Papers by Constanza Bianchi
This paper examines the relationship between cultural differences between customers and providers... more This paper examines the relationship between cultural differences between customers and providers, and service encounter satisfaction. A theoretical framework is developed. The relationship is proposed to be mediated by mutual understanding and expectation congruency, and moderated by the degree of intangibility of the service and proximity between customer and service provider.
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Most international service research has focused on the export activities of professional and busi... more Most international service research has focused on the export activities of professional and business to business services. Consumer services such as education, retailing, transport, tourism, and healthcare have been less researched from an international services point of view. These companies frequently export their services by attracting foreign consumers to the domestic marketplace where they provide the service. Drawing from interviews with international managers of Australian tourism and educational companies, this exploratory study attempted to understand the main barriers and drivers of performance for consumer service exporters. Data show that superior performance for consumer service firms combines home and host country as well as firm specific resources and capabilities. International managers play an essential role in leveraging these resources and capabilities in ways that enable the firm to gain advantage.
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A critical issue facing services firms is how to succeed internationally. Most research has focus... more A critical issue facing services firms is how to succeed internationally. Most research has focused mainly on the outward export process of service firms. Inward exports of consumer services, such as education and tourism, have been less researched from an international marketing point of view. Through interviews with Australian educational institutions, this research attempted to understand the export of services that attract foreign consumers to the domestic market. Data show that domestic cultural differences and government restrictions are relevant barriers for these firms. Furthermore, the role of government support in promoting the home country as a viable destination is key for international success.
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Australasian Marketing Journal (AMJ), 2012
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Journal of International Food & Agribusiness Marketing
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Journal of Services Marketing
Purpose – The aim of this paper is to explore the inward internationalization process of consumer... more Purpose – The aim of this paper is to explore the inward internationalization process of consumer services. It also aims to conduct a review of the service internationalization literature and use the resource-based view of the firm as a theoretical approach. Design/methodology/approach – Case study methodology is used to explore the internationalization process of five different consumer service sectors: tourism, education, accommodation, transport and entertainment. The main data collection method was interviews conducted with top managers of 12 Australian consumer service firms from these sectors. Findings – Findings of this study show that inward internationalizing services confront most of their barriers, such as immigration policies, exchange rate fluctuations, and cultural differences, in the domestic market where the service is provided. The findings also suggest that superior intentional performance for consumer service firms combines firm-specific resources and capabilities...
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Journal of Global Marketing
This study contributes to the literature on international retailing by addressing a gap in the li... more This study contributes to the literature on international retailing by addressing a gap in the literature regarding how retailers from emerging markets expand internationally. This historical case study analyzes the growth and internationalization process of Chilean retailer Falabella, which is one of the largest retailers in Latin America and has been able to compete with multinationals from developed countries. The research is based on primary and secondary data sources including 33 oral interviews with company managers and family executives, as well as industry data, corporate reports, and trade journals. Drawing on institutional theory, the findings show that belonging to a family conglomerate, engaging in networks, partnerships, and organizational learning, and having an experienced management team helped Falabella gain legitimacy in all international markets.
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Journal of Business Research
Despite the potential for e-commerce growth in Latin America, studies investigating factors that ... more Despite the potential for e-commerce growth in Latin America, studies investigating factors that influence consumers' Internet purchasing behavior are very limited. This research addresses this limitation with a consumer centric study in Chile using the Theory of Reasoned Action. The study examines Chilean consumers' beliefs, perceptions of risk, and subjective norms about continued purchasing on the Internet. Findings show that consumers' attitude towards purchasing on the Internet is an influential factor on intentions to continue Internet purchasing. Additionally, compatibility and result demonstrability are influential factors on attitudes towards this behavior. The study contributes to the important area of technology post adoption behavior.
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International IJC
Fast fashion retailing is leading consumers towards an increased rate of purchasing and the trend... more Fast fashion retailing is leading consumers towards an increased rate of purchasing and the trend to keep clothing for an ever shorter time with the resulting rise in clothing disposal. The aim of this paper is to empirically explore antecedents of two methods of sustainable clothing disposal behaviour in two countries: donating to charities and giving away to family and friends. Using data from females located in Australia and Chile, the authors test the proposed model with structural equation modelling (SEM). The results of this study show that consumer recycling behaviour is a strong and direct driver of donating to charity. In addition, results find that consumer awareness of the environment and consumer age affect donating behaviour. The findings have value for fast fashion retailers, marketers, environmental activists, ecological researchers, charity institutions and public policy makers.
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Journal of Travel & Tourism Marketing
Limited extant research examines Latin American consumers' perceptions of holiday destination... more Limited extant research examines Latin American consumers' perceptions of holiday destinations. This article measures destination brand equity for Australia as a long-haul destination in the emerging Chilean market. Specifically, it develops a model of consumer-based brand equity (CBBE) to explain attitudinal destination loyalty. The proposed model is tested using data from a sample of Chilean travelers. The findings suggest that brand salience, brand image, and brand value are positively related to brand loyalty for Australia. Further, while brand salience for Australia is strong, as a long-haul destination the country faces significant challenges in converting awareness into intent to visit. Australia is a more compelling destination brand for previous visitors than nonvisitors. This implies that a word-of-mouth recommendation from previous visitors, a key component of attitudinal loyalty, is a positive indicator of future growth opportunities for Australia's destination m...
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Chile is one of the most stable and developed nations of Latin America and is strongly impulsed b... more Chile is one of the most stable and developed nations of Latin America and is strongly impulsed by exports. Historically, the main Chilean exportation has been cooper, which in the 70’s represented 80% of total exports. However, in 2004, cooper represented only 47% of Chilean exports as a national strategy of diversification based on the introduction of innovation and marketing. The Chilean fruit industry has been growing consistently during the last decade reaching 17% of total Chilean exports in 2004. Similarly, wine exports have been growing during the last 10 years at a rate of 33%, reaching in 2003 almost US$ 700 millions. Furthermore, salmon and trout exports have also increased at a rate of 25%, with exports for 2003 of US$ 1.127 millions. The main objective of this study is to analyze the food industry, including salmon, wine and fruit exports, to understand: which has been the main role of marketing in the performance of exports?, and how can marketing continue aiding with ...
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Advances in consumer research, 2001
ABSTRACT-This paper presents a conceptual framework that proposes gender identity and culture as ... more ABSTRACT-This paper presents a conceptual framework that proposes gender identity and culture as variables that impact on the success of a relationship marketing strategy when dealing with business-to-consumer relations. A number of authors have suggested that ...
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Papers by Constanza Bianchi