Rosario Vázquez-Carrasco

Pablo de Olavide University | UPO · Department of Business Organization and Marketing

Service Dominant Logic (SDL) proposes value creation as a process based on service, the success of which ultimately depends on employees’ service orientation. Given that universities are the nest of future employees, and the latest World Economic Forum Future of Jobs Report highlights skills such as empathy and active listening, leadership and soci...

Características de la fuerza de ventas y performance: La perspectiva del vendedor en una economía emergente

This work focuses on presenting a service-learning experience, resulting from the concern of the teaching staff as to the extent to which students of the business faculty, in particular marketing students, acquire a service orientation during their degree studies, as this can help guide them in their future careers. As such, service-learning method...

The main objective of this study is to analyse the impact of sustainable practices on companies’ corporate reputation and brand image in the retail sector as perceived by consumers. In addition, we evaluate how those practices affect consumers’ perceived satisfaction levels and their predisposition to engage in positive Word of Mouth (WOM). For the...

Sustainability has become a fundamental concern in today' world—one which firms can no longer remain oblivious to. Through CSR, companies can shore up financial sustainability by acting in responsible, socially and environmentally sustainable ways. Yet the vast majority of literature addressing this phenomenon to date has focused almost exclusively...

Purpose The purpose of this paper is to analyze the impact of the salespeople profile (i.e., effort, commitment and creativity) – and its degree of market orientation (MO) – on the success of new product launch and sales outcomes. An emerging economy context is taken as a reference. Design/methodology/approach A structural equations model is propo...

Sales and sales force management is a complex activity that largely determines a company's commercial success. Customer perception of the salespeople in terms of expertise, trust, interaction, and risk can drive the establishment of long-lasting ties, making customer portfolio management profitable in the long-term. Yet to date, while much work has...

Purpose The purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by examining its potential relation with the SME owner-manager, the pathways to its creation and development and the intuitive nature of this relationship. Design/methodology/app...

Purpose The purpose of this paper is, first, to identify the relationship, if any, between customers’ perceptions of justice (functional element) and employee effort (symbolic element) and their effects on satisfaction and loyalty in the context of service recovery and, second, to determine the impact of cross-cultural differences on these relation...

Relationship Marketing has emerged as one of the dominant paradigms in the sphere of marketing in recent decades. However, aspects such as globalization, the development of information technologies, or pressure from growing global competitiveness have brought about changes in the way firms approach relationship management with consumers. The modern...

Society is demanding more sustainable and socially responsible business models. Therefore, the concept of sustainability has become a cornerstone to help understand the success of many firms in the current competitive context. However, the context of SMEs has received little attention thus far. In order to solve this gap this article analyses the l...

Key factors, such as globalization and the development of information technologies, have forced some firms to change their approach to customer relationship management, particularly within the new competitive framework of online channels. In this context, customer relationship proneness may guide relationship quality (RQ) by keeping commercial rela...

Organisations today need to create, maintain and reinforce relationships with customers. Customer Relationship Management (CRM) seems to have helped firms to better understand their relationships. However, past studies have looked at technology and customer orientations (COs) as key factors. This paper aims to analyse the simultaneous effect of Mar...

The role of women in business in terms of their job responsibility has been a topic of interest for many scholars. It has provided extensive discussions about, for instance, their strong and weak management capabilities and possible setbacks to their promotion and consolidation in positions of responsibility. Conciliation between family and work li...

Strong competitive pressures demand organizations to generate and deliver higher levels of value to clients than those offered by competitors. For this reason, it is necessary to know perfectly well each one of the clients and to be capable of putting forward an adaptable offer to every single client. As such, Customer Relationship Management (CRM)...

El clima competitivo actual allana el camino hacia el cambio en la gestión de la cartera de clientes tratando de mejorar la eficacia y la rentabilidad del enfoque relacional. En consonancia, el estudio de la relación empresa-cliente incorpora el concepto de «compromiso del cliente». Este nuevo concepto sugiere que los criterios transaccionales (rea...

Economic globalization and growing competitive pressure require companies to invest more and more time and resources in innovation. Innovation may be technical in nature or linked to non-technical processes such as new approaches to channel linking, relationship building and customer portfolio management.This article takes a closer look at customer...

