Atributos relevantes de calidad en el servicio y su influencia hacia la lealtad de marca en la industria aseguradora de automóviles en México

The objective of this study is to identify key quality service attributes in the automobile insurance business and determine their influence on brand loyalty. In this study distinction is made between the service during the hiring of the service and the service provided after an accident. In a preliminary exploratory inquiry quality service attributes were identified with the application of in-depth interviews. In an empirical study, hypothesis related to a direct relationship between the attributes and several measures of brand loyalty are contrasted. A sample of n = 210 of automobile insurance clients was conformed. Five regression models were developed for the data analysis, one for each loyalty measure. These analyses allowed a specific detection of significant attributes for each case. Though it is concluded that attributes related to the service after the accident have a higher degree of influence on the customer loyalty, it is found that a particular attribute during hiring (reputation of the insurance company) also has an important role.     

Use numbers not words! Communicating hotels’ cleaning programs for COVID-19 from the brand perspective

After hotels in many countries were forced to close in government-imposed lockdowns during the COVID-19 pandemic, there is an inherent need to communicate how they deal with the coronavirus to motivate guests to visit. However, lack of knowledge about how to persuasively communicate about hotels’ cleaning programs for COVID-19 can challenge the industry’s survival. We investigated how hotels that position their brand as a particular personality (sincere vs. exciting) could benefit from different communication styles (inclusion of numerical vs. verbal quantifiers) when presenting their COVID-19 cleaning procedures. Study 1 explored tourists’ central attitudinal responses toward hotels’ cleaning programs. Study 2 demonstrated that sincere hotel brands would benefit from using numerical and verbal quantifiers to communicate their cleaning policies, whereas exciting hotel brands would benefit only from numerical quantifiers. Our results invite hotel managers to use their brand personality positioning to influence tourists’ attitudes and intentions in a pandemic context.     

The Rocky Road to Legacy: Lessons from the 2010 FIFA World Cup South Africa Stadium Program

This article describes how the management and organization of the South African 2010 FIFA World Cup stadium program shaped the current legacy of an oversupply of overdesigned and underutilized stadiums. The article identifies seven key factors that explain the differences between expected benefits and the actual legacy. Identification of these factors contributes to the increasing academic interest in explaining the poor legacy outcomes of mega‐events. In conclusion, we recommend that future host country governments defragment their stadium programs by establishing a World Cup Delivery Authority (WCDA), with responsibility for the leadership and coordination of the stadium program.     

A game theoretic approach for analyzing the competition between national and store brands by considering store loyalty

1. Download : Download high-res image (189KB)
2. Download : Download full-size image

     

Does participation in the sloping land conversion program reduce the sensitivity of Chinese farmers to climate change?

Over the last two decades, extensive literature has examined the socioeconomic and environmental impacts of China's Sloping Land Conversion Program (SLCP), a program that was launched in late 1990s to mitigate the environmental effects of agricultural production and reduce rural poverty. However, little empirical evidence exists with regard to the impact of SLCP on rural households' sensitivity to nature-induced changes and environmental challenges. In this study, household-level data covering the period 1995–2010 from five Chinese provinces were used to examine the effect of SLCP on farmers' sensitivity to climate change. The empirical results show that participation in SLCP significantly reduced farmers' sensitivity to climate change by reducing their dependency on land and natural resources for income, and by diversifying their livelihood options. Spatially, the results reveal that the effect of SLCP on farmers' sensitivity vary across regions. Specifically, SLCP was found to have a ‘rate effect’ on farmers in the Northern regions and a ‘level effect’ on farmers in the Southern regions. Likewise, we found that the effect of SLCP differs considerably across income groups, with the effect on low- and middle-income groups being most significant. The results indicate that subsidy is the main pathway through which SLCP reduces farmers' sensitivity to climate change. In contrast, we found inclusive evidence about the indirect effect of SLCP farmers' sensitivity through the promotion of non-agricultural employment. These results carry major implications with regard to the effectiveness of ecological conservation programs and their mitigation potential through building farmers' resilience in China and ecologically fragile environments.     

Designing a medicalized wellness service: balancing hospitality and hospital features

Medicalized environments around the world are challenged with making trade-offs between the clinical nature of the service and the customer service elements needed to deliver the service. Many medicalized wellness services have yet to achieve an effective balance between their hospitality and hospital features to generate loyalty (repeat patronage). We present a case study of a blood service organization in a developed country that, at the time of data collection (2011), was working to resolve tension between clinical goals and expectations of Millennial donors. The results identified seven principles: ‘control over booking and service interactions’; ‘build social connections’; ‘offer a luxury, indulgent experience’; ‘build relationship with customer beyond the “medical” procedure’. The three remaining principles related to hospital-like features: ‘hide the functional/medical features of the service experience’; ‘demystify the “hidden” processes’; ‘ability for the physical service environment to be modified by the customer’.     

Customer engagement with tourism social media brands

In tourism, customer engagement has been found to boost loyalty, trust and brand evaluations. Customer engagement is facilitated by social media, but neither of these phenomena is well-researched in tourism. This research contributes in two ways. First, we validate the Customer Engagement with Tourism Brands (CETB) 25-item scale proposed by So, King & Sparks (2014) in a social media context, and offer an alternative three-factor 11-item version of the scale. Second, we replicate their proposed structural model, and test our alternative model, to predict the behavioural intention of loyalty from engagement, and to test customer involvement as an antecedent to engagement. Ultimately, we propose a customer engagement scale and a nomological framework for customer engagement, both of which can be applied in both tourism and non-tourism contexts. Managers of tourism brands on social to better assess the nature of customer engagement with the parsimonious 11-item scale.     

Drivers of airline loyalty: Evidence from the business travelers in China

This paper examines the key factors that determine business traveler loyalty toward full-service airlines in China. Based on literature review and panel interview, ten airline attributes under three categories were derived: (a) operational factors: safety, punctuality, and aircraft; (b) competitive factors: frequency of flights, schedule, frequent flyer program, ticket price, and reputation; and (c) attractive factors: in flight food & drinks and in flight staff service. We surveyed 2000 Chinese business travelers on domestic flights, obtaining 462 usable questionnaires. Hierarchical regression analysis reveals that reputation, in-flight service, frequent flyer program, and aircraft have the greatest influence in driving airline loyalty.