Open Access
Customer heterogeneity in the development of e-loyalty
(Emerald Group Publishing Limited, 2015) Cortiñas Ugalde, Mónica; Chocarro Eguaras, Raquel; Villanueva Orbaiz, María Luisa; Gestión de Empresas; Enpresen Kudeaketa; Gobierno de Navarra / Nafarroako Gobernua: 228/2008
Purpose: The purpose of this study is to identify customer-specific differences in a general model of e-loyalty taking into account the existence of unobserved heterogeneity. Specifically, we aim to 1) test for the presence of customer heterogeneity 2) assess the impact of potential bias when there is no control for heterogeneity; 3) analyze the distinct customer segments that emerge from the empirical estimation of the model, and 4) describe the segments by their demographic and psychological characteristics. Design/methodology/approach: Panel data from a survey of online shoppers is used in a post hoc segmentation method, which will enable us to identify segments, while estimating the parameters by means of structural equation models; Findings. Three distinct consumer segments emerge. The relative importance of e-loyalty and e-satisfaction is significantly determined by consumers’ shopping styles. Originality/value This study highlights the need to consider unobserved customer heterogeneity when attempting to explain satisfaction and loyalty development processes in the retail context in general, and e-commerce in particular. To our knowledge, this is the first time this approach has been used to analyze the impact of customer heterogeneity on e-satisfaction and e-loyalty.
Open Access
Attention to online channels across the path to purchase: an eye-tracking study
(Elsevier, 2019) Cortiñas Ugalde, Mónica; Cabeza Laguna, Rafael; Chocarro Eguaras, Raquel; Villanueva Larre, Arantxa; Ingeniaritza Elektrikoa, Elektronikoaren eta Telekomunikazio Ingeniaritzaren; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Ingeniería Eléctrica, Electrónica y de Comunicación; Gestión de Empresas
Currently, consumers display what is known as omnichannel behavior: the combined use of digital and physical channels providing them with multiple points of contact with firms. We combine the stimulus-organism-response (S-O-R) model and visual attention theory to study how customers’ attention to digital channels varies across different purchasing tasks. We use eye-tracking techniques to observe attention in an experimental setting. The experimental design is composed of four purchasing tasks in four different product categories and measures the attention to the website and time spent on each task in addition to several control variables. The results show that shoppers attend to more areas of the website for purposes of website exploration than for performing purchase tasks. The most complex and time-consuming task for shoppers is the assessment of purchase options. The actual purchase and post-purchase tasks require less time and the inspection of fewer areas of interest. Personal involvement also plays a role in determining these patterns by increasing attention to the product area.
Open Access
Value creation in mobile social media: a systematic review and agenda for future research
(Emerald, 2021) Ju, Xingting; Chocarro Eguaras, Raquel; Martín Martín, Óscar; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Gestión de Empresas; Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa
Purpose: the purpose of this study is to provide a systematic review of the current state of research regarding mobile social media use for value creation by firms and customers and an agenda for future research. Design/methodology/approach: the authors conducted a systematic review following three main steps: keyword search, study selection and data extraction. A total of 53 articles were identified using academic databases and manual cross-referencing. By means of a thematic analysis method, the study addresses issues related to theory, methods, context, findings and gaps. Findings: the study reviews and illustrates 14 value aspects of the mobile social media and value creation literature. The findings indicate that mobile social media are effective tools for firms to create and capture value from customers and for customers to co-create value. Originality/value: the study contributes to the marketing and social media literature by proposing a conceptual framework that integrates the core components of value creation by firms and customers in the mobile social media context and by proposing an agenda for future research.
Open Access
Situational variables in online versus offline channel choice
(Elsevier, 2013) Chocarro Eguaras, Raquel; Cortiñas Ugalde, Mónica; Villanueva Orbaiz, María Luisa; Gestión de Empresas; Enpresen Kudeaketa; Gobierno de Navarra / Nafarroako Gobernua: 228/2008
Since the advent and rapid diffusion of the Internet, the subject of consumer channel choice has attracted a large amount of research, mainly focused on the influence of channel, consumer and product category characteristics as its drivers. The interaction between channel choice and the purchase situation has been largely ignored, however. This paper is an attempt to fill this gap by identifying the key purchase situation variables and conducting an experiment to assess their impact on the choice between the traditional retail outlet and the online store. The results show that the key determinants of channel choice relate to time and distance. Distance-to-store and time pressures are among the factors affecting the probability of online purchase. Using a conceptual framework to explore differences in the impact of situational variables across product categories (high/low involvement, search/experience good), we show that distance-to-store has more influence on the likelihood of online purchase in situations involving search goods, while social variables are found to play a role only in the context of high-involvement goods.
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 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.
