Martina Gallarza

Martina Gallarza
University of Valencia | UV · Marketing Department

BSc in Business by ICADE (Madrid) and PhD (Valencia University)

About

131
Publications
75,920
Reads
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4,939
Citations
Additional affiliations
November 2016 - November 2016
University of Valencia
Position
  • Profesor Titular (Associate Professor)
March 2005 - July 2008
Catholic University of Valencia
Position
  • Dean of Business Faculty
March 2005 - July 2008
Catholic University of Valencia "San Vicente Martir"
Position
  • Dean of the Business Faculty

Publications

Publications (131)
Article
El estudio del binomio rentabilidad-lealtad del cliente suscita el interés de académicos y empresarios por la influencia que tiene sobre el valor del cliente, la sostenibilidad y el crecimiento de la empresa. Este artículo explora el concepto de valor y la cadena de efectos del valor percibido, la satisfacción y otros vínculos intermedios como la c...
Article
Purpose This paper addresses both conceptual and empirical value co-creation and relationship quality in a triadic approach for a B2B industrial context by 1) reviewing the relationship quality concept when social and economic satisfaction are addressed separately and 2) testing alternative models of relationship quality and economic satisfaction w...
Article
Most traditional travel agencies offer their services to corporate clients, although literature focuses on end customers. This paper addresses this research gap, but also aims at bridging the gap between B2C and B2B literature. Specifically, the authors revisit the Quality-Value-Satisfaction-Loyalty chain, a well-established postulate from the B2C...
Article
Full-text available
Research on Value co-Creation (VcC) has been more extensive in B2C (business-to-consumer) than in B2B (business-to-business) and mainly for service contexts, under dyadic approaches (supplier–client). Moreover, research has paid little attention to the impacts of VcC on Satisfaction in its duality: Social and Economic Satisfaction. As a novelty, th...
Article
Full-text available
This work examines the projected image of Romania as an emerging tourism destination. Computed content-analysis was applied to the photos, text and video materials promoted online in Romania’s last international tourism campaign. The conceptual framework used corresponds to intrinsic values (play, aesthetics, ethics and spirituality), from Holbrook...
Article
Despite the wide acknowledgment of consumer value as a dynamic concept in marketing and tourism literature, few studies have addressed its dynamicity. This article provides an approach to the dynamic nature of value in a hotel experience by proposing a conceptual framework that seeks to explain the influence of value types on customer satisfaction...
Presentation
This study examines the merits of reflexive photography as a visual-based technic for exploring student´s perceptions and understanding of the Value of a destination. An exploratory study was undertaken framed by the notion of Perceived Value and its interest for understanding tourist consumer behavior taught in the subject “Comportamiento del Cons...
Article
Purpose This study examines the triadic approach of value co-creation (VcC) in B2B relationships between the industrial manufacturer, its main supplier and its main client, by validating VcC as antecedent of Trust and Commitment, which, in turn, affect Satisfaction. Design/methodology/approach A model studies the association of VcC to Trust, Commi...
Article
Purpose The purpose of this paper is to describe the way in which B-to-B relationships are built, based on commitment and trust affecting value co-creation (VcC) and resulting in greater or lesser economic and social satisfaction and the manager’s perception of the delivered value (business customer value) moderating these effects. Design/methodol...
Article
PERVAL (PERceived VALue) scale has been frequently replicated and adapted in tourism to measure consumer value; however, EVS (Experiential Value Scale) better reflects the experiential nature of tourism consumption. Focusing on a famous cultural heritage site in France (Chambord castle), this research compares PERVAL and EVS by replicating them as...
Article
Purpose Consumer value (CV) is endemic to marketing, and therefore, it is a crucial notion to understand the evolution of tourism research. This paper aims to review the main achievements made on CV in tourism and hospitality literature and also the shortcomings and propose avenues for future research on tourism through the lens of CV. Design/meth...
Article
Purpose The purpose of this paper is to examine the dynamic nature of consumer value by proposing a causal model that shows the existence of sequentiality in value dimensions and in their influence on satisfaction and loyalty. The paper focuses on intrinsic dimensions of value (play, aesthetics, ethics and escapism), which are fully experiential, a...
Article
Higher Education Institutions (HEIs) operate in a competitive environment in which the universities must address issues of customer satisfaction and loyalty. This process requires that educational institutions carefully analyse the key factors contributing to student loyalty in all its dimensions and develop strategies accordingly. Customer loyalty...
