Rodolfo Vázquez

University of Oviedo | UNIOVI · Department of Business Administration

This research explores the extent to which campaign factors may influence the success of donation-based crowdfunding (DCF) promoted online with social purposes. Factors that may explain the success of online fundraising campaigns for social causes are firstly identified from previous literature and linked to DCF campaigns through a set of hypothese...

By bibliometric analyzing 92 publications in the field of pure donation- based crowdfunding for charitable causes soliciting monetary contributions, and providing a comprehensive bibliometric map with the software VOSviewer, this work overviews the prevailing themes, the main cross-cutting aspects, commonalities and differences underlying the resul...

In the retail sector, it has become necessary for retailers to differentiate themselves using new strategies, such as managing shopping experiences. The retailer can benefit from applying these experiences in order to gain loyal customers. The purpose of this research is to advance in the analysis of the different dimensions of the e-shopping exper...

This study compiles the main findings in the field of academic research on pure donation-based crowdfunding (DCF) soliciting monetary contributions for charitable causes. To this purpose, a systematic literature review is conducted, resulting in 92 scientific publications analyzed for the first time in this field of research. The prevailing themati...

Hoy en día no basta con tener un buen producto o una buena ubicación. Los retailers se han dado cuenta y tratan de diferenciarse de sus competidores a través de otras estrategias, como la creación de experiencias durante el acto de compra. En este artículo se han identificado diferentes experiencias de compra en el sector retail (sensorial, intelec...

‘Microdonaciones’ es una plataforma digital impulsada desde la Fundación Hazloposible en España en 2012. El objetivo de su actividad ha sido atraer recursos de carácter dinerario hacia campañas de crowdfunding solidario impulsadas por entidades no lucrativas para materializar causas sociales para el bien común. Este caso tiene como principal obje...

The customer journey is more omni-channel than ever. In this scenario, so-called showrooming behavior emerges as a growing trend that is usually considered by retailers as a threat. The purpose of this research is to analyze whether showrooming, when compared with online buying behavior in which the customer does not visit the store prior to the pu...

En los últimos años, la moda se ha consolidado como uno de los sectores con mayor volumen de negocio a través de Internet. Sin embargo, algunos estudios indican que los clientes de moda no son fieles a una plataforma concreta. En el presente estudio, mediante la metodología de encuestas a una muestra de 405 clientes de plataforma de venta online en...

Retailers must adapt to the evolution of consumer behavior, characterized in the last decade as a highly demanding, changing and empowered omnichannel consumer, due to greater access to new technologies and information. The differentiation of retailers seeks continuous interaction with the brand, enhancing the customer's brand experience, merging t...

Existe un consenso general de que el marketing está evolucionando en la forma en que las empresas/marcas tratan de fidelizar a los clientes. Ello puede caracterizarse como una evolución desde un punto de vista transaccional en el que la actividad de la empresa/marca busca influir en cuándo, con qué frecuencia y cuánto compra un consumidor, hasta un...

Los cambios en los hábitos de búsqueda de información, compra y consumo han provocado que los retailers diseñen nuevas estrategias y se focalicen en brindar una atención personalizada con el fin de no solo de vender bienes y servicios, sino también experiencias y estilos de vida. Resulta pues fundamental identificar y fomentar la vivencia de experi...

This paper analyzes the effect of the existence or not of failures, as well as the response of retailers to an eventual failure, influences the emotions developed by research shoppers. The empirical research is based on a survey with a sample of 636 mobile phone users. The results derived from the application of a structural equations model indicat...

Retailers wish to expand their standard private label (PL) adopting a multi-tiered portfolio. We study the effects produced by the introduction of two new PLs quality-tiers (economy and premium) on the market share of various national brands (NB; premium-quality and second-tier) and the standard PL. This study proposes a model that accommodates thr...

This research attempts to clarify the different approaches followed in the literature to describe switching barriers. It helps identify and shed light on the wide variety of barriers that firms must manage. The study evaluates the role of switching barriers in online environments, distinguishing between positive and negative barriers, and examines...

The online fashion and textile sector is growing in recent years, becoming one of the online sectors with the highest volume of business. However, the bibliography on e-service quality and its consequences in this sector has been underdeveloped in the last years. This paper presents a model that incorporates the direct and indirect effects of e-ser...

The purpose of this research consist of exploring the extent to which factors traditionally explaining the success of offline fundraising campaigns for social causes may also influence the success of donation-based crowdfunding (DCF) campaigns promoted by social economy organizations (SEO) through digital platforms. Firstly, factors determining the...

Purpose Customer journey is more omnichannel than ever. Currently, one of the most influential omnichannel behaviors is research shopping in its two predominant forms: webrooming and showrooming. The purpose of this study is to determine the possible moderating effect of each of these behaviors from a cognitive-affective perspective. Design/metho...

The shopping habits of today's consumer GfK Spain Report  4,067 Spanish consumers  Semi-structured online survey (CAWI)  Random and stratified by population centre, sex and age  Sample errors: ±1.6% (p=q= 0.5; confidence level = 95%)  Products included: More than one hundred products and services belonging to different economic sectors in the...

Según el “Informe Estratégico de las Agencias de Viajes en España” (ACAVE y Amadeus, 2017), las agencias de viajes españolas viven una situación razonablemente optimista que ha venido precedida de unos años difíciles, durante los cuales ha desaparecido un tercio de los puntos de venta que había en el país. Este proceso ha supuesto una mayor concent...

The purpose of this research consists of exploring the extent to which the behavior of promoters or fundraisers - explaining the success of offline fundraising campaigns for charitable causes - may influence as well the success of donation-based crowdfunding (DCF) campaigns promoted through digital platforms. First, the literature on the influence...

In the retail sector, the creation of shopping experiences becomes increasingly important to obtain a competitive advantage, and to meet consumers’ needs and desires. Knowing how to design and apply these experiences can stimulate consumer engagement and their intention to spend more time at the retailer. Under this premise, the objective of this r...

El marketing siempre ha jugado un papel clave en el éxito empresarial, pero las acciones de comercialización no se han desarrollado siempre igual. Si bien en sus inicios las formas de marketing centradas en la interrupción tenían éxito, hoy en día, dado el nivel de saturación publicitaria existente, ya no la tienen. Las estrategias actuales centran...

En el sector retail, uno de los más dinámicos de la economía, la creación de experiencias de compra cada vez adquiere mayor importancia para obtener una ventaja competitiva y satisfacer los nuevos deseos del consumidor, tanto en entornos offline como online. El objetivo de esta investigación es conocer cómo diferentes dimensiones de la experiencia...

This paper evaluates the influence that showrooming behavior has on the profitability of retailers. The empirical research is based on the database “Observatory of e-Commerce 2014” compiled by GfK Spain, which contains detailed information about the buying process of 4,067 consumers who have purchased products from different retail sectors. The res...

El sector retail ha experimentado un gran cambio en las últimas décadas, y no solo por la globalización de los productos y servicios. Los consumidores de hoy en día, conscientes de que tienen un mayor acceso a la información, se han vuelto más exigentes a la hora de comprar. Ante esta nueva situación, muchos detallistas han optado por desarrollar n...

This paper proposes and validates an e-service quality (eSQ) evaluation model for B2C websites in the textile-and-fashion (TF) sector in Spain. The research allows to represent the positioning of the main websites of this sector according to different utilitarian and hedonic quality dimensions and to establish the global ranking of these websites b...

In the retail sector, the creation of shopping experiences becomes increasingly important to obtain a competitive advantage and meet consumer´s needs and desires. Knowing how to design and apply these experiences can stimulate consumer engagement and their intention to spend more time at the retailer. Under this premise, the objective of this resea...

La revolución de las TIC y el incremento en el número de dispositivos móviles, han puesto el poder en manos de los viajeros, al permitirles acceder a más información, más proveedores y múltiples canales de venta. Este proceso ha afectado al posicionamiento de los intermediarios turísticos y en especial a las agencias de viaje que tienen que cambiar...

Currently the retail sector seeks to offer the consumer something unique, and given the globalization of products and services the alternative to differentiate themselves from their competitors is to create unique and memorable shopping experiences. The present study analyzes the interrelation between experience dimensions and its influence on the...

Purpose This paper aims to investigate the extent to which relation-specific investments undertaken by the distributor favor the presence of various governance structures (formal contract and relational governance). Furthermore, it examines whether dependence moderates the effect of relationship-specific investments on these governance structures....

The current dynamism of the retail sector has led retailers to find new strategies to differentiate themselves from their competitors. The creation of experiences at the store not only allows this, but can also contribute to enhance the loyalty of consumers. In this paper we propose a model that analyzes the relationship between different shopping...

After service failure situations, firms often carry out transactional activities to achieve customer recovery (CR), using corrective actions to restore the exchange (e.g., economic and social compensations). Furthermore, during the service recovery process, firms can encourage activities of co-creation (CC) to prevent similar future failures. This...

Retailers have tried to differentiate themselves from their competitors through shopping experience. This is the first study analysing relationships between experience dimensions, shopping experience value and satisfaction. In this article different shopping experience dimensions are identified: emotional, sensory, intellectual, social, and pragmat...

Nowadays, retailers have to try to differentiate themselves from their competitors through consumer shopping experience. The authors distinguish several experience dimensions and develop a shopping experience scale that includes six dimensions: sensory (tactile, scent, auditory, visual, taste), intellectual (through design and with employees), soci...

Nowadays, retailers have to try to differentiate themselves from their competitors through consumer shopping experience. The authors distinguish several experience dimensions and develop a shopping experience scale that includes six dimensions: sensory (tactile, scent, auditory, visual, taste), intellectual (through design and with employees), soci...

The present paper proposes a new and intuitive model to evaluate the utilitarian e-service quality on textile and fashion B2C websites in Spain. The relevant variables to include into this model have been validated through an in-depth literature review and a reliability study based on an empirical investigation. Among the several methodologies used...

Durante el año 2015 el principal sector generador de renta y empleo en España ha sido el Turismo. Este sector ha impulsado, por tercer año consecutivo, la recuperación de la economía del país, representando el 11,7% del total del PIB español. Es destacable que uno de cada siete nuevos puestos de trabajo en España ha sido creado por el sector turíst...

Nowadays it´s not enough to have a good product or a good location. Retailers try to differentiate themselves from their competitors through other strategies, such as consumer shopping experience. Taking the study of Cachero and Vázquez (2015) we have taken a new step in advancing the study of experiences, analyzing shopping motivation as a moderat...

Background While chronic illnesses are a major concern of the health system worldwide, little is known about patients–physicians communication. Growing demand for patient-centered care and shared decision-making have increased the interest for patients–physicians communication. Based on previous literature, we propose a model in which the effect of...

Empowerment is a widely used word within the realm of health care. This is especially true in the case of patients living with a chronic illness, who may be active participants and learn to manage their disease, irrespective of their desires or preferences. This article focuses on the empowering experience of patients with chronic conditions. We ha...

En el estudio de la evolución del sector de las agencias de viaje, es interesante analizar lo acontecido tanto en los grandes grupos turísticos de distribución española (aquéllos que integran al menos dos áreas de las que componen la actividad turística: distribución, touroperadores, alojamiento y transporte), como en las grandes redes de agencias...

Purpose – The purpose of this paper is to analyze the effects of attributions on the efficacy of service recovery strategies in preventing customer defection following a service failure. Design/methodology/approach – The empirical investigation is carried out on the retail banking industry with a final sample of 448 real cases of customer retentio...

Todays consumer has very little to do with those from a decade ago. The driving force behind such a transformation can be seen in new technologies, in particular the internet and the development of online commerce. This research identifies different dimensions of offline and online shopping experiences, based on a sample of 527 offline shoppers and...

La disciplina de marketing, en los comienzos históricos, sufrió una falta de concreción de sus fundamentos teóricos. En los años setenta del pasado siglo empezaron a proliferar las contribuciones académicas, muchas basadas en investigaciones interdisciplinares con fundamento en la economía, dirección estratégica, psicología o la conducta de las org...

Colección de Documentos de trabajo. Cátedra Fundación Ramón Areces de Distribución Comercial. Doc 02/2015. Acceso: http://www.catedrafundacionarecesdcuniovi.es/docfradis-estrategia-de-posicionamiento-en-portales-de-venta-online--aplicacion-al-sector-es.html. Este trabajo analiza la calidad de e-servicio de portales web B2C en el sector de textil y...

A lo largo del año 2013 el turismo ha vuelto a ser el elemento central de la economía española, aportando aproximadamente el 11% del PIB español, y demostrando su capacidad para llevar a cabo la tan esperada recuperación económica de nuestro país. En este contexto, es destacable el protagonismo del turismo externo, ya que con más de 60 millones de...

In recent years, retailers have become interested in the development of positive experiences at the store. In this research diff erent dimensions of the experience are identifi ed: sensory, intellectual (through design and with employees), social, pragmatic, and emotional. Th e authors propose a model of causal relationships between dimensions of e...

This paper aims to determine whether intentionality attributions have an effect on the customer’s complaint and switching behavior after a service failure, after accounting for the effects of the traditional dimensions of attribution (stability and controllability), and to examine whether intentionality attributions give rise to humiliation and to...

Purpose – This paper seeks to report the results of a study examining the effects of manufacturer-distributor relationships' governance structures (market governance, third-party enforcement of agreements and self-enforcing governance modes) on the distributor's willingness to collaborate with the manufacturer. Design/methodology/approach – To tes...

This study has two main objectives: (a) to examine the relative impacts of positive and negative word of mouth (PWOM and NWOM) on the shift in the receiver's brand purchase probability; and (b) to analyze the effect, direct or indirect, of a number of interpersonal and non-interpersonal factors on the relation between PWOM or NWOM and the shift in...

In the marketing literature, there is a great interest in learning how companies should behave after a service failure. From this perspective, different service recovery strategies have been proposed. This experimental study of the airline industry deals with this topic, indicating the benefits of carrying out, after a service failure, a financial...

Purpose: A firm's customer relationship marketing strategy also may affect its attitudinal loyalty toward its main supplier. Furthermore, environmental uncertainty and competitive rivalry could moderate this relationship. This research investigates both questions.Methodology/Approach: The empirical study involves a structured survey of 141 industri...

La investigación sobre relaciones fabricante-distribuidor se ha centrado en los últimos años en la importancia de la colaboración. Nuestro principal objetivo es estudiar los efectos de los mecanismos de gobierno de la relación fabricante-distribuidor sobre la propensión del distribuidor a colaborar con el fabricante. Otro objetivo es investigar el...

This research aims to contribute to the relationship-marketing strategy by studying the role of complaint management in long-term relationships. Two factors distinguish it from other studies: it takes into account two types of customers, consumers and firms, and the result variable selected is the probability of ending an ongoing relationship. Two...

Purpose: This article analyzes the effects of perceived value, satisfaction, and switching barriers on price tolerance. It also examines the moderating effect of switching barriers.Methodology/Approach: Empirical research was conducted by collecting information from a sample of 326 major gas and electricity consumers in a newly liberalized industri...

The aim of this article is to explore the relationship between the type of service failure, age and the customer's negative emotions after a service failure; as well as the relationship between these emotions, the recovery strategies executed and service recovery satisfaction. The proposed model is tested on a sample of financial services customers...

This article aims to build on previous research analyzing the effects of perceived justice on customers' satisfaction with service recovery and the attitudinal consequences of the recovery strategies firms adopt after service failures occur. The results obtained from a conceptual model developed for the mobile-phone sector support the idea that jus...

Purpose Preferential treatment of selected customers is one of the strategies employed by companies seeking to implement relationship marketing. However, it remains unclear whether or not this policy negatively affects relationships with customers not receiving the above‐mentioned preferential treatment, as existing literature focuses, for the most...

Purpose Due to the importance of understanding what circumstances make customer recovery programmes successful, this paper aims to study the effects of different cognitive evaluations (disconfirmation of expectations and perceived justice) and affective responses (positive and negative emotions) on satisfaction with complaint handling. Design/meth...

The current article attempts to extend previous research by testing the effects of customer satisfaction and 2 types of switching barriers—negative and positive—on key manifestations of attitudinal loyalty (repurchase intentions, positive recommendations, and price tolerance). The work also studies whether the effect of customer satisfaction is lin...

The aim of this paper is to explore the factors and circumstances which drive customers to leave their service provider and change it for an alternative one. We will observe whether the company's behavior can reduce the defection rate or not, as well as the effect of specific situational variables like the presence of switching barriers or the attr...

El objetivo de este trabajo es explorar los factores y circunstancias que llevan a los clientes a abandonar a su proveedor de servicios cambiándolo por un proveedor alternativo. Observaremos si el comportamiento de la empresa tras el fallo puede llegar a reducir la tasa de abandono, así como el efecto de determinadas variables situacionales como la...

This study examines the relationship between perceived justice, emotions, and satisfaction during service recovery (SR). The current research work proposes a model analyzing the direct effects of justice on satisfaction, along with its indirect effects, via emotions. A field study that captures consumer perceptions of actual SR situations in the ce...

The current work aims to analyze the role of commitment perceived by the consumer in the maintenance of long-term relationships. The context of analysis chosen is the tourism sector, more specifically the relationships that retail travel agencies establish with their consumers. The study tests a conceptual model via a system of structural equations...

Purpose: This paper analyses the relational benefits and their effects on perceived value, repurchase intentions and word-of-mouth in a B2B context: gas and electricity consumers in industrial market. Design/methodology/approach: Empirical research is done by collecting information from a sample of 326 major gas and electricity consumers in industr...

How firms do business in the tourism industry has changed dramatically due to advances in information technologies. The business for online reservations is worth around €5,800m in the Spanish market, and virtual travel agencies (VTAs) capture a third of this business. Competition between the VTAs is increasingly intense, and hence it is essential t...

Purpose: This paper analyses the relational benefits and their effects on perceived value, repurchase intentions and word-of-mouth in a B2B context: gas and electricity consumers in industrial market. Design/methodology/approach: Empirical research is done by collecting information from a sample of 326 major gas and electricity consumers in industr...