Monica Cortinas

Monica Cortinas
Universidad Pública de Navarra | UPNA · INARBE

PhD

About

40
Publications
17,263
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
533
Citations
Introduction
Born in Pamplona (Spain), I'm assistant lecturer at the Public University of Navarre and member of the INARBE Research Institute. My lines of work have as a common center: the analysis of the encounter between the offering of companies and the demand of consumers in the markets. From the first perspective, the offering of companies, I have focused on management of distribution channels and their transformation in the online markets, currently working on the analysis of the omnichannel strategy. From the perspective of the consumer, my work focuses on the analysis of channel choice processes, especially in online markets. In this line, we are currently using observational techniques to measure unconscious processes such as eyetracking and experimental designs.
Additional affiliations
January 2001 - present
Universidad Pública de Navarra
Position
  • Professor (Associate)

Publications

Publications (40)
Article
Full-text available
Video game companies are increasingly diversifying their profit models. Rather than relying exclusively on the sale of video game titles or the subscription model, video game companies are maximising the revenues and extending the lifecycle of their games by means of a strategy based on the sale of in-game goods. This study contributes to the theor...
Article
The flow theory has been widely applied to explain video game players' gaming and purchasing behaviour. However, due to the conceptual and empirical flaws of the current measurement instruments, researchers can hardly apply them to measure dispositional flow experience of adult video game players. In this research, we conceptualised flow experience...
Article
This paper intends to uncover whether mobile gaming is complemental or substitutable to traditional gaming. A human migration framework, the Push-Pull-Mooring, is adopted to the context of video game switching. A total of 340 valid samples were collected from Chinese video game forums. We applied K-mean clustering to find different video game playe...
Article
The appearance of Artificial Intelligence implementations, such as text-based virtual assistants (chatbots) in education is relatively new. These implementations can be useful for helping teachers and students to solve both educational questions and routine tasks. This paper examines the factors that explain teachers’ acceptance of chatbots through...
Article
Full-text available
Purpose Consumers are increasingly combining distribution channels, thus displaying so-called omni-channel behavior, both to complete a given purchase and between purchases. The authors make a distinction between omni-channel customers, who make use of distribution services in both channels and omni-channel users, who make partial use of the distri...
Article
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...
Conference Paper
Full-text available
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 declarati...
Conference Paper
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 declarati...
Article
A first step in many decision-making processes is a search for information. This paper focuses on the means consumers use to access information prior to contracting services. It uses two different theoretical perspectives, namely, the economic approach and the psychological approach), and the specific aim is to compare consumers’ choice of source w...
Article
To gain the competitive advantage needed to survive and compete in an environment led by large distribution chains, small-scale retailers need to develop distinctive competencies. This is particularly relevant in the case of retail pharmacies, which are already affected by continuously eroding profit margins, increasing liberalization of the sector...
Article
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 instituti...
Article
Full-text available
A fundamental distinction between goods and services is that in the retailing of goods and some services the costs of production and distribution are clearly separable in a non-arbitrary fashion, usually identified as costs of goods sold. They have type I separability. Distribution services, which are also known as attributes, marketing mix or outp...
Article
Full-text available
ABSTRACT 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) analy...
Article
Full-text available
This paper addresses empirically two issues. One is whether or not basic marketing relationships at the establishment level are robust to a substantial change in the market environment. Another one is whether after this event takes place the marketing relationships for new establishments are the same as those for existing establishments. We rely on...
Article
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 pap...
Article
Purpose – This paper aims to examine the way in which consumers integrate experts' opinions into their own evaluations of a selection of red wines. Design/methodology/approach – The authors conduct an experiment to measure the influence of experts' opinions in relation to the complexity of the information, the level of consensus between different...
Article
This paper contributes to the knowledge of the impact of the multi-channel strategy by analyzing its effects on one key aspect of the behavior of financial services customers. We analyze the factors influencing the extent of multi-channel shopping. Using a customer database, the study estimates one latent class regression model to control for heter...
Article
Full-text available
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 análi...
Article
Full-text available
The objective of out study is to analyze how regularity and frequency of purchase affect price and discount sensitivity in brand choice and purchase incidence. We estimate the indicators for regularity and frequency of purchase, and include these two variables in the analysis of consumer purchase behaviour. We verify whether a customer is more like...
Article
In this paper, we analyse the importance of consumer knowledge and its moderating effect on the use of extrinsic cues to make product choices within the white asparagus category. Our experimental design uses 18 screens showing options made from different combinations of brand, origin and price cues. The design uses three knowledge measures: experie...
Article
This paper adapts a framework developed for the analysis of customer satisfaction in retailing to the case of gas stations and implements this framework with unique survey data. Our analysis generates three substantive results. First, the main determinants of customer satisfaction subject to the control of a manager are the same before and after pr...
Article
Entender el uso de los canales de información durante el proceso de compra es vital para el marketing por sus efectos en el proceso de toma de decisiones del consumidor y por sus implicaciones en la planificación de las estrategias de comunicación de las empresas. Este artículo examina cómo se pueden utilizar la capacidad y el atractivo de cada can...
Article
In the retail food sector, databases generated by customer loyalty programs are becoming increasingly important. The information stored in them helps retailers’ decisions relating to pricing policies, promotions, inventories and category management in general. This paper analyzes the data on loyalty-card holders for 10 different product categories...
Article
Full-text available
This paper brings together two bodies of literature. One of them is a literature on the special role of the consumer in retailing. The other one is the literature on customer satisfaction. This joining of literatures is accomplished by identifying distribution services as outputs of retail firms and fixed inputs into the production functions of con...
Article
Full-text available
In this research, we analyze the importance of the extrinsic attributes in the customer's choice of the white asparagus category, paying special attention on the influence of the origin and in the asparagus designation of origin from Navarra. For this, an experiment was designed which included 18 choice screen's with choices made with combinations...
Article
Este trabajo presenta una aplicación de un modelo de red neuronal artificial para explicar la elección entre alternativas en el contexto de una categoría de compra frecuente y de alta penetración en los hogares (el café molido) analizando los datos del punto de venta disponibles para el total de compras en un establecimiento. Se comprueba como los...
Article
Since the 1980s, both the academic literature and business practice have shown a growing interest in the positive effects of a high level of customer loyalty on the performance of firms. As a result of this interest, in the early 1990s we witnessed an explosion in the introduction of loyalty schemes in nearly every industry, particularly among food...
Article
This paper follows a line of research opened up by a series of authors who use a marketing approach for the study of retail service productivity. Without departing from the line of reasoning established by these authors, the main purpose of this paper is to detect possible differences in marketing productivity within and between different types of...
Article
Full-text available
Retailers who wish to make decisions for a single store and have access to the scanner data of all purchases and to the scanner data of customer card-holders may worry about erroneous inferences when using one of the two databases and when using the same models to estimate the effects of their main marketing variables. The questions are: “do the tr...

Network

Cited By

Projects

Projects (2)
Project
What does omnichannel behabior mean? How can a firm identify its omnichannel customers? What are the implications of these definitions?