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Múgica Grijalba, José Miguel

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https://academica-e.unavarra.es/handle/2454/49626

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Múgica Grijalba

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José Miguel

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Gestión de Empresas

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INARBE. Institute for Advanced Research in Business and Economics

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0000-0003-0629-6378

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477

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2004 - 200912010 - 20201
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Author: Berné, Carmen × Has files: true ×

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    PublicationOpen Access
    The use of a retail store database for brand choice analysis
    (Taylor & Francis, 2004) Berné, Carmen; Cortiñas Ugalde, Mónica; Elorz Domezain, Margarita; Múgica Grijalba, José Miguel; Gestión de Empresas; Enpresen Kudeaketa
    Retailers who wish to make decisions for a single store and have access to the scanner data of all purchases and to the scanner data of customer card-holders may worry about erroneous inferences when using one of the two databases and when using the same models to estimate the effects of their main marketing variables. The questions are: 'do the transactions reflected by the customer cards necessarily reflect the usual purchase behavior of all customers?'; and 'do the same customer response models apply equally to regular customers and for the rest of individuals shopping at the store?'. To answer these questions, a brand choice multinomial logit model choice is applied for the product category chosen (ground coffee). The major findings are that regular price elasticity of all brands in the customer segment is twice what was estimated when studying the total purchases. The effects on brand and type of coffee are greater in the customer card-holders segment than in the total purchases.
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    PublicationOpen Access
    Direct and indirect tourism online channels. Do they have a different potential for customer loyalty?
    (MDPI, 2020) Múgica Grijalba, José Miguel; Berné, Carmen; Institute for Advanced Research in Business and Economics - INARBE
    To manage their competitive goals, e-tourism service companies, in direct and in indirect channels respectively, need to know the antecedents of customer loyalty. Customer loyalty, generated by satisfaction in its various forms, is the cornerstone of the company's assets and financial sustainability. Current literature does not provide a comparative analysis on this issue. To fill this gap, this research presents a model that includes customer satisfaction and participation as the main drivers of customer loyalty. The empirical research relies on one survey conducted by a market research company addressed to Internet users in Spain with experience in online purchases of tourism products. The estimation method is 3SLS (Three-Stage Least Squares), a simultaneous equations model applied to the database obtained. The results reveal a different potential of the two types of e-channels in producing higher levels of loyalty through customer participation. Increasing the participation of customers in indirect e-tourism channels results in higher returns on loyalty while the impact is lower in the direct channels. These findings are especially interesting for tourism service providers.