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Iguácel Melero-Polo
University of Zaragoza
Customer retentionBusinessMarketingCustomer advocacyPublic relations
17Publications
6H-index
97Citations
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Publications 18
Newest
#1Rafael Bravo (University of Zaragoza)H-Index: 10
#2Iguácel Melero-Polo (University of Zaragoza)H-Index: 6
Last. Raúl López-Pérez (University of Zaragoza)
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In this paper, we analyze the case of the shopping resort Puerto Venecia, located in Zaragoza, Spain. As a precursor for creating value for a city, shopping malls have not frequently been considered in the literature of city branding. However, they may constitute an important source of value creation because they can contribute to improving the area for its residents; can be an important focus of attraction for tourists, businesses, and investments from the outside; and can differentiate the cit...
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#1Lily (Xuehui) Gao (University of Zaragoza)H-Index: 1
#2Iguácel Melero-Polo (University of Zaragoza)H-Index: 6
Last. Francisco Javier Sesé Oliván (University of Zaragoza)H-Index: 11
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Financial service organizations are increasingly interested in ways to improve the service experience quality for customers, while customers progressively perceive the commoditization of banking se...
3 CitationsSource
#2Iguácel Melero-Polo (University of Zaragoza)H-Index: 6
Last. Francisco Javier Sesé Oliván (University of Zaragoza)H-Index: 11
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Technology advances have profoundly changed the way customers and service organizations interact, leading to a multitude of service channels. This study investigates consumer habits toward service ...
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This study aimed to empirically predict the degree of acceptance of an online business simulation game in an educational context. To do so, this study proposed an extended technology acceptance model that includes variables such as perceived enjoyment and flow. In addition, the moderating role of students’ personal innovativeness in the technology field was analysed. The framework was empirically tested applying partial least squares to a sample of 266 students. Results reveal that perceived enj...
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#2Lily (Xuehui) Gao (University of Zaragoza)H-Index: 1
Last. Francisco Javier Sesé Oliván (University of Zaragoza)H-Index: 11
view all 4 authors...
Abstract While the proliferation of online channel has promoted consumerś active participation in the value-creation process, affecting the way consumers transact and interact with brands, this increased consumer empowerment also has its dark side. Drawing from social exchange theory, we aim to offer a unifying framework to understand the linkages between customer equity, experience quality and non-transactional behaviors (including co-creation and word-of-mouth) in an e-commerce context. We als...
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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 links between sustainability practices and business outcomes—both financial and non-financial (i.e., image and reputation)—for small and medium-size en...
4 CitationsSource
#2Iguácel Melero-Polo (University of Zaragoza)H-Index: 6
Last. Francisco Javier Sesé Oliván (University of Zaragoza)H-Index: 11
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Purpose Drawing from the theory of relationship dynamics, the purpose of this paper is to investigate how the relationship life cycle moderates the link between relationship quality and customer value co-creation. As customer-firm relationships pass through different stages (exploration, buildup, maturity, and decline) characterized by distinct customer behaviors, this study proposes a dynamic conceptual framework. Design/methodology/approach A questionnaire was administered in financial service...
4 CitationsSource
#2Iguácel Melero-Polo (University of Zaragoza)H-Index: 6
Last. Jenny van Doorn (UG: University of Groningen)H-Index: 17
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This study investigates a chain of effects to understand the causal path from customer informational inquiries (CIIs) and firm-initiated contacts (FICs) to customer profitability. Drawing on social exchange theory, our framework identifies a set of attitudinal (perceived relationship investment and relationship quality), behavioral (customer cross-buy and service usage), and financial (customer profitability) consequences of CIIs and FICs and also explores the extent to which customer-perceived ...
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#1Iguácel Melero-Polo (University of Zaragoza)H-Index: 6
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, productivity, efficiency, workforce motivation and competiveness, to name a few. There are also indications that CSR practices lead to a solid, positive corporate reputation. As a result, this research aims to contribute to current literature by establishin...
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Purpose The purpose of this paper is to assess the degree of customer engagement resulting from complaint-handling processes. The authors will also analyze the extent to which consumer demographics play a moderating role in this context. Design/methodology/approach To this end, the study analyzes the Spanish mobile phone sector based on a survey of individuals who filed a complaint and were provided with a solution by their mobile carrier. Data analysis was carried out using SmartPLS structural ...
3 CitationsSource
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