Open Access
Editorial: the impact of AI-enabled technologies in e-commerce and omnichannel retailing
(Frontiers Media, 2021) Cortiñas Ugalde, Mónica; Berné, Carmen; Chocarro Eguaras, Raquel; Niilssen, Frode; Rubio, Natalia; Gestión de Empresas; Enpresen Kudeaketa
Organization's adoption of technology has been an important topic over decades. There is also little doubt that technology influence and has an impact on how organization work and to some extent also on how they are organised. Various disciplines have addressed this issue and many perspectives have been applied over time. The rapidly growing interest for studying technology adoption strategies and outcomes of the implementation of these strategies have led to a wide range of contributions across disciplines. The richness of contributions illustrates the need for knowledge development in this field. At the other side, there is also time and need for some consolidation and review for future directions of the research effort.
Open Access
La heterogeneidad de los consumidores en la valoración de la gestión minorista: un análisis de segmentación post-hoc en modelos de ecuaciones estructurales
(ESIC, 2010) Cortiñas Ugalde, Mónica; Chocarro Eguaras, Raquel; Villanueva Orbaiz, María Luisa; Gestión de Empresas; Enpresen Kudeaketa
Dado el gran aumento de la competencia a nivel de precios, la poca diferenciación de los productos y la gran dificultad para captar nuevos clientes, el análisis del resultado percibido por el cliente sobre el encuentro de servicio con el minorista, es un tema clave para la rentabilidad y supervivencia de las empresas. Sin embargo, para que el análisis resulte efectivo, no hay que ignorar la posible heterogeneidad en las opiniones de los consumidores sobre este encuentro. El presente trabajo centra la atención en la satisfacción y lealtad como resultados perseguidos por la empresa minorista, teniendo en cuenta los distintos segmentos que presentan diferencias en su comportamiento en la interacción satisfacción-lealtad. Para ello, se propone un modelo de ecuaciones estructurales que permite incorporar y controlar esta heterogeneidad mediante una segmentación post-hoc.
Open Access
La importancia del atributo origen en la elección de productos agroalimentarios: el caso del espárrago de Navarra
(Asociación Española de Economía Agraria, 2007) Cortiñas Ugalde, Mónica; Chocarro Eguaras, Raquel; Elorz Domezain, Margarita; Villanueva Orbaiz, María Luisa; Gestión de Empresas; Enpresen Kudeaketa
En este trabajo se analiza la importancia de los atributos extrínsecos en la elección del consumidor para la categoría del espárrago blanco, prestando especial atención a la influencia del origen y a la de la denominación de origen espárrago de Navarra. Para ello, se diseña un experimento que incluye 18 pantallas de elección con alternativas formadas por combinaciones de dichos atributos. Los resultados se analizan mediante un modelo logit multinomial que permite valorar la importancia de los atributos. Mediante una segmentación latente se controla la heterogeneidad y detectamos segmentos diferenciados en el conjunto de los consumidores.
Open Access
From familiarity to acceptance: the impact of Generative Artificial Intelligence on consumer adoption of retail chatbots
(Elsevier, 2025-01-17) Arce Urriza, Marta; Chocarro Eguaras, Raquel; Cortiñas Ugalde, Mónica; Marcos Matas, Gustavo; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
This study investigates the influence of Generative Artificial Intelligence (GenAI) on consumer adoption of retail chatbots, focusing on how GenAI impacts key adoption determinants, the role of familiarity and assessing its effects across different stages of the customer journey. We conducted two waves of surveys, one pre- and one post-GenAI integration, to compare consumer perceptions across three customer service tasks. Using the Service Robot Acceptance Model (SRAM) as a framework, we found that GenAI enhances consumer perceptions of chatbot usefulness, human-likeness, and familiarity, thereby increasing adoption intentions. However, trust remains largely unchanged, and privacy concerns have risen post-GenAI. Additionally, the relationships remain stable across customer journey stages, with familiarity playing a key role. Our findings extend SRAM to the retail context with GenAI, offering new insights into the temporal stability of chatbot adoption factors. It underscores familiarity's dual role (direct and indirect) in fostering adoption, while highlighting that GenAI impacts specific aspects of consumer interaction. These findings provide insights for retailers to leverage GenAI-powered chatbots to enhance customer engagement and satisfaction.
Open Access
Image, brand and price info: do they always matter the same?
(Association for Computing Machinery, 2019) Cortiñas Ugalde, Mónica; Chocarro Eguaras, Raquel; Villanueva Larre, Arantxa; Gestión de Empresas; Ingeniería Eléctrica, Electrónica y de Comunicación; Enpresen Kudeaketa; Ingeniaritza Elektrikoa, Elektronikoaren eta Telekomunikazio Ingeniaritzaren
We study attention processes to brand, price and visual information about products in online retailing websites, simultaneously considering the effects of consumers’ goals, purchase category and consumers’ statements. We use an intra-subject experimental design, simulated web stores and a combination of observational eye-tracking data and declarative measures. Image information about the product is the more important stimulus, regardless of the task at hand or the store involved. The roles of brand and price information are dependent on the product category and the purchase task involved. Declarative measures of relative brand importance are found to be positively related with its observed importance.