Persona: Reina Paz, María Dolores
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Reina Paz
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María Dolores
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Publicación Social networks and customer loyalty: review of loyalty keys and main social networks publications’ characteristics(Frontiers, 2023-10-20) Dávila Espuela, Nelida; Reina Paz, María Dolores; Sevilla Sevilla, ClaudiaThe aim of this work is to shed light on the characteristics and relationship between customer loyalty and publications by the companies on social networks; it has been undertaken with the aid of an exhaustive review of previous studies from 1994 up to the present time. The purpose of the research is to generate a model that can tackle the practical characteristics of the publications on social networks to encourage loyalty. With a view to this, a model is developed that is an extension of the traditional “Four Stage Loyalty Model” based on other constructions of the same model, and combined with the characteristics of social networks publications defined in earlier literature. This reflexive approach is particularly important here due to the fact that companies have to be closer to customers’ requirements and customers have the option to choose from which type of communication they wish to be the object.Publicación Main theoretical consumer behavioural models. A review from 1935 to 2021(Elsevier, 2023-03) Reina Paz, María Dolores; Rodríguez Vargas, Juan CarlosIn the area of company economy, consumer behaviour and consumer attitudes to consumption and debt have been the subject of study ever since this discipline came into practice. This publication is a result of an initial work that provides a conceptual analyses and review, within a line of research that the authors are developing, the aim of which is to establish the characteristics that determine the current consumer behaviour and the actual patterns of conduct that make it possible to devise a new contextual psycho-economic model with regard to consumer behaviour. This work is an exhaustive theoretical review of the numerous authors, theories and models concerning consumer behaviour considered from 1935 to 2021.Publicación The usage time of social media as a predictor of customer loyalty(Springer, 2024-08-24) Dávila Espuela, Nelida; Reina Paz, María Dolores; Erro Garcés, AmayaThis paper aims to shed light on the potential influence of daily usage time of social media on customer loyalty through social media. The main objective is to identify, on the one hand, possible generational differences regarding usage time and, on the other, what characteristics of social media posts impacting loyal customer outcomes are most affected by usage time. To this end, after an exhaustive review of the current state of the art, an online survey was conducted in the last quarter of 2022 with a sample of 485 individuals to assess their opinions and intentions toward different types of social media posts. Attitudinal responses were collected for 12 study variables, and an independence test and a series of regressions were conducted to validate the hypotheses. The results indicate that there are indeed generational differences in social media usage time. Additionally, it was observed that usage time is a significant predictor of social media loyalty in general and, specifically, for loyalty created through posts with relevant content, campaigns with incentives, and popular content among friends. Among the conclusions of this study is the applicability to the business sector, regarding the various considerations that companies should take into account based on their communication objectives and the target user profile, as well as the type of social media posts they should consider.Publicación The Shopping Experience in Virtual Sales: A Study of the Influence of Website Atmosphere on Purchase Intention(Springer, 2021-09-30) Jiménez Delgado, Fernando; Reina Paz, María Dolores; Thuissard Vasallo, J.; Sanz Rosa, D.The conceptual framework for this research comes from the study of environmental psychology in response to a given environment that condition approach-avoidance behaviors. These three states were pleasure (satisfaction/happiness), arousal (stimulation), and dominance (feeling of control), or PAD. Subsequently, further research applied this theory to the context of a retail setting in order to better understand the influence of a physical store’s atmosphere on consumers. The main purpose of this study is to analyze the effects of certain marketing tools and the atmosphere created at a Point-Of-Sales (PoS) on the online shopping experience and purchase intention. The methodology for the work is based on the well-known stimulus-organism-response (S-O-R) model, which has been the subject of numerous consumer behavior studies. The approach for this study is an experiment in which a sample of individuals takes part in a double online shopping experience involving two different scenarios with different dimensions and atmospheres. Despite other existing research has demonstrated in the past the impact of vividness’ info and video materials on the purchase intention, the originality of this study is the usability of 3D-dimension as a virtual presence enhancer to demonstrate both, better experience and more realistic shopping behavior closer to the findings we can expect from a consumer on the physical traditional stores.Publicación Before a hotel room booking, do perceptions vary by gender? The case of Spain(Taylor & Francis, 2019-10-21) Sevilla Sevilla, Claudia; Mondéjar Jiménez, José; Reina Paz, María DoloresCorporate Social Responsibility (CSR) is implemented unevenly in the Spanish tourism industry. The hotel infrastructure of the country is not an exception. This study analyses the environmental, social and economic dimensions of initiatives with respect to the hotel offer which consumers living in Spain appreciate and value more based on their gender. Empirical analysis is approached using a model of structural equations in which the intensity and sign of differences between men and women can be seen. The main results show that aspects related to the environment are the most important for both genders. The dimensions in which differences are defined are the economic, more valued by men; and social, more valued by women. The document provides relevant information, filling a knowledge gap in this field.Publicación Consumer Experience and Omnichannel Behavior in Various Sales Atmospheres(Frontiers, 2020-08-07) Reina Paz, María Dolores; Jiménez Delgado, FernandoThe conceptual framework for our analysis is the approach to environmental psychology first introduced by different authors in 1974. Subsequently in 1982 this concept was applied to retail outlets so as to better understand the effect on consumers of atmospheric stimuli experienced in a physical store. Following the developing trend from traditional marketing to new online sales channels, various authors have sought to transfer and validate these theories with virtual outlets or e-stores, so as to validate them in a context of e-commerce. Our study thoroughly analyses and reviews the most widely accepted models in the study of the influence of sales atmospherics on consumer behavior in physical store environments, and the adaptation and application of such models to today’s omnichannel shopper behavior, where shopping environments combine physical sales settings with new digital sales atmospheres.