In the advent of Customer Relationship Management, a more accurate profile of the consumer is needed. The objective of this paper is to show the usefulness of knowing consumer¿s complete utility function through his/her marginal utilities. This approach allows one to form groups of individuals...

Research has shown that more than half of attempted recovery efforts fail, producing a "double deviation" effect. Surprisingly, these double deviation effects have received little attention in marketing literature. This paper examines what happens after these critical encounters, which behavior...

The objective of this paper is to decompose the process of tourist choice into two stages: taking a holiday and tourism expenditures, using the Heckit model, which avoids the problems of the methodologies applied to date. We propose hypotheses on the effect on the above decisions of tourist...

The main objective of this paper is twofold: on the one hand, to analyse the impact that the announcement of the opening of a new hotel has on the performance of its chain by carrying out an event study, and on the other hand, to compare the results of two different approaches to this method: a...

This paper assumes that the decision to go on holiday and the length of stay are non independent, thus the objective of this paper is to propose a two-stage tourist choice process: going on holiday and length of stay. To do this, we rely on the Random-Parameter Logit Model, which accounts for...

The analysis of tourist destination choice, defined by intra-country administrative units and by product types "coastal/inland and village/city", permits the characterisation of tourist flow behaviour, which is fundamental for public planning and business management. In this study, we analyse...

The aim of this study consists of proposing a sequential and hierarchical decision-making process of tourists divided into four stages: 1) going on holiday (or not); 2) choosing a national of international trip; 3) choosing a specific geographical area; and 4) choosing a type of trip...

The objective of this study is to examine the rivalry within and between strategic groups in a given industry. Current literature on the topic suggests that the empirical evidence presented, so far, might well be biased by systematic errors in the measuring of rivalry. As a novelty, the method...

The objective of the study is to analyse the performance of firms involved inphilanthropic and commercial sponsorship, and to identify its key determinants. Themethodology applied uses the event study to estimate the excess returns generated on the sharestrading on the Spanish stock market,...

The purpose of this paper consists in analyzing the impact of obtaining a quality certification (ISO 9000) on firms¿ market value, and to examine its influence on volatility. The sample used contains all the firms that, while trading in the Spanish stock market, have ever obtained a quality...