Article information
RESUMEN
Lograr que el 100% de los detalles contemplados en la totalidad de los servicios brindados satisfaga siempre a todos los consumidores es imposible. Esta insatisfacción se puede deber a que se ha producido un error en la entrega del servicio o a que la calidad del mismo no es la idónea de acuerdo con las expectativas del cliente. El objetivo de este trabajo es determinar qué grado de satisfacción global, satisfacción con el sistema de recuperación, expectativas de recuperación, percepción de gravedad del fallo y confianza en la empresa, puede tener un consumidor ante un fallo dependiendo del trato que se le ha brindado durante el proceso de recuperación y de la experiencia previa que tenga con el proveedor. A través de la metodología de experimentación aplicada al sector hotelero con una muestra de 352 usuarios, se obtienen resultados que permiten destacar la importancia de las características de la justicia interpersonal y del nivel de experiencia previa en las estrategias de recuperación tras el fallo en el sector servicios.
Palabras clave:
Justicia interpersonal
experiencia previa
fallo
ABSTRACT
Achieving 100% of the details referred in all the services provided to satisfy all consumers always is impossible. This dissatisfaction may be due to the occurrence of an error in the delivery of the service or the quality of this service is not ideal according to customer expectations. The aim of this study is to determine what level of satisfaction with the overall service, satisfaction with the recovery system, trust, perceived severity and recovery expectations may have a consumer to a service failure analyzing the influence they can exert in this process based on the number of past encounters with the provider and the interactional justice. Through experimentation methodology applied to the hotel sector with a sample of 352 users, the results obtained show the importance of interpersonal justice and prior experience in recovery strategies after failure in the service sector.
Keywords:
Interactional justice
prior experience
failure
Full text is only aviable in PDF
REFERENCIAS BIBLIOGRÁFICAS
[Ambrose et al., 2007]
M. Ambrose, R. Hess, S. Ganesan.
“The relationship between justice and attitudes: An examination of justice effects on event and system-related attitudes”.
Organizational Behavior and Human Decision Processes, 103 (2007), pp. 21-36
[Anderson et al., 1989]
Erin Anderson, A. Barton, Weitz.
“Determinants of Continuity in Conventional Industrial Channel Dyads”.
Marketing Science, 8 (1989), pp. 310-323
[Anderson et al., 1997]
Anderson, W. Eugene, Fornell Claes, R. Rust.
“Customer satisfaction, productivity and profitability: differences between goods and services”.
Marketing Science, 16 (1997), pp. 129-145
[Andreassen, 2000]
W. Andreassen.
“Antecedents to satisfaction with service recovery”.
European Journal of Marketing, 34 (2000), pp. 156-175
[Ariffin y Maghzi, 2012]
A. Ariffin, A. Maghzi.
“A preliminary study on customer expectations of hotel hospitality: Influences of personal and hotel factors”.
International Journal of Hospitality Management, 31 (2012), pp. 191-198
[Aurier y Siadou-Martin, 2007]
P. Aurier, B. Siadou-Martin.
“Perceived justice and consumption experience evaluations: A qualitative and experimental investigation”.
International Journal of Service Industry Management, 18 (2007), pp. 450-471
[Bagozzi y Yi, 1988]
R. Bagozzi, Y. Yi.
“On the Evaluation of Structural Equation Models,”.
Journal of the Academy of Marketing Science, 16 (1988), pp. 74-94
[Bateson, 1995]
J. Bateson.
Managing Services Marketing: Text and Readings, Fort Worth, TX, (1995),
[Berry, 1995]
L. Berry.
“Relationship Marketing of Services—Growing Interest, Emerging Perspectives”.
Journal of the Academy of Marketing Science, 23 (1995), pp. 236-245
[Berry y Parasuraman, 1991]
L.L. Berry, A. Parasuraman.
Marketing Services: Competing Through Quality, Free Press, (1991),
[Bitner, 1990]
M. Bitner.
“Evaluating service encounters: the effects of physical surroundings and employee responses,”.
Journal of Marketing, 54 (1990), pp. 69-82
[Bitner et al., 1990]
M. Bitner, B. Booms, M. Stanfield.
“The Service Encounter: Diagnosing Favorable and Unfavorable Incidents,”.
Journal of Marketing, 54 (1990), pp. 71-84
[Blodgett et al., 1997]
J.G. Blodgett, D.J. Hill, S.S. Tax.
“The effects of distributive, procedural, and interactional justice on post complaint behavior”.
Journal of Retailing, 73 (1997), pp. 185-210
[Bodet, 2008]
G. Bodet.
“Customer satisfaction and loyalty in service: Two concepts, four constructs, several relationships”.
Journal of Retailing and Consumer Services, 15 (2008), pp. 156-162
[Boshoff, 1997]
C.R. Boshoff.
“An experimental study of service recovery options”.
International Journal of Service Industry Management, 8 (1997), pp. 110-130
[Burke et al., 2003]
K. Burke, S. Kovar, P. Prenshaw.
“Understanding the satisfaction process for new assurance services: the role of attitudes, expectations, disconfirmation and performance”.
Advances in Accounting, 20 (2003), pp. 43-75
[Cambra et al., 2011]
J. Cambra, J. Berbel, R. Ruiz, R. Vázquez.
“Análisis de los procesos de recuperación del servicio en el sector de telefonía móvil”.
Cuadernos de Economía y Dirección de la Empresa, 14 (2011), pp. 173-184
[Cambra et al., 2011]
Cambra J., Melero I. y Sese J. (2011). “Engagement de clientes como consecuencia de procesos de recuperación de servicio: efecto de la severidad del fallo”, ponencia presentada en el XXIII Congreso Nacional de Marketing, Castellón.
[Casado, 2008]
Casado A., Nicolau J., Mas F. (2008). “The negative effects of failed service recoveries”, working paper WP-EC 2008-07, Instituto Valenciano de Investigaciones Económicas, S.A.
[Chan et al., 2007]
H. Chan, L. Wan, L. Sin.
“Hospitality service failures: Who will be more dissatisfied?”.
Hospitality Management, 26 (2007), pp. 531-545
[Chebat y Slusarczyk, 2005]
J. Chebat, W. Slusarczyk.
“How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study”.
Journal of Business Research, 58 (2005), pp. 664-673
[Cheng y Lam, 2008]
S. Cheng, T. Lam.
“The role of the customer-seller relationship in the intention of the customer to complain: A study of Chinese restaurateurs”.
International Journal of Hospitality Management, 27 (2008), pp. 552-562
[Choi y Mattila, 2008]
S. Choi, A. Mattila.
“Perceived controllability and service expectations: Influences on customer reactions following service failure”.
Journal of Business Research, 61 (2008), pp. 24-30
[Collie et al., 2000]
T. Collie, B. Sparks, G. Bradley.
“Investing in interactional justice: a study of the fair process effect within a hospitality failure context”.
Journal of Hospitality and Tourism Research, 24 (2000), pp. 448-472
[Conlon y Murray, 1996]
D.E. Conlon, N.M. Murray.
“Customer perceptions of corporate responses to product complaints: the role of explanations”.
Academy of Management Journal;, 39 (1996), pp. 1040-1056
[Craighead et al., 2004]
C. Craighead, K. Karwan, J. Miller.
“The Effects of Severity of Failure and Customer Loyalty on Service Recovery Strategies”.
Production and Operations Management, 13 (2004), pp. 307-321
[Cronin y Taylor, 1994]
J. Cronin, S. Taylor.
“SERVPERF Versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality”.
Journal of Marketing, 58 (1994), pp. 125-131
[Davidow, 2003]
M. Davidow.
“Have you heard the word? The effect of word of mouth on perceived justice, satisfaction and repurchase intentions following complaint handling”.
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16 (2003), pp. 67-80
[De Matos et al., 2007]
C. De Matos, J. Henrique, C. Vargas.
“Service Recovery Paradox: A Meta-Analysis”.
Journal of Service Research, 10 (2007), pp. 60-77
[Del Río-Lanza et al., 2009]
A. Del Río-Lanza, R. Vázquez-Casielles, A. Díaz-Martín.
“Satisfaction with service recovery: Perceived justice and emotional responses”.
Journal of Business Research, 62 (2009), pp. 775-781
[Dewitt et al., 2008]
T. Dewitt, D. Nguyen, R. Marshall.
“Exploring Customer Loyalty Following Service Recovery: The Mediating Effects of Trust and Emotions”.
Journal of Service Research, 10 (2008), pp. 269-281
[Elangovan et al., 2007]
A. Elangovan, W. Auer-Rizzi, E. Szabo.
“Why don't I trust you now? An attributional approach to erosion of trust”.
Journal of Managerial Psychology, 22 (2007), pp. 4-24
[Estelami, 2003]
H. Estelami.
“Sources, characteristics, and dynamics of postpurchase price complaints”.
Journal of Business Research, 56 (2003), pp. 411-419
[Ferguson y Johnston, 2011]
J. Ferguson, W. Johnston.
“Customer response to dissatisfaction: A synthesis of literature and conceptual framework”.
Industrial Marketing Management, 40 (2011), pp. 118-127
[Fornell y Larcker, 1981]
C. Fornell, D. Larcker.
“Evaluating structural equation models with unobservable variables and measurement error”.
Journal of Marketing Research, 18 (1981), pp. 39-50
[Fornell y Wernerfeh, 1987]
Claes Fornell, Birger Wernerfeh.
“Defensive Marketing Strategy by Customer Complaint Management”.
Journal of Marketing Research, 24 (1987), pp. 337-346
[Furby, 1986]
L. Furby.
“Psychology and justice”.
Justice: views from the social sciences, pp. 3-30
[Gallarza y Saura, 2006]
M. Gallarza, I. Saura.
“Desarrollo de una escala multidimensional para medir el valor percibido de una experiencia de servicio”.
Revista Española de Investigación de Marketing, 10 (2006), pp. 25-59
[Ganesan, 1994]
S. Ganesan.
“Determinants of Long-Term Orientation in Buyer-Seller Relationships”.
Journal of Marketing, 58 (1994), pp. 1-19
[Grönroos, 1998]
C. Grönroos.
“Marketing services: the case of a missing product”.
Journal of Business & Industrial Marketing, 13 (1998), pp. 322-338
[Gustafsson, 2009]
A. Gustafsson.
“Customer satisfaction with service recovery”.
Journal of Business Research, 62 (2009), pp. 1220-1222
[Ha y Jang, 2009]
J. Ha, S. Jang.
“Perceived justice in service recovery and behavioral intentions: The role of relationship quality”.
International Journal of Hospitality Management, 28 (2009), pp. 319-327
[Hair et al., 1999]
J. Hair, R.E. Anderson, R.L. Tatham, W.C. Black.
Análisis Multivariante, 5a ed., Prentice Hall, (1999),
[Halstead et al., 1996]
D. Halstead, E. Morash, J. Ozment.
“Comparing Objective Service Failures Subjective Complaints: An Investigation of Domino and Halo Effects”.
Journal of Business Research, 36 (1996), pp. 107-115
[Hart et al., 1990]
C. Hart, J. Heskett, W. Earl.
“The Profitable Art of Service Recovery”.
Harvard Business Review, 68 (1990), pp. 148-156
[Heise, 1979]
D.R. Heise.
Understanding events: affect and the construction of social action, Cambridge Univ. Press, (1979),
[Heskett et al., 1990]
J. Heskett, W. Earl, C. Hart.
Service Breakthroughs: Changing the Rules of the Game, The Free Press, (1990),
[Hess et al., 2003]
R. Hess, S. Ganesan, N. Klein.
“Service Failure and Recovery: The Impact of Relationship Factors on Customer Satisfaction”.
Journal of the Academy of Marketing Science, 31 (2003), pp. 127-145
[Hess et al., 2007]
R. Hess, S. Ganesan, N. Klein.
“Interactional service failures in a pseudorelationship: The role of organizational attributions”.
Journal of Retailing, 83 (2007), pp. 79-95
[Heung y Lam, 2003]
V. Heung, T. Lam.
“Customer complaint behaviour towards hotel restaurant services”.
International Journal of Contemporary Hospitality Management, 15 (2003), pp. 283-289
[Hoffman y Kelley, 2000]
K. Hoffman, S. Kelley.
“Perceived justice needs and recovery evaluation: a contingency approach”.
European Journal of Marketing, 34 (2000), pp. 418-432
[Hui et al., 2007]
M. Hui, K. Au, X. Zhao.
“Interactional justice and the fair process effect: The role of outcome uncertainty”.
Journal of Experimental Social Psychology, 43 (2007), pp. 210-220
[Kahneman y Tversky, 1979]
D. Kahneman, A. Tversky.
“Prospect Theory: An Analysis of Decision Under Risk,”.
Econometrica, 47 (1979), pp. 263-291
[Karatepe, 2006]
O.M. Karatepe.
“Customer complaints and organizational responses: The effects of complainants' perceptions of justice on satisfaction and loyalty”.
Hospitality Management, 25 (2006), pp. 69-90
[Kelley et al., 1993]
S. Kelley, K. Hoffman, M. Davis.
“A typology of retail failures and recoveries”.
Journal of Retailing, 69 (1993), pp. 429-452
[Kelley y Davis, 1994]
S. Kelley, M. Davis.
“Antecedents of customer expectations for service recovery,”.
Journal of the Academy of Marketing Science, 22 (1994), pp. 52-61
[Laguna y Palacios, 2009]
M. Laguna, A. Palacios.
“La calidad percibida como determinante de tipologías de clientes y su relación con la satisfacción: Aplicación a los servicios hoteleros”.
Revista Europea de Dirección y Economía de la Empresa, 18 (2009), pp. 189-212
[Laufer, 2002]
D. Laufer.
“Are antecedents of consumer dissatisfaction and consumer attributions for product failures universal?”.
Advances in Consumer Research, 29 (2002), pp. 312-317
[Lehto et al., 2004]
X. Lehto, J. O'Leary, A. Morrison.
“The effect of prior experience on vacation behavior”.
Annals of Tourism Research, 31 (2004), pp. 801-818
[Lewis y Spyrakopoulos, 2001]
B. Lewis, S. Spyrakopoulos.
“Service failures and recovery in retail banking: the customers' perspective”.
International Journal of Bank Marketing, 19 (2001), pp. 37-47
[Lewis y McCann, 2004]
B. Lewis, P. McCann.
“Service failure and recovery: evidence from the hotel industry”.
International Journal of Contemporary Hospitality Management, 16 (2004), pp. 6-17
[Lusch y Brown, 1996]
R. Lusch, J. Brown.
“Interdependency, Contracting, and Relational Behavior in Marketing Channels”.
Journal of Marketing, 60 (1996), pp. 19-38
[Magnini et al., 2007]
V. Magnini, J. Ford, E. Markowski, E. Honeycutt.
“The service recovery paradox: justifiable theory or smoldering myth?”.
Journal of Services Marketing, 21 (2007), pp. 213-225
[Maxham y Netemeyer, 2002]
J. Maxham, R. Netemeyer.
“Modeling customer perceptions of complaint handling over time: the effects of perceived justice on satisfaction and intent”.
Journal of Retailing, 78 (2002), pp. 239-252
[Maxham, 2001]
J.G. Maxham.
“Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions”.
Journal of Business Research, 54 (2001), pp. 11-24
[McCollough et al., 2000]
M. McCollough, L. Berry, M. Yadav.
“An Empirical Investigation of Customer Satisfaction after Service Failure and Recovery”.
Journal of Service Research, 3 (2000), pp. 121-137
[McQuilken y Robertson, 2011]
L. McQuilken, N. Robertson.
“The influence of guarantees, active requests to voice and failure severity on customer complaint behavior”.
International Journal of Hospitality Management, 30 (2011), pp. 953-962
[Michel et al., 2009]
S. Michel, D. Bowen, R. Johnston.
“Why service recovery fails: Tensions among customer, employee, and process perspectives”.
Journal of Service Management, 20 (2009), pp. 253-273
[Morgan y Hunt, 1994]
R.M. Morgan, S.D. Hunt.
“The commitment-trust theory of relationship marketing”.
Journal of Marketing, 58 (1994), pp. 20-38
[Namkung y Jang, 2009]
Y. Namkung, S. Jang.
“The effects of interactional fairness on satisfaction and behavioral intentions: Mature versus non-mature customers”.
International Journal of Hospitality Management, 28 (2009), pp. 397-405
[Nunnally, 1978]
J.C. Nunnally.
Psychometric Theory, 2a ed., McGraw-Hill, (1978),
[Nyer, 2000]
P. Nyer.
“An investigation into whether complaining can cause increased consumer satisfaction”‘.
Journal of Consumer Marketing, 17 (2000), pp. 9-19
[Oliver, 1999]
Oliver.
“Whence Consumer Loyalty?”.
Journal of Marketing, 63 (1999), pp. 33-44
[Oliver, 2010]
RL. Oliver.
Satisfaction: a behavioral perspective on the consumer, McGraw-Hill, (2010),
[Ostrom y Iacobucci, 1995]
A. Ostrom, D. Iacobucci.
“Consumer Tradeoffs and Evaluation of Services”.
Journal of Marketing, 59 (1995), pp. 17-28
[Palmer et al., 2000]
A. Palmer, R. Beggs, Keown-McMullan.
“Equity and repurchase intention following service failure”.
Journal of Services Marketing, 14 (2000), pp. 513-528
[Parasuraman et al., 1985]
A. Parasuraman, V. Zeithaml, L. Berry.
“A conceptual model of service quality and its implications for future research,”.
Journal of Marketing, 49 (1985), pp. 41-50
[Patterson y Mattila, 2008]
P. Patterson, A. Mattila.
“An examination of the impact of cultural orientation and familiarity in service encounter evaluations”.
International Journal of Service Industry Management, 19 (2008), pp. 662-681
[Pearce y Kang, 2009]
P. Pearce, M. Kang.
“The effects of prior and recent experience on continuing interest in tourist settings”.
Annals of Tourism Research, 36 (2009), pp. 172-190
[Peterson y Wilson, 1992]
R. Peterson, W. Wilson.
“Measuring customer satisfaction: fact and artifact,”.
Journal of the Academy of Marketing Science, 20 (1992), pp. 61-71
[Reichheld et al., 1990]
F. Reichheld, JR. Sasser, W. Earl.
“Zero Defections: Quality Comes to Services”.
Harvard Business Review, 68 (1990), pp. 105-111
[Ruiz y Marin, 2008]
S. Ruiz, L. Marin.
“La identificación del consumidor con la empresa. Antecedentes e influencia sobre el comportamiento”.
Revista Española de Investigación de Marketing, 12 (2008), pp. 45-65
[San Martin et al., 2004]
S. San Martin, J. Gutierrez, C. Camarero.
“Dimensiones y determinantes del compromiso relacional del consumidor”.
Revista Española de Investigación de Marketing, 8 (2004), pp. 97-127
[Sanes, 1993]
C. Sanes.
“Complaints are hidden treasure”.
Journal for Quality and Participation, 16 (1993), pp. 78-82
[Schoefer y Ennew, 2005]
K. Schoefer, C. Ennew.
“The impact of perceived justice on consumers's emotional responses to service complaint experiences”.
Journal of Services Marketing, 19 (2005), pp. 261-270
[Singh y Widing, 1991]
J. Singh, R. Widing.
“What Occurs Once Consumers Complain? A Theoretical Model for Understanding Satisfaction/Dissatisfaction Outcomes of Complaint Responses”.
European Journal of Marketing, 25 (1991), pp. 30-46
[Sirdeshmukh et al., 2002]
D. Sirdeshmukh, J. Singh, B. Sabol.
“Customer trust, value and loyalty in relational exchanges”.
Journal of Marketing, 66 (2002), pp. 15-37
[Smith y Bolton, 1998]
A. Smith, R. Bolton.
“An Experimental Investigation of Customer Reactions to Service Failure and Recovery Encounters, Paradox or Peril?”.
Journal of Service Research, 1 (1998), pp. 65-81
[Smith et al., 1999]
A.K. Smith, R.N. Bolton, J. W4.
“A model of customer satisfaction with service encounters involving failure and recovery”.
Journal of Marketing Research, 36 (1999), pp. 356-372
[Solomon et al., 1985]
M. Solomon, C. Surprenant, J. Czepiel, E. Gutman.
“A Role Theory Perspective on Dyadic Interactions: The Service Encounter”.
Journal of Marketing, 49 (1985), pp. 99-111
[Solomon, 1996]
M.R. Solomon.
Consumer behaviour, 3rd ed., Prentice-Hall, (1996),
[Spreng et al., 1995]
R.A. Spreng, G.D. Harrell, R.D. Mackoy.
“Service recovery: impact on satisfaction and intentions”.
Journal of Services Marketing, 9 (1995), pp. 15-23
[Steenkamp y van Trijp, 1991]
J. Steenkamp, H. van Trijp.
“The Use of LISREL in Validating Marketing Constructs,”.
International Journal of Research in Marketing, 8 (1991), pp. 283-299
[Suárez et al., 2007]
L. Suárez, R. Vázquez, A. Diaz.
“La confianza y la satisfacción del cliente: variables clave en el sector turístico”.
Revista Europea de Dirección y Economía de la Empresa, 16 (2007), pp. 115-132
[Taegoo et al., 2009]
K. Taegoo, K. Woo Gon, K. Hong-Bumm.
“The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels”.
Tourism Management, 30 (2009), pp. 51-62
[Tax et al., 1998]
S.S. Tax, S.W. Brown, M. Chandrashekaran.
“Customer evaluations of service complaint experiences: implications for relationship marketing”.
Journal of Marketing, 62 (1998), pp. 60-76
[Varela-Neira et al., 2008]
C. Varela-Neira, R. Vazquez-Casielles, V. Iglesias-Arguelles.
“The influence of emotions on customer's cognitive evaluations and satisfaction in a service failure and recovery context”.
The Service Industries Journal, 28 (2008), pp. 497-512
[Vázquez et al., 2009]
R. Vázquez, L. Suárez, A. Del Río.
“Evaluación cognitiva y afectiva de las estrategias de recuperación del servicio: relaciones entre justicia percibida, emociones y satisfacción”.
Revista Europea de Dirección y Economía de la Empresa, 18 (2009), pp. 31-50
[Wang y Mattila, 2011]
C. Wang, A. Mattila.
“A cross-cultural comparison of perceived informational fairness with service failure explanations”.
Journal of Services Marketing, 75 (2011), pp. 429-439
[Weener, 2000]
B. Weener.
“Attributional Thoughts about Consumer Behavior”.
Journal of Consumer Research, 27 (2000), pp. 382-387
[Weun et al., 2004]
S. Weun, S. Beatty, M. Jones.
“The impact of service failure severity on service recovery evaluations and post-recovery relationships”.
Journal of Services Marketing, 18 (2004), pp. 133-146
[Wirtz y Mattila, 2004]
J. Wirtz, A. Mattila.
“Consumer responses to compensation, speed of recovery and apology after a service failure”.
International Journal of Service Industry Management, 15 (2004), pp. 150-166
[Wong y Sohal, 2002]
A. Wong, A. Sohal.
“An examination of the relationship between trust, commitment and relationship quality”.
International Journal of Retail & Distribution Management, 30 (2002), pp. 34-50
[Xia et al., 2004]
L. Xia, K. Monroe, J. Cox.
“The price is unfair! a conceptual framework of price fairness perceptions”.
Journal of Marketing, 68 (2004), pp. 1-15
[Yi y Gong, 2008]
Y. Yi, T. Gong.
“The effects of customer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior”.
Industrial Marketing Management, 37 (2008), pp. 767-783
[Yuan et al., 2010]
Yuan H., Quian Y. y Zhuo F. (2010). “Modeling Structure of Customer Satisfaction with Service Recovery”, ICSS ‘10 Proceedings of the International Conference on Services Sciences, pgs. 288-292.
[Yuksel et al., 2010]
A. Yuksel, Y. Blim, F. Yuksel.
“Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty”.
Tourism Management, 31 (2010), pp. 274-284
[Yuksel et al., 2006]
A. Yuksel, U. Kilinc, F. Yuksel.
“Cross-national analysis of hotel customers' attitudes toward complaining and their complaining behaviours”.
Tourism Management, 27 (2006), pp. 11-24
[Zeithaml et al., 1993]
V. Zeithaml, L. Berry, A. Parasuraman.
“The nature and determinants of customer expectations of service”.
Journal of the Academy of Marketing Science, 21 (1993), pp. 1-12
Autora de contacto: Carmina Fandos Herrera. Departamento de Dirección de Marketing e Investigación de Mercados. Universidad de Zaragoza. Facultad de Economía y Empresa (Campus Paraíso). C/ Dr. Cerrada, 2. 50005, Zaragoza.
La presente investigación ha sido elaborada en el marco del proyecto código: ECO2009-10157 y de la beca concedida por la Fundación Carolina.
Copyright © 2013. ESIC and AEMARK
