This research examines how customers' perceptions about controversial labor practices of food... more This research examines how customers' perceptions about controversial labor practices of food delivery platforms may affect their intentions to use and recommend these services. Three studies reveal that customers' behavioral intentions depend on their perceptions of the working conditions for the delivery workers, as well as service quality. This influence is higher among customers with a high level of social conscious consumption. Our research also explores the costs that customers would be willing to assume to be served by a food delivery service that offers better working conditions. These insights reveal several relevant managerial implications for gig economy firms.
Service robots and artificial intelligence promise to increase productivity and reduce costs, pro... more Service robots and artificial intelligence promise to increase productivity and reduce costs, prompting substantial growth in sales of service robots and research dedicated to understanding their implications. Nevertheless, marketing research on this phenomenon is scarce. To establish some fundamental insights related to this research domain, the current article seeks to complement research on robots’ human-likeness with investigations of the factors that service managers must choose for the service robots implemented in their service setting. A three-part framework, comprised of robot design, customer features, and service encounter characteristics, specifies key factors within each category that need to be analyzed together to determine their optimal adaptation to different service components. Definitions and overlapping concepts are clarified, together with previous knowledge on each variable and research gaps that need to be solved. This framework and the final research questions provide a research agenda to guide scholars and help practitioners implement service robots successfully.
Opinion leaders are important sources of advice for other consumers. Instagram is the most used p... more Opinion leaders are important sources of advice for other consumers. Instagram is the most used platform by opinion leaders in the fashion industry, and this trend is expected to continue in the near future. This study aims to identify some key antecedents and consequences of opinion leadership in this context. Our results, based on data collected from 808 followers of a fashion focused Instagram account, suggest that originality and uniqueness are crucial factors if a user is to be perceived as an opinion leader on Instagram. In addition, opinion leadership influences consumer behavioral intentions toward both the influencer (intention to interact in the account and recommend it) and the fashion industry (intention to follow fashion advice posted). Finally, the perceived fit of the account with the consumer's personality strengthens the influence of opinion leadership on the intention to follow published advice. These results have interesting implications for the fashion industry.
The arrival of Virtual-Reality, Augmented-Reality, and Mixed-Reality technologies is shaping a ne... more The arrival of Virtual-Reality, Augmented-Reality, and Mixed-Reality technologies is shaping a new environment where physical and virtual objects are integrated at different levels. Due to the development of portable and embodied devices, together with highly interactive, hysical-virtual connections, the customer experience landscape is evolving into new types of hybrid experiences. However, the boundaries between these new realities, technologies and experiences have not yet been clearly established by researchers and practitioners. This paper aims to offer a better understanding of these concepts and integrate technological (embodiment), psychological (presence), and behavioral (interactivity) perspectives to propose a new taxonomy of technologies, namely the “EPI Cube”. The cube allows academics and managers to classify all technologies, current and potential, which might support or empower customer experiences, but can also produce new experiences along the customer journey. The paper concludes with theoretical and managerial implications, as well as a future research agenda.
International Journal of Electronic Commerce, 2010
AbstrAct: On‑line communities provide a key tool for modern marketing and business strategies in ... more AbstrAct: On‑line communities provide a key tool for modern marketing and business strategies in the travel sector, but in‑depth knowledge about the determinants and im‑ plications of traveler participation in these communities is lacking. this study integrates relational capital into ...
International Journal of Market Research, Jan 9, 2009
ABSTRACT In the newspaper industry there is a growing interest in the analysis of the duality of ... more ABSTRACT In the newspaper industry there is a growing interest in the analysis of the duality of channels that distribute the latest news. In this study we identify the main motivations that lead readers to read the press. We also analyse the influence of motivations on the degree of perceived substitutability between digital and traditional newspapers. First, a qualitative study was carried out in order to learn about this particular context of analysis in greater detail. Specifically, we held a focus group and a series of in-depth interviews. These analyses allowed us to identify the four main motivations to read the press: (1) to search for specific information, (2) to get updated news, (3) for leisure reasons, and (4) as a habit. Subsequently, a survey was applied to a representative sample of users and several hypotheses were tested with a binary logistic regression analysis. The results confirm that the motivation to search for updated news influences negatively the perceived degree of substitutability between channels (readers prefer the digital channel when searching for updated news). We also found that reading as entertainment or as habit led readers to consider both channels more 'substitutable'. These findings suggest that both channels can survive alongside one another, avoiding cannibalistic effects, and that the newspaper industry should recognise the difference of the digital channel by paying more attention to its peculiarities.
International Review on Public and Nonprofit Marketing Official Publication of the International Association on Public and Nonprofit Marketing, Aug 18, 2010
International Journal of Web Based Communities, Mar 20, 2015
ABSTRACT Virtual brand communities are increasing their importance day by day due to the fact tha... more ABSTRACT Virtual brand communities are increasing their importance day by day due to the fact that many consumers are using several online tools to share ideas and contact fellow consumers. For this reason, this work explores some antecedents and outcomes of consumer participation in virtual brand communities. The data, obtained through a web survey using Spanish-speaking members of several virtual communities, show that propensity to trust, familiarity with the community, satisfaction in previous interactions with other community members and communication in the community are the main precursors of consumers intentions to participate in a virtual community. Additionally, consumer participation in the activities carried out in a virtual brand community may enhance consumer loyalty to the brand around which the community is centred.
Http Dx Doi Org 10 1300 J050v17n01_07, Sep 8, 2008
ABSTRACT. As has been the case with other public services, the Spanish university system has, ove... more ABSTRACT. As has been the case with other public services, the Spanish university system has, over the last few years, undergone radical changes that have completely transformed the form and type of activities carried out therein. The far-reaching effect of these changes ...
This research examines how customers' perceptions about controversial labor practices of food... more This research examines how customers' perceptions about controversial labor practices of food delivery platforms may affect their intentions to use and recommend these services. Three studies reveal that customers' behavioral intentions depend on their perceptions of the working conditions for the delivery workers, as well as service quality. This influence is higher among customers with a high level of social conscious consumption. Our research also explores the costs that customers would be willing to assume to be served by a food delivery service that offers better working conditions. These insights reveal several relevant managerial implications for gig economy firms.
Service robots and artificial intelligence promise to increase productivity and reduce costs, pro... more Service robots and artificial intelligence promise to increase productivity and reduce costs, prompting substantial growth in sales of service robots and research dedicated to understanding their implications. Nevertheless, marketing research on this phenomenon is scarce. To establish some fundamental insights related to this research domain, the current article seeks to complement research on robots’ human-likeness with investigations of the factors that service managers must choose for the service robots implemented in their service setting. A three-part framework, comprised of robot design, customer features, and service encounter characteristics, specifies key factors within each category that need to be analyzed together to determine their optimal adaptation to different service components. Definitions and overlapping concepts are clarified, together with previous knowledge on each variable and research gaps that need to be solved. This framework and the final research questions provide a research agenda to guide scholars and help practitioners implement service robots successfully.
Opinion leaders are important sources of advice for other consumers. Instagram is the most used p... more Opinion leaders are important sources of advice for other consumers. Instagram is the most used platform by opinion leaders in the fashion industry, and this trend is expected to continue in the near future. This study aims to identify some key antecedents and consequences of opinion leadership in this context. Our results, based on data collected from 808 followers of a fashion focused Instagram account, suggest that originality and uniqueness are crucial factors if a user is to be perceived as an opinion leader on Instagram. In addition, opinion leadership influences consumer behavioral intentions toward both the influencer (intention to interact in the account and recommend it) and the fashion industry (intention to follow fashion advice posted). Finally, the perceived fit of the account with the consumer's personality strengthens the influence of opinion leadership on the intention to follow published advice. These results have interesting implications for the fashion industry.
The arrival of Virtual-Reality, Augmented-Reality, and Mixed-Reality technologies is shaping a ne... more The arrival of Virtual-Reality, Augmented-Reality, and Mixed-Reality technologies is shaping a new environment where physical and virtual objects are integrated at different levels. Due to the development of portable and embodied devices, together with highly interactive, hysical-virtual connections, the customer experience landscape is evolving into new types of hybrid experiences. However, the boundaries between these new realities, technologies and experiences have not yet been clearly established by researchers and practitioners. This paper aims to offer a better understanding of these concepts and integrate technological (embodiment), psychological (presence), and behavioral (interactivity) perspectives to propose a new taxonomy of technologies, namely the “EPI Cube”. The cube allows academics and managers to classify all technologies, current and potential, which might support or empower customer experiences, but can also produce new experiences along the customer journey. The paper concludes with theoretical and managerial implications, as well as a future research agenda.
