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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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2017 - 20202
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Subject: Intentional loyalty × Start date: 2017 × End date: 2020 ×

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Now showing 1 - 2 of 2
  • Thumbnail Image
    PublicationOpen 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 Kudeaketa
    Private 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.
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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.