Pinelopi Athanasopoulou

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• PhD in Marketing
• Professor (Full) at University of Peloponnese

This study analyzes 136.413 reviews, sourced from booking.com, regarding 3, 4, and 5-star hotels in Athens, Greece. Using an R dedicated routine (LDA), to extract the most frequently used words from online reviews related to nine service attributes, and three-factor theory, a multi-attribute model is formulated to study the asymmetric effects of di...

The purpose of this study is to use the resource-based view and contingency theory to examine the relationships between export market orientation (EMO), marketing capabilities (MKTC), and export performance (EP). Additionally, we analyze the effects of company resources (size, years of exporting activity, number of foreign markets served, and the e...

This study investigated the integration of Artificial Intelligence (AI) with gamifi-cation techniques to enhance student motivation, engagement, and academic per-formance in management education. A non-probability sample of 200 undergrad-uate students from Greece was randomly assigned to one of two groups: an ex-perimental group that experienced AI...

This study aims to explore how culture induces the dynamics in the asymmetric impact of service quality attributes, extracted from hotel customers’ online reviews, on customer satisfaction. The study analyses 13.653 tourists’ online reviews from various European regions concerning the service they received from 4- and 5-star hotels located in the v...

In today’s interconnected world the strength of electronic word of mouth (e-wom) is higher than ever especially in tourism where online reviews affect online purchase decisions and customer satisfaction (Kim et al., 2016; Athanasopoulou & Giovanis, 2023). Consumer-generated content, in the form of online reviews, is becoming an increasingly importa...

Swimming training can enhance the Quality of Life (QoL) of children with disabilities. However, it is important to investigate how we can enhance the QoL of parents as well. The purpose of this study is to investigate whether swimming training of children in amateur sports clubs that are non-profit organizations can enhance their parents’ QoL. A su...

The most famous Marathon race is the Athens Authentic Marathon, an event linked to Greek history, and organized by the Hellenic Amateur Athletic Federation which is a non-profit organization. The purpose of this study is to explore the management dimensions involved in organizing a major running event as seen from the managers’ point of view. Semi-...

The purpose of this study is to investigate the use of Social Media (SM) as a marketing tool by Greek sport tourism businesses at each stage of the consumer decision making process. Specifically three stages are analyzed, before, during, and after the consumption experience. In total, 20 interviews were conducted with managers of Sport Tourism busi...

Alternative forms of tourism are associated with environmental and cultural values that allow both the community and tourists to interact with each other and share their experiences. Framed by Butler’s Social Exchange Theory, this preliminary quantitative study examines the attitudes and perceptions of Messenia’s Prefecture’s residents, regarding t...

According to global health tourism data there were over 23 million health tourists in 2019 and medical tourism is growing rapidly. Greece is one of the most preferred destinations for medical tourism and particularly for fertility treatment. However, research on medical tourism is limited. The purpose of this study is to investigate the inbound tou...

Online reviews provide a wealth of information on how customers assess the different attributes of a service. Research shows that the performance of hotel service attributes is expected to have asymmetric effects on customer satisfaction. The purpose of this study is to analyze online reviews and determine whether different hotel service attributes...

Purpose The purpose of this paper is to investigate which of four well-established theoretical models (i.e. technology acceptance model, theory of planned behavior, unified theory of acceptance and use of technology, decomposed theory of planned behavior (DTPB)) best explains potential users’ behavioral intentions to adopt mobile banking (MB) servi...

Purpose The purpose of this study is to develop and empirically test a lovemark measure that can be used to identify how brands of wireless-enabled computing devices are classified based on customers’ respect and love toward them. Design/methodology/approach On evidence drawn from 1,016 consumers of wireless-enabled computing devices (e.g. netbo...

Research on service innovation suggests that involving customers in new service development (NSD) is a major contributing factor to new service success. The objectives of this paper is to provide an overview of the literature regarding the involvement of customers in the development of new services and to offer guidelines for future research. Resul...

Purpose In emerging devices (smartphones, tablets, and notebooks) markets, increasing brand loyalty is critical for suppliers. Generation Y (Gen Y) is the first global target group and the best customer segment for emerging devices. The purpose of this paper is to propose a conceptual framework that assesses the brand value of emerging devices as p...

The successful diffusion of broadband services has substantially contributed to economic growth in the last decade. Broadband markets are now in the maturity phase and therefore, competition for customers is intense. However, while companies invest heavily on customer acquisition, there are few efforts for customer retention through the development...

Although consumer behaviour patterns have become very important in retailing, consumer-driven research is still limited in this area. The purpose of this paper is to empirically test the effects of perceived value; satisfaction, and trust on customer loyalty in fast fashion retailing and to investigate the stability of these effects across differen...

The objective of this study is to propose a conceptual model that considers separately the cognitive and affective aspects of brand relationship quality in online services and investigate their mediation effects on the link between brand evidence (e-service quality; brand value, and self-image congruence) and brand loyalty. To test the proposed mod...

Investigating online customer behavior is crucial for marketers in their efforts to improve brand performance and achieve better acquisition and retention rates. Since brands today operate as relational tools that support the development of relationships between customers and brands, they are expected to play a significant role in gaining customers...

1. PURPOSE The involvement of customers in the development of new services is an issue that has attracted the attention of researchers during the last 15 years. The purpose of this study is to analyse all studies on customer involvement (CI) in new service development (NSD) with an aim to identify the concepts investigated; major themes addressed,...

The Role of Corporate Image and Switching Barriers in the Service Evaluation Process: Evidence from the Mobile Telecommunications Industry Abstract Purpose – The purpose of this paper is to extend the service evaluation process modelling framework by integrating corporate image and switching barriers and examining their roles as they all affect beh...

The development of successful long-term relationships with customers is considered to be a sustainable competitive advantage and the enhancement of relationship quality (RQ) is a very important issue for firms today, especially in services. The purpose of this study is to test the effect of respect and rapport on RQ and customer loyalty (CL) in hig...

Purpose – The purpose of this paper is to extend the well-established nomological network of service quality-relationship quality-customer loyalty by introducing service fairness – a distinct service evaluation concept. Specifically, the study aims to investigate the impact of service fairness on relationship quality as a complementary to service q...

The role of the internet and digital technology in marketing strategy are themes deserving further research (Celuch & Murphy, 2010; Day, 2011). Social media are used for promotional reasons (Nevin & Torres, 2012); for enhancing relationships with customers (Saperstein & Hastings, 2010; Wright, 2010) and for new service development (NSD) through int...

This study looks at the marketing strategies used by fast-moving consumer goods (FMCG) firms in developing brand extensions and determines which of these strategies may lead to extension success. First, a qualitative study was done involving in-depth interviews with brand or marketing managers in 12 FMCG firms regarding the development of 19 extens...

The aim of this paper is to investigate the antecedents of three manifestations of brand loyalty, repurchase intentions; positive recommendations, and price tolerance, for high tech services, such as fixed broadband internet services. Using the relationship commitment theory as theoretical background, the study proposes and empirically tests a mode...

Purpose – The purpose of this paper is to analyse the process followed by sponsors and sport properties in developing their sponsorship deals as seen from a new service development (NSD) perspective. Sponsorships are expensive and can be a source of sustainable competitive advantage if managed appropriately. Therefore, the authors need to approach...

CSR has been a widely-researched concept during the last three decades. However, there is no agreement on its definition or its dimensions; antecedents and consequences and there is no comprehensive model for its analysis. The origins of CSR lie in philanthropy and the highest level of CSR is considered to involve philanthropic actions. CSR is a pe...

CSR is a widely-researched concept during the last three decades. However, there is no agreement on its definition or its dimensions; antecedents and consequences and there is no comprehensive model for its analysis. The origins of CSR lie in philanthropy and the highest level of CSR is considered to involve philanthropic actions. CSR is a people-c...

In today's highly competitive environment, the survival/prosperity of e-tailers depends on their ability to provide excellent services to their customers establish successful relationships with them and gain their loyalty. This study empirically tests a model of the determinants of customer loyalty in an e-tailing context. More specifically, e-serv...

Purpose – The purpose of this study is to identify the antecedents and dimensions of relationship quality (RQ) between customers and providers of athletic services. Design/methodology/approach – Data collection involved in-depth, personal interviews of fitness centre customers and year-ticket holders of football clubs in order to determine the sim...

In today’s highly competitive environment, the development of successful relationships with customers is considered a significant competitive advantage. Thus, the maintenance and enhancement of relationship quality (RQ) becomes critical for service providers. This chapter aims to analyse the concept of RQ and its antecedents and consequences in the...

Logistics services quality (LSQ) is currently considered as a differentiation factor enhancing companies’ competitive advantage. Nevertheless, there is neither consensus about its dimensions, or on how they affect customer satisfaction and loyalty in the business relations context. The present paper aims at identifying the main dimensions of logist...

Purpose - The purpose of this study is to map and analyse Corporate Social Responsibility (CSR) activity in sports organisations. Design / Methodology / Approach - Seven case studies were conducted involving in depth, personal, interviews of CSR managers in different sports organizations (teams, leagues, sport betting firms). Case study data was co...

(a) Purpose: The purpose of this research is to identify the types of CSR initiatives employed by sports organisations; their antecedents, and their consequences for the company and society. (b) Design/methodology/approach: This study is exploratory in nature. Two detailed case studies were conducted involving the football team and the basketball t...

Purpose In today's highly competitive environment losing customers is very costly. Customer retention and loyalty have become possible through the development of long‐term, mutually beneficial relationships with customers. This paper seeks to critically review the literature on relationship quality (RQ) and to suggest avenues for further research....

Customer retention and loyalty has become possible through the development of long-term and mutually beneficial relationships with customers, especially in services, due to their intangibility. The paper reviews the literature on relationship quality and services and presents the findings of a qualitative study in fitness centres offering a multitu...

Purpose The purpose of this paper is to conceptualise relationship quality (RQ) and determine its antecedents and consequences in athletic services. Design/methodology/approach One in‐depth case study is carried out in a big fitness centre and involves ten personal interviews with various employees and observation. Findings RQ is perceived throug...

Supply chain management constitutes a relatively new and promising field of management science, affecting greatly the efficiency of Greek enterprises. The objective of this research is to detect the range of SCM applications in Greece; the trends and views of Greek enterprises in relation to efficiency, difficulties, costs, benefits and necessity,...

The objective of this study is to analyze the satisfaction of participants in the offered programs of exercise of health and fitness clubs for municipal Youth and Sport organizations. A random sample of 320 participants was selected from 18 closed halls and responded to a questionnaire that was pre-checked for reliability, validity and objectivity...

The quality of relationships built with customers during the New Service Development (NSD) process is a current concern of researchers in relationship marketing (and NSD) and is particularly important in a highly competitive environment characterised by rapidly changing customer needs like the one of financial services. The primary relationship ana...

New service development (NSD) is an imperative to suppliers in today’s highly competitive banking markets. Communication during the NSD process is important if the needs of customers are to be met functionally as well as economically. The results presented in this paper identify communication skills associated with successful NSD. Case research int...