perspective.Design/methodology/approachThe information was collected by face-to-face survey to 393 guests from 32 hotels in two Spanish cities. Structural equation modeling was applied to test the hypotheses.FindingsThe results confirm the significant and indirect effects of the motivations for conducting reviews on online word-of-mouth adoption. Specifically, the significant relationship chain of convenience and risk reduction motivations, intention to consult online comments, volume of comments exert a significant influence on acceptance the suggestions in online reviews and recommendations about the hotels.Research limitations/implication...
ABSTRACT Within the deep and extensive research on value, two main areas of discussion emerge: multidimensionality (intra-variable approach) and interrelationships with other constructs (inter-variable approach). Independently, the two...
moreABSTRACT Within the deep and extensive research on value, two main areas of discussion emerge: multidimensionality (intra-variable approach) and interrelationships with other constructs (inter-variable approach). Independently, the two areas have produced relevant knowledge; however, when studying them jointly, the results are inconsistent. The paper aims first to build four self-oriented value scales for a hospitality experience (efficiency, quality, play, and aesthetics), and second to test them in a SEM model with overall perceived value, customer satisfaction, and customer loyalty, upon a sample of 585 hotel consumers in Sardinia (Italy). The results show both unexpected (for the intra-variable approach) and confirmatory (for the inter-variable approach) findings: first, in spite of being a hedonic experience (leisure tourism), intrinsic values (play and aesthetics) are weaker predictors than extrinsic ones (efficiency and service quality) of both overall value and loyalty. Second, a clear quality–value–satisfaction–loyalty chain is confirmed, with relevant indirect effects.
ABSTRACT La caracterización de las empresas de un sector es esencial para comprender la situación de la distribución comercial y analizar su evolución. En el presente trabajo abordamos el estudio de los distribuidores de material cerámico...
moreABSTRACT La caracterización de las empresas de un sector es esencial para comprender la situación de la distribución comercial y analizar su evolución. En el presente trabajo abordamos el estudio de los distribuidores de material cerámico y de construcción en España a partir de fuentes de información primaria y secundaria. La lectura conjunta de los resultados obtenidos a partir de ambas fuentes de datos permite realizar una primera aproximación a la situación de un sector que ha experimentado un extraordinario crecimiento en los últimos años.
mollaa@uv.es;
alaitz@uv.es;
irenegil@uv.es;
ruizmaeu@uv.esResearch Interests:
... San Vicente Martir, Guillem de Castro, 175, Valencia 46008, Spain e-mail: francisco.arteaga@ ucv.es MG Gallarza Faculty of Economics, Department of Marketing, Universitat de Valencia, Avenida de los Naranjos s/n, Valencia 46022, Spain...
more... San Vicente Martir, Guillem de Castro, 175, Valencia 46008, Spain e-mail: francisco.arteaga@ ucv.es MG Gallarza Faculty of Economics, Department of Marketing, Universitat de Valencia, Avenida de los Naranjos s/n, Valencia 46022, Spain e-mail:
martina.gallarza@uv.es I. Gil ...
PurposeThe purpose of this paper is to explore the classical topics of services literature in a tourism experience with a means‐end‐model on the quality‐value‐satisfaction‐loyalty chain. Within this wide stream of research, this work has...
morePurposeThe purpose of this paper is to explore the classical topics of services literature in a tourism experience with a means‐end‐model on the quality‐value‐satisfaction‐loyalty chain. Within this wide stream of research, this work has a particular interest on value antecedents and on the sense of the link between value and satisfaction.Design/methodology/approachAn overall tourism experience with positive and negative antecedents (benefits and sacrifices experienced) and classical evaluations (perceived value, satisfaction and loyalty as behavioral intention) is analyzed through two competing structural models measured with partial least squares on a sample of 274 students traveling in groups for leisure purposes.FindingsThe empirical findings show that: the chain of constructs service quality‐perceived value‐customer satisfaction‐loyalty is once again confirmed in a service setting; affective antecedents (social value, play and aesthetics) are more important determinants of perc...
This paper deals with the process by which electronic customer loyalty (e-loyalty) is formed. The twofold aim is to analyse e-loyalty, describing its development in terms of how it is influenced by several determinants and to study...
moreThis paper deals with the process by which electronic customer loyalty (e-loyalty) is formed. The twofold aim is to analyse e-loyalty, describing its development in terms of how it is influenced by several determinants and to study potential barriers to switching which ...
... USA. Email: Martina G. Gallarza (
martina.gallarza@uv.es). *Correspondence: Martina G. Gallarza, Marketing Department, Universidad de Valencia, Avda. de los Naranjos s/n, Valencia 46022, Spain. Publication History. Issue ...
... Irene Gil-Saura a , Corresponding Author Contact Information , E-mail The Corresponding Author , David Servera-Francés b , 1 , E ... the company is at integrating basic operational processes and thus generating a differentiated...
more... Irene Gil-Saura a , Corresponding Author Contact Information , E-mail The Corresponding Author , David Servera-Francés b , 1 , E ... the company is at integrating basic operational processes and thus generating a differentiated service ([Bowersox and Daugherty, 1995], [Van der ...
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...
morePurposeIn 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 of the main provider does not seem to exert a significant effect. These findings support the importance of value creation for providers in their relationships with their customers.Practical implicationsThis study allows us to suggest that service companies, such as travel agents, should concentrat...
Información del artículo Estimación de modelos causales con PLS: una aplicación al valor logístico.