Person: Múgica Grijalba, José Miguel
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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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Publication Open Access Private sales clubs: a 21st century distribution channel(Elsevier, 2017) Betancourt, Roger R.; Cortiñas Ugalde, Mónica; Chocarro Eguaras, Raquel; Elorz Domezain, Margarita; Múgica Grijalba, José Miguel; Gestión de Empresas; Enpresen KudeaketaPrivate sales clubs are a novel service institution arising out of the Internet’s ability to allow an exclusively online channel to distribute out of season or out of fashion inventories to a large set of customers. They have become a thriving industry in the 21st century. In this paper we enhance understanding of this technology mediated institution as a distribution channel. Furthermore, we show how to measure the impact of the distribution services it provides through the Internet on customer satisfaction and of the latter on economic performance. We rely on the technique of quantile regressions in this endeavor. The latter allows for asymmetries in the response function that have been noted as a major issue to be addressed in the analysis of both customer satisfaction and economic performance variables. Our most important empirical finding is that the distortions introduced by ignoring asymmetries in the response function with respect to customer satisfaction are extremely misleading for managers of private sales clubs.Publication Open Access The impact of market environments on marketing relationships(Canadian Center of Science and Education, 2014) Betancourt, Roger R.; Chocarro Eguaras, Raquel; Cortiñas Ugalde, Mónica; Elorz Domezain, Margarita; Múgica Grijalba, José Miguel; Gestión de Empresas; Enpresen KudeaketaThis paper addresses two issues empirically that have been somewhat neglected in the marketing literature. The first one is whether or not basic marketing relationships at the establishment level are robust or stable to the realization of major events that change the market environm ent. The second one is whether after these events take place the marketing relationships for new establishments are the same or different from those of existing establishments. What allows us to address these issues is a combination of factors af fecting the operation of gas stations in Pamplona, Spain. We conducted a survey of gas stations in 1998 when prices of gasoline products were fixed by the government and a similar survey in 2007 when gas retail prices were set by market participant. This major change in market environment was the result of a price liberalization law. A comparison of the same establishments in the two surveys allows us to address the first issue identified above. A comparison of new establishments and existing ones in the most recent survey allows us to addr ess the second issue identified above. Briefly put, customer satisfaction and its determinants prove to have a robust, stable relationship with respect to the changed market environment during this nine year period. On the other hand, some aspects of the relation between future patronage intentions and its determinants are subs tantially altered by the changed market environment. The aspects that remain the same in both comparisons are, thus, geographically as well as inter-temporally stable. Those that change often can be associated with specific changes in the nature of the market for gas stations in Pamplona during this nine year period.