Article
In spite of the relativistic nature of Customer Value concept, research on differences in Value perceptions across cultures is still scarce. Gaining insight about this issue would be especially relevant for highly competitive and globalized industries such as Fast-Food or Quick-Service Restaurants (QSR). The purpose of the present paper is to ident...
Article
Customer value research consists of two main streams, with broad recognition in tourism literature: value dimensions (intra-variable perspective) and relationships among value, satisfaction and loyalty (inter-variable perspective). The conceptual framework reviews and categorizes graphically both streams, evidencing the need of research combining b...
Article
Full-text available
Studying the value concept turns out to be necessary and useful in Marketing because it is academically endemic and professionally relevant. However, despite decades of research, authors denounce a certain vicious circle of conceptual and methodological difficulties in Value research. This work reviews and categorizes these difficulties around agre...
Chapter
This study analyses residents’ perceptions and attitudes towards tourism and community engagement with tourism planning. Overall, residents think that the positive effects of tourism development outweigh the negative impacts. Despite this, they express concerns regarding the economic future of their area and that the tourism development in their ar...
Article
Asistimos a un creciente interés académico en el estudio de los eventos. Sin embargo esos estudios se centran principalmente en el análisis de eventos deportivos o culturales y en menor medida en eventos religiosos, a pesar de su potencial de estudio para la gestión y la investigación. Con el presente trabajo buscamos mejorar el conocimiento de los...
Article
Purpose Since universities adopted a “Student as Customer” approach, student consumer behavior is a field of study which has become crucial. In the European higher education area, more understanding is needed on International students, and more precisely on Erasmus students. The purpose of this paper is to validate a multidimensional scale to asses...
Article
Full-text available
Value co-creation is becoming a mainstream in higher education, as a progress within the ‘Students as Customer’ approach. Furthermore, the development of qualitative studies through reflective methods from students can help instructors and managers. The aim of this research is to explore with the aid of a CAQDAS, 30 students’ reflective statements...
Article
The present study aims to perform a segmentation of patients based on their loyalty behaviour. The analysis focuses on Valencia, a region in Spain that features a capitated financing and free-elective framework; such a framework is particularly suitable for this type of study because patient loyalty directly affects the system’s budget and economic...
Article
Full-text available
Svrha – Iskustvena se paradigma pokazala značajnom u istraživanju i razumijevanju konzumacije usluga u kulturi, a time za nju raste i interes u literaturi iz područja marketinga i ponašanja potrošača. U ovom kontekstu odluke o ponašanju potrošača ne smatraju se samo funkcionalnima, već su snažno pod utjecajem emocionalnih dimenzija i intrinzičnih a...
Article
Purpose Perceived value and customer loyalty have been studied jointly in most of services literature but mainly through SEM models. This paper aims to draw on the literature on the multidimensional richness of perceived value, to adopt a segmentation approach and explore segments of loyal consumers towards the service provider based on their valu...
Article
Full-text available
Introduction: The present study analyses the patients behavior in a setting with different management types: public sector management and public-private partnership. More specifically, the objective is to establish in which healthcare type (hospitalization, ambulatory surgery, emergencies, outpatients consultation) do the patients show a loyal beha...
Article
En un marco sanitario de fragmentación territorial y cohabitación de gestión pública con colaboración público-privada, tiene sentido analizar y clasificar los departamentos sanitarios, atendiendo a múltiples objetivos: conocer el comportamiento real de los pacientes cuando pueden elegir dónde ser atendidos, adaptar la cartera de ser vicios a las pr...
Article
Objetivo: El presente trabajo busca analizar empíricamente el comportamiento de lealtad del paciente a un centro sanitario, según sus características demográficas: género y edad. Materiales y métodos: Partiendo de datos secundarios públicos (aplicativo COMPAS) sobre las asistencias a pacientes de la Comunidad Valenciana en 2012, se analizan y comp...
Article
This study broadens the understanding around the topics of e-rating and e-complaining by adopting a value-based approach. In the consumer behaviour literature, value is understood as a “relativistic preference experience” (i.e. an evaluation outcome that varies across subjects, objects and contexts). E-ratings and e-complaints can be analysed throu...
Chapter
Societal demands and consumer patterns have changed: there is a need of elaborating on new concepts and mindsets in understanding stakeholder engagement in relation to Corporate Social Responsibility (CSR) in a way that can challenge the traditional ways of thinking and provide a basis for benefits to all stakeholders. Theoretically, this chapter p...
