Factores organizacionales y experienciales del consumidor: influencia comparativa en el comportamiento de respuesta a la información
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Keywords
Comportamiento del consumidor, marketing de servicios, resistencia a la información negativa, responsabilidad social corporativa, sector bancario, valor de marca
Resumen
Objetivo: este artículo presenta los resultados de una investigación que vincula factores organizacionales y experienciales de los consumidores mediante un análisis de las relaciones entre la percepción de la responsabilidad social corporativa, la experiencia en el servicio, el valor de marca y la resistencia a la información negativa, en usuarios de los principales servicios bancarios en Colombia y México. Método: los datos se recabaron entre personas mayores de edad residentes en los dos países, con la técnica de encuesta virtual, se analizaron mediante el modelo de ecuaciones estructurales para comprobar las relaciones directas entre las variables, y bajo el procedimiento de permutaciones para las relaciones de moderación. Resultados: los hallazgos destacan que la percepción de los consumidores respecto a las iniciativas de responsabilidad que desarrollan los bancos mantiene una relación directa con el valor de marca y la resistencia a la información negativa. Conclusión: se puede inferir que son los factores organizacionales sobre los elementos experienciales del consumidor, los que prevalecen en el momento de quedar expuestos a comentarios negativos que se realicen acerca de la entidad financiera de la que son usuarios, con resultados diferentes explicados por el efecto moderador del país de origen y el género.
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Ahn, J. & Lu, S. (2022). Examining the relative role of CSR activity and service experience on cruise customers’ behavior. Social Responsibility Journal, 18(3), 453-468. https://doi.org/10.1108/SRJ-07-2020-0298
Ajina, A.S., Roy, S., Nguyen, B., Japutra, A. & Al-Hajla, A. H. (2020). Enhancing brand value using corporate social responsibility initiatives: Evidence from financial services brands in Saudi Arabia. Qualitative Market Research, 23(4), 575-602. https://doi.org/10.1108/QMR-11-2017-0145
Alakkas, A. A., Mohinder, P., Nabi, M. K., & Khan, M. A. (2022). Corporate social responsibility and firm-based brand equity: the moderating effect of marketing communication and brand identity. Sustainability, 14, 1-21 https://doi.org/10.3390/su14106033
Al-Haddad, S., Abdel-Aziz, A., Al-Khasawneh, M., Maraqa, R., & Hashem, R. (2022). The influence of corporate social responsibility on consumer purchase intention: The mediating role of consumer engagement via social media. Sustainability, 14(11), 6771. https://doi.org/10.3390/su14116771
Almubarak, A. F., Pervan, S. J. & Johnson, L. (2018). A conceptual analysis of brand intimacy on social media platforms. Journal of Strategic Marketing, 26(6), 463-478. https://doi.org/10.1080/0965254X.2017.1311358
Aramburu, I., & Pescador, I. (2019). The effects of corporate social responsibility on customer loyalty: the mediating effect of reputation in cooperative banks versus commercial banks in the Basque country. Journal of Business Ethics, 154, 701-719. https://doi.org/10.1007/s10551-017-3438-1
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74-94. https://doi.org/10.1007/BF02723327
Batra, R., Ahuvia, A. & Bagozzi, P. (2012). Brand Love. Journal of Marketing, 76, 1-16. https://doi.org/10.1509%2Fjm.09.0339
Belasri, S., Gomes, M., & Pijourlet, G. (2020). Corporate social responsibility and bank efficiency. Journal of Multinational Financial Management, 54. https://doi.org/10.1016/j.mulfin.2020.100612.
Bhattacharya, C. B. & Sen S. (2003). Consumer–company identification: a framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88. https://doi.org/10.1509%2Fjmkg.67.2.76.18609
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it afect loyalty? Journal of Marketing 73(3), 52-68. https://doi.org/10.1509/jmkg.73.3.052
Cha, M. K., Yi, Y. & Bagozzi, R. P. (2016). Effects of customer participation in Corporate Social Responsibility (CSR) programs on the CSR-brand fit and brand loyalty. Cornell Hospitality Quarterly, 57(3), 235-249. https://doi.org/10.1177%2F1938965515620679
Chi, T. (2018). Understanding Chinese consumer adoption of apparel mobile commerce: an extended tam approach. Journal of Retailing and Consumer Services, 44, 274-284. https://doi.org/10.1016/j.jretconser.2018.07.019
Choi, J. & Geistfeld, L. V. (2004). A cross-cultural investigation of consumer e-shopping adoption. Journal of Economic Psychology, 25, 821-838. https://doi.org/10.1016/j.joep.2003.08.006
Chung, A., & Lee, K. B. (2019). Corporate apology after bad publicity: a dual-process model of CSR fit and CSR history on purchase intention and negative word of mouth. International Journal of Business Communication, 59(3), 1-33. https://doi.org/10.1177/2329488418819133
Comisión de las Comunidades Europeas [CCE]. (2001). Libro verde: Fomentar un marco europeo para la Responsabilidad Social Corporativa. Observatorio de Responsabilidad Corporativa.
