23446773-209
Jorge MONGAY
Expert Journal of Marketing, 2(2), pp. 82-85, ISSN: 2344-6773
Received: December 11, 2014 Accepted: December 21, 2014 Published: December 31, 2014
JEL:
M30
M31
M39
Cite as: Mongay, J., 2014. Service Quality Measurement Using SERVQUAL. An Applied Comparative Study on Customer Perceptions and Expectations under an International Approach. Expert Journal of Marketing, 2(2), pp. 82-85
This research uses the methodology Servqual in order to measure the quality of service given by a public university in Barcelona (Spain) to its study abroad students. The analysis explores the results not only from traditional approach based in a expectations versus perceptions point of view but from a more specific approach offering profiles of study abroad students from 5 different nationalities. The research collects information from 622 questionnaires and it provides useful insights related to future strategies for improving satisfaction and service at the host institution.
23446773-208
Maria Angeles GARCIA HARO; Maria Pilar MARTINEZ RUIZ; Ricardo MARTINEZ CANAS
Expert Journal of Marketing, 2(2), pp. 68-81, ISSN: 2344-6773
Received: December 15, 2014 Accepted: December 22, 2014 Published: December 30, 2014
JEL:
M30
Cite as: García Haro, M.A., Martínez Ruiz, M.P. and Martínez Cañas, R., 2014. The Effects of the Value Co-Creation Process on the Consumer and the Company. Expert Journal of Marketing, 2(2), pp. 68-81
This article analyzes the concept of value co-creation, which has arisen due to the combination of various modern influences – including economic globalization, changes in consumers' buying habits, and the emergence of the Internet and social media – that have changed the way companies innovate. These factors also have transformed the traditional marketing paradigm, such that companies must continually innovate to create and maintain long-term relationships with their consumers and thus competitive advantages. This study analyzes practices of co-creation and seeks to establish a theoretical research framework; the authors also identify the key effects and results of co-creation activities for both companies and consumers. By integrating situational and moderating variables, the proposed theoretical model covers multiple dimensions and offers a comprehensive approach to the topic.
23446773-207
Alexandra VINEREAN
Expert Journal of Marketing, 2(2), pp. 61-67, ISSN: 2344-6773
Received: August 27, 2014 Accepted: October 1, 2014 Published: October 9, 2014
JEL:
M31
M21
Cite as: Vinerean, A., 2014. Motivators that Intervene in the Decision Making Process in Tourism Expert Journal of Marketing, 2(2), pp. 61-67
Being part of the tourism industries involves many researches and analyses in different periods of time, regarding different segments of consumers. Therefore, it is important to be aware of all the factors and motivators that influence a tourist to purchase a particular tourism services. These complex variables are crucial for the final purchase decision of an offer with emotional value for customers. This paper presents the principals motivators which intervene in the decision making process that should be acknowledged by marketers in order to provide the ideal tourism package.