International Journal of Electronic Commerce, 2010
AbstrAct: On‑line communities provide a key tool for modern marketing and business strategies in ... more AbstrAct: On‑line communities provide a key tool for modern marketing and business strategies in the travel sector, but in‑depth knowledge about the determinants and im‑ plications of traveler participation in these communities is lacking. this study integrates relational capital into ...
International Journal of Market Research, Jan 9, 2009
ABSTRACT In the newspaper industry there is a growing interest in the analysis of the duality of ... more ABSTRACT In the newspaper industry there is a growing interest in the analysis of the duality of channels that distribute the latest news. In this study we identify the main motivations that lead readers to read the press. We also analyse the influence of motivations on the degree of perceived substitutability between digital and traditional newspapers. First, a qualitative study was carried out in order to learn about this particular context of analysis in greater detail. Specifically, we held a focus group and a series of in-depth interviews. These analyses allowed us to identify the four main motivations to read the press: (1) to search for specific information, (2) to get updated news, (3) for leisure reasons, and (4) as a habit. Subsequently, a survey was applied to a representative sample of users and several hypotheses were tested with a binary logistic regression analysis. The results confirm that the motivation to search for updated news influences negatively the perceived degree of substitutability between channels (readers prefer the digital channel when searching for updated news). We also found that reading as entertainment or as habit led readers to consider both channels more 'substitutable'. These findings suggest that both channels can survive alongside one another, avoiding cannibalistic effects, and that the newspaper industry should recognise the difference of the digital channel by paying more attention to its peculiarities.
International Review on Public and Nonprofit Marketing Official Publication of the International Association on Public and Nonprofit Marketing, Aug 18, 2010
International Journal of Web Based Communities, Mar 20, 2015
ABSTRACT Virtual brand communities are increasing their importance day by day due to the fact tha... more ABSTRACT Virtual brand communities are increasing their importance day by day due to the fact that many consumers are using several online tools to share ideas and contact fellow consumers. For this reason, this work explores some antecedents and outcomes of consumer participation in virtual brand communities. The data, obtained through a web survey using Spanish-speaking members of several virtual communities, show that propensity to trust, familiarity with the community, satisfaction in previous interactions with other community members and communication in the community are the main precursors of consumers intentions to participate in a virtual community. Additionally, consumer participation in the activities carried out in a virtual brand community may enhance consumer loyalty to the brand around which the community is centred.
Http Dx Doi Org 10 1300 J050v17n01_07, Sep 8, 2008
ABSTRACT. As has been the case with other public services, the Spanish university system has, ove... more ABSTRACT. As has been the case with other public services, the Spanish university system has, over the last few years, undergone radical changes that have completely transformed the form and type of activities carried out therein. The far-reaching effect of these changes ...
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Papers by Carlos Flavian
investigations of the factors that service managers must choose for the service robots implemented in their service setting. A three-part framework, comprised of robot design, customer features, and service encounter characteristics, specifies key factors within each category that need to be analyzed together to determine their optimal adaptation to different service components. Definitions and overlapping concepts are clarified,
together with previous knowledge on each variable and
research gaps that need to be solved. This framework and the final research questions provide a research agenda to guide scholars and help practitioners implement service robots successfully.
leadership influences consumer behavioral intentions toward both the influencer (intention to interact in the account and recommend it) and the fashion industry (intention to follow fashion advice posted). Finally, the perceived fit of the account with the consumer's personality strengthens the influence of opinion leadership on the intention to follow published advice. These results have interesting implications for the fashion industry.
investigations of the factors that service managers must choose for the service robots implemented in their service setting. A three-part framework, comprised of robot design, customer features, and service encounter characteristics, specifies key factors within each category that need to be analyzed together to determine their optimal adaptation to different service components. Definitions and overlapping concepts are clarified,
together with previous knowledge on each variable and
research gaps that need to be solved. This framework and the final research questions provide a research agenda to guide scholars and help practitioners implement service robots successfully.
leadership influences consumer behavioral intentions toward both the influencer (intention to interact in the account and recommend it) and the fashion industry (intention to follow fashion advice posted). Finally, the perceived fit of the account with the consumer's personality strengthens the influence of opinion leadership on the intention to follow published advice. These results have interesting implications for the fashion industry.