Cristela, M. B., Coelho, A. & Lizanets, V. (2019). The impact of brand personality on consumer behavior: The role of brand love. Journal of Fashion Marketing and Management, 23(1), 30-47. https://doi.org/10.1108/JFMM-07-2018-0091
Deigh, L., & Jillian, D. F. (2021). Developing corporate social responsibility in financial services. The International Journal of Bank Marketing, 39(3), 478-496. https://doi.org/10.1108/IJBM-07-2020-0410
Eisingerich, A. B., Rubera, G. Seifert, M. & Bhardwaj, G. (2011). Doing good and doing better despite negative information? the role of corporate social responsibility in consumer resistance to negative information. Journal of Service Research, 14(1) 60-75. https://doi.org/10.1177%2F1094670510389164
Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H. & Elsharnouby, T. H. (2016). Customer relationship building: the role of brand attractiveness and consumer–brand identification. Journal of Business Research, 69(8), 2901-2910. https://doi.org/10.1016/j.jbusres.2015.12.059
Ennew, C. T., Banerjee, A. K. & Li, D. (2000). Managing word of mouth communication: Empirical evidence from India. The International Journal of Bank Marketing, 18(2), 75-83. https://doi.org/10.1108/02652320010322985
Fatma, M., & Rahman, Z. (2016). The CSR's influence on customer responses in Indian banking sector. Journal of retailing and Consumer Services, 29, 49-57. https://doi.org/10.1016/j.jretconser.2015.11.008.
Gatti, L., Caruana, A. & Snehota, I. (2012). The role of corporate social responsibility, perceived quality and corporate reputation on purchase intention: Implications for brand management. Journal of Brand Management, 20(1), 65-76. http://dx.doi.org/10.1057/bm.2012.2
Goyal, P., & Chanda, U. (2017). A Bayesian Network Model on the association between CSR, perceived service quality and customer loyalty in Indian Banking Industry. Sustainable Production and Consumption, 10, 50-65. https://doi.org/10.1016/j.spc.2016.12.001.
Gültekin, B. & Kiliç, S. I. (2022). Repurchasing an environmental related crisis experienced automobile brand: An examination in the context of environmental consciousness, brand trust, brand affect, and resistance to negative information. Sosyoekonomi, 30(51), 241-260. https://doi.org/10.17233/sosyoekonomi.2022.01.12
Gyrd, J. R. & Kornum, N. (2013). Managing the co-created brand: Value and cultural complementarity in online and offline multi‐stakeholder ecosystems. Journal of Business Research, 66, 1484-1493. http://dx.doi.org/10.1016/j.jbusres.2012.02.045
Hair, J. F., Risher, J. J., Sarstedt, M. y Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Helkkula, A. (2011). Characterising the concept of service experience. Journal of Service Management, 22(3), 367-389. https://doi.org/10.1108/09564231111136872
Hofstede Insights. (2022). Compare Countries. https://www.hofstede-insights.com/
Hui, W., Ch. S., Cheng, A. E. & Ming. T. (2021). The missing link in the promotion of customer engagement: The roles of brand fan page attractiveness and agility. Internet Research, 31(2), 587-612. https://doi.org/10.1108/INTR-01-2020-0025
Instituto Nacional de Estadística y Geografía [INEGI]. (2021). Encuesta Nacional de Inclusión Financiera (ENIF), principales resultados. https://www.inegi.org.mx/programas/enif/2021/#Documentacion
Jaakkola, E., Helkkula, A. & Aarikka, S. L. (2015). Service experience co-creation: conceptualization, implications, and future research directions. Journal of Service Management, 26(2), 182-205. https://doi.org/10.1108/JOSM-12-2014-0323
Keller, K. L. (1993). Conceptualizing measuring and managing customer-based brand equity. Journal of marketing, 57(1), 1-22. https://doi.org/10.2307/1252054
Kemppainen, T. & Uusitalo, O. (2022). Introducing a sensemaking perspective to the service experience. Journal of Service Theory and Practice, 32(2), 283-301. https://doi.org/10.1108/JSTP-02-2021-0030
Kim, H. G., Chun, W., & Wang, Z. (2019). Roles of multi-dimensions of CSR in brand value: moderating effect of firm size. Academy of Management Proceedings, 29(1). https://doi.org/10.5465/AMBPP.2019.11800abstract
Lassar, W., Mittal, B. & Sharma. A. (1995). Measuring customer based brand equity. Journal of Consumer Marketing, 12(4), 11-19. https://doi.org/10.1108/07363769510095270.
Luo, X. & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1-18. https://doi.org/10.1509%2Fjmkg.70.4.001
Ma, S. & Kaplanidou, K. (2021). How corