Zobrazeno 1 - 10 of 35 pro vyhledávání: '"Iguácel Melero Polo"'
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Winning your customers’ minds and hearts: Disentangling the effects of lock-in and affective customer experience on retention
Autor: Lily Gao, Evert de Haan, Iguácel Melero-Polo, F. Javier Sese
Publikováno v: Journal of the Academy of Marketing Science, 51(2), 334-371. SPRINGER
Building barriers to lock in customers and improving the affective customer experience are two key strategies employed by firms to enhance customer retention. Although pursuing the same goal, these strategies work differently: the former relies more
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::9a5fca535acd88a72a6221e544493a69
https://doi.org/10.1007/s11747-022-00898-z
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Akademický článek
Identifying Links between Corporate Social Responsibility and Reputation: Some Considerations for Family Firms
Autor: Iguácel Melero-Polo, María López-Pérez
Publikováno v: Journal of Evolutionary Studies in Business, Vol 2, Iss 2, Pp 191-230 (2017)
Corporate Social Responsibility (CSR) has become a key issue for both academics and business practitioners alike. There are numerous reasons why implementing CSR policies and practices are advantageous: enhanced brand knowledge, market share, product
Externí odkaz: https://doaj.org/article/6681367dc4f245e3b39472083b9b6162
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6
Exploring the role of service touchpoints on the path to financial, behavioral and relational customer outcomes: insights from a B2B service context
Autor: Lily (Xuehui) Gao, Iguácel Melero-Polo, Miguel Á. Ruz-Mendoza, Andreea Trifu
Publikováno v: Journal of Business & Industrial Marketing. 37:2260-2277
Purpose The purpose of this study is to examine how and to what extent customer-provider service touchpoints impact business customer perceptions and outcomes in the context of long-term business-to-business (B2B) service relationships. To this end,
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::1d1f3cbc9319bdebd085c700c49afc10
https://doi.org/10.1108/jbim-02-2021-0100
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7
Standardized vs. customized firm-initiated interactions: Their effect on customer gratitude and performance in a B2B context
Autor: Iguácel Melero-Polo, Andreea Trifu, Miguel Á. Ruz-Mendoza, Jesús Cambra-Fierro
Publikováno v: Journal of Business Research. 133:341-353
This study examines preferential treatment and its effect on customer gratitude and customer outcomes in the B2B context. Drawing on social exchange theory, the paper investigates to what extent different categories of firm-initiated interactions (st
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::c6b78563506d96045e1ee48f8e94a82b
https://doi.org/10.1016/j.jbusres.2021.05.006
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8
The power of social influence and customer–firm interactions in predicting non-transactional behaviors, immediate customer profitability, and long-term customer value
Autor: Iguácel Melero-Polo, Lily (Xuehui) Gao, Jesús Cambra-Fierro
Publikováno v: Journal of Business Research. 125:103-119
Customers increasingly interact with firms across multiple touch points, which influence their overall perceptions and their future choices. Drawing on social capital theory, we investigate the causal paths from different touch points (social influen
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::0d26a4a0f192da8593fd86010b71c778
https://doi.org/10.1016/j.jbusres.2020.12.013
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