In this study, the authors focus on service recovery processes and identify a set of key factors that drive satisfaction with the recovery process, which ultimately leads to customer loyalty. In addition, the authors investigate the role of gender as a potential moderating variable in the recovery process. Using a sample of 202 customers who had ex...

El incremento competitivo en los mercadoslocales, el nacimiento de una visión global delmundo, entre muchos otros motivos, han hechoque cada vez más las empresas estén interesadasen encontrar nuevos mercados. Por lo tanto,se presenta una herramienta que sirve paraidentificar el potencial de los países destino, lacual considera aspectos como el ries...

Most business management research to date has either failed to look at firm size as a factor or focused its attention on large companies. The fact is, however, that small and medium-sized enterprises (SMEs) are unique, making general assumptions applicable to other types of firms of little use. Corporate Social Responsibility (CSR) is no exception....

Traditionally, the role of women in business responsibility jobs has provided extensive and much discussed issues. Almost 20 years ago research on WIB was very rich. Some discussions surrounding women in business included, for instance: learning about their situation at work, their strong and weak management capabilities and possible setbacks to th...

Purpose This paper is focused on corporate social responsibility (CSR) in the context of small to medium‐sized enterprises (SMEs). Its main interest consists of establishing a framework for clarifying the drivers of CSR activities in such a context. This paper also aims to analyse how CSR influences SMEs' image and positioning. Design/methodology/...

The relational paradigm, dominant in the marketing area, defends the establishment and development of long-term relationships with customers. To this end, companies need to know their customers' needs and do their best to satisfy them. Customers want to feel important and, therefore, companies should be concerned not only about selling, but also ab...

Research and practice show that effective management of service recovery processes boosts customer satisfaction. Under this assumption, the purpose of this paper is to analyze a set of factors which may determine satisfaction with recovery processes and loyalty. We also analyze the role of age as potential moderating. Segmenting customers' samples...

Los fallos pueden ocurrir incluso en empresas excelentes. Sin embargo, la literatura ha mostrado que una buena gestión de los procesos de recuperación del servicio permite conseguir un nivel interesante de satisfacción percibida por el usuario. Una profunda revisión de la literatura especializada ha identificado que todavía existen importantes brec...

The relational paradigm, dominant in the marketing area, defends the establishment and development of long-term relationships with customers. To this end, companies need to know their customers¿ needs and do their best to satisfy them. Customers want to feel important and, therefore, companies should be concerned not only about selling, but also ab...

Las empresas deberían ser conscientes de que actualmente su mercado es el mundo. No obstante, en comparación con las grandes empresas, muchas pequeñas y medianas empresas (PYMES) todavía no apuestan decididamente por impulsar su actividad internacional. Esto se debe no sólo a la dotación de recursos, sino también a ciertos temores o complejos por p...

Firms should be aware that their market is the world. However, compared to large companies, many small and medium enterprises (SMEs) still do not pledge to boost their international activity. This is due not only to their inherent resourcing constrains, but also to the firms' owners and/or managers' fears or mental barriers. We present a case study...

Purpose – The purpose of this paper is to illustrate how small to medium‐sized enterprise firms can develop internationalization processes successfully. Design/methodology/approach – A case study is used to illustrate the milestones of the global process. Findings – The paper finds that, although internationalization is a complicated task, the ad...

In this study, we deal with the existing debate related to the establishment of switching barriers retaining customers in the relationship with a provider. In particular, we demonstrate that ‘positive’ switching barriers (relational benefits) play a greater role that the ‘negative’ ones (switching costs and availability and attractiveness of other...

The relationship between aspects of consumers’ personalities and their perception of relational benefits, satisfaction with, and active or passive loyalty toward the provision of a service (hair styling) are investigated by means of an empirical study of 800 Spanish consumers. The psychological traits examined are need for social affiliation, consu...

En el presente trabajo llevamos a cabo una delimitación del constructo implicación, para lo que nos introducimos en los siguientes aspectos: a) conocer el origen de su estudio, así como los diferentes marcos conceptuales de abordaje; b) eliminar posibles confusiones con otros conceptos (por ejemplo, entre la implicación y la motivación); c) conocer...

In this paper we contribute to specify the construct «involvement», including the following aspects: a) knowledge of its origin and the several theoretical frames to approach it; b) elimination of potential confusion over other constructs (such as that between involvement and motivation); c) knowledge of the determinants, dimensions and consequence...