En este proyecto exploramos las características distintivas de los servicios y los retos de su comercialización.
Services Marketing
Services Marketing
Publicaciones
Different channels for different services: information sources for services with search, experience and credence attributes
A first step in many decision-making processes is a search for information. This paper focuses on the means consumers use to access …
Distinctive competencies and competency-based management in regulated sectors: A methodological proposal applied to the pharmaceutical retail sector in Spain
To gain the competitive advantage needed to survive and compete in an environment led by large distribution chains, small-scale …
Situational variables in online versus offline channel choice
Since the advent and rapid diffusion of the Internet, the subject of consumer channel choice has attracted a large amount of research, …
Heterogeneity of Outcome in the Consumer Evaluation of the Retail Encounter: A Post-hoc Segmentation Analysis in Structural Equation Models
Intense price competition, diminishing product differentiation and the difficulty of attracting new customers increase the relevance of …
Understanding multi-channel banking customers
This paper contributes to the knowledge of the impact of the multi-channel strategy by analyzing its effects on one key aspect of the …