Persona:
Reina Paz, María Dolores

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ORCID
0000-0001-8602-3411
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Reina Paz
Nombre de pila
María Dolores
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2019 - 201912020 - 20231
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Autor: Sevilla Sevilla, Claudia ×

Resultados de la búsqueda

Mostrando 1 - 2 de 2
  • Miniatura
    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, Claudia
    The 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.
  • Miniatura
    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 Dolores
    Corporate 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.