Article
This article examines the factors and the preferred sources of information that influence prospective Italian students' choice of a Department of Business and Economics at a public university. Results, based on quantitative survey data, show that both future undergraduate and future postgraduate students value the reputation of the university, the...
Article
Globalization has brought new challenges to Higher Education Institutions such as international exchange programs. In this context, the purpose of this work is to analyse students’ value trade-off in their terms abroad. Specifically, a multidimensional framework on value as trade-off is applied: two negative dimensions of sacrifice: monetary (price...
Article
Analysing the order and intensity of the links between sacrifices, quality, value, satisfaction and loyalty has deeply interested tourism researchers for the last decade. This work reviews previous contributions on modelling these variables in tourism literature, analysing each of the links and depicting areas of consensus and controversies. This w...
Article
Purpose In the fertile line of research on consumer value from the services literature, a gap exists between theoretical and empirical knowledge, in particular regarding Holbrook’s conceptual value framework. The present work seeks to find construct validity for a multidimensional value scale based on his proposal. Design/methodology/approach Ba...
Article
Previous literature on consumer behavior has tackled the experiential approach in retailing services in depth; however, most of the previous studies have concentrated on the simultaneous but not concatenated effects of value dimensions on satisfaction and/or loyalty. Furthermore, tourists' shopping behavior remains an underdeveloped area of study f...
Chapter
Societal demands and consumer patterns have changed: there is a need of elaborating on new conceptsand mindsets in understanding stakeholder engagement in relation to Corporate Social Responsibility(CSR) in a way that can challenge the traditional ways of thinking and provide a basis for benefits toall stakeholders. Theoretically, this chapter prov...
Article
Objetivo: En un escenario de financiación capitativa y facturación intercentros, guiado por el lema de “el dinero sigue al paciente”, su lealtad, manifestada a través de la libre elección de centro, adquiere un carácter estratégico para la gestión sanitaria. En este entorno, resulta de especial relevancia conocer en qué diagnósticos y en qué especi...
Article
Objetivo: En un escenario de financiación capitativa y facturación intercentros, guiado por el lema de “el dinero sigue al paciente”, su lealtad, manifestada a través de la libre elección de centro, adquiere un carácter estratégico para la gestión sanitaria. En este entorno, resulta de especial relevancia conocer en qué diagnósticos y en qué especi...
Article
Objetivo: En un escenario de financiación capitativa y facturación intercentros, guiado por el lema de “el dinero sigue al paciente”, su lealtad, manifestada a través de la libre elección de centro, adquiere un carácter estratégico para la gestión sanitaria. En este entorno, resulta de especial relevancia conocer en qué diagnósticos y en qué especi...
Article
This study applies a factor-cluster analysis to a sample of 321 residents in the city of Valencia based on their perceptions of the impacts of cruises on their city. Three clusters of residents were identified, namely 'pessimists', 'cautious supporters' and 'optimists'. Overall, the findings reveal that most respondents doubt the magnitude of posit...
Article
Full-text available
Tourism and shopping are closely related, and the influence of fashion shopping on a tourist’s decision to travel is especially significant. The concept of cognitive and hedonic involvement enables us to relate the importance given to shopping by consumers of fashion products and of tourism services. This research analyses whether tourist involveme...
Article
Full-text available
Purpose: Higher Education Institutions have become a highly competitive market, where consumers (i.e. students) are highly involved in their choices, and managers need to focus on competitive edges. This paper aims to understand the factors that influence student choice behaviour and fulfil student expectations of customer value in higher education...
Article
Research on consumer behavior has supported the usefulness of the experiential approach to explain shopping and consumption in the context of retailing. The present article aims at assessing the soundness of an extended experiential value concept for segmenting apparel retail customers in terms of their loyalty toward the store. A CHAID algorithm b...
Article
The main objective of this study was to compare users’ perception and evaluation of both public and private healthcare services, distinguishing between primary and specialty care, with a cross-cultural approach in two Mediterranean countries: Italy and Spain. Within an exploratory approach and following a descriptive aim, we have conducted a quanti...
Article
Purpose – Consensus on how value dimensions are drivers of overall perceived value is a widespread reality in consumer behaviour literature. But scanty research has been done on which of these value dimensions best predict customer loyalty. The purpose of this paper is to propose a causal model that examines how PERVAL dimensions of value affect cu...
Article
Purpose Within the abundant and not always unanimous body or research on conceptual and methodological approaches to consumer value in services, there are two areas of relative consensus: the multidimensional nature of value (intra-variable approach) and the existence of causal relations with other constructs (inter-variable approach). This work ai...
Article
Full-text available
El fenómeno del voluntariado, como parte del sector no-lucrativo, puede ser estudiado desde una perspectiva de marketing como un comportamiento de consumo en el contexto de la realización de eventos especiales. En este estudio se busca explorar la dimensionalidad de la experiencia de ser voluntario en un megaevento religioso a través del concepto v...
Article
Full-text available
p align="LEFT"> Contexto: desde mediados de los años 2000, la literatura de marketing de servicios propone el Service-Dominant Logic como una novedosa visión estratégica, basada en la creación de un mayor valor con —en lugar de para— el consumidor. Este trabajo busca explorar su aplicabilidad al servicio sanitario. Metodología: mediante la revisió...
Conference Paper
Full-text available
As a consumer behaviour, choosing and experiencing Higher Education services is complex because of the wider range of choices, the comparisons made before experiencing the service, and the recommendation given to others. Accordingly, the interest for researching student behaviour in the HEIs market has stood as a main concern for a long time among...
Article
In order to make evidence the social dimension of satisfaction process, we propose a causal model where satisfaction and value are central constructs, with two antecedents (service quality and social value) and two consequences in the form of loyalty (electronic word-of-mouth and global word-of-mouth). The model is contrasted between 386 Spanish ho...
Article
Full-text available
RESUMEN Este trabajo pretende conocer el grado de satisfacción del cliente desde una óptica dual: cliente externo (primario en paciente y secundario en familiares) e interno (empleado), como indicador de calidad asistencial en un centro de neurorehabilitación. Los resultados avalan la tendencia de los clínicos a introducir el grado de satisfacción...
Article
The main objective of this study is to explore the applicability of a Service Dominant Logic (S-D logic) to the medical device industry by specifically analyzing behaviors associated with value co-creation within education and training service offered by biotech organizations. This study aims to determine the value of its adoption as a sustainable...
Conference Paper
Full-text available
Within the European Space for Higher Education, Universities have become a highly competitive market, where Erasmus students are highly involved in their choices, where they trade off benefits and costs. This paper aims to understand the factors that influence Erasmus student’s value perception as a trade-off between costs and benefits in their cho...
Article
This paper investigates the attitudes of different groups of travellers for and against the disintermediation of travel agencies. In the travel and tourism sector, the way in which people plan, buy and consume tourism products has been deeply transformed by the Internet and user-generated content (UGC), thus challenging the role of traditional trav...
Article
Although management literature has deeply reported the importance of assessing customers’ value perceptions, little attention has been paid to managers’ value perceptions (delivered value). This paper investigates delivered value by providing a conceptual model of relationships between value and other organizational outcomes and an index based on d...
Presentation
Full-text available
The main objective of this study is to compare users´ perception and evaluation of both public and private healthcare service, distinguishing between primary and specialty care, with a cross-cultural approach on two Mediterranean countries: Italy and Spain. Within an exploratory approach and following a descriptive aim, we have conducted a quantita...
Article
Purpose – This research aims to investigate whether emotions can be considered as a suitable variable to segment visitors at a museum. Furthermore, it seeks to analyse whether emotions influence visitor satisfaction and whether this depends on objective variables (such as age, gender and level of education) or not. Design/methodology/approach – A...
Article
Full-text available
This is a summary of a PhD Dissertation, supervised by the professor Martina G. Gallarza, and presented on May 23rd, 2014 at the Catholic University of Valencia (Spain). In this dissertation, the loyalty behaviour to the health service providers is analyzed, in the context of the current debate on the introduction of the private sector in the manag...
Article
The phenomenon of volunteering can be analysed as a consumer experience through the concept of value as a trade-off between benefits and costs. In event volunteering, both the expected value (pre-experienced) and the perceived value (post-experienced) of volunteering can be assessed. With this purpose, an online quantitative survey is conducted wit...
Article
Full-text available
Universities in Spain are nowadays in a period of transformation due to the adaptation of old degrees to a new structure, proposed in the famous Bologna declaration in 1999. According to a certain research stream that has emerged among service researchers considering education at University as a higher involvement service market, we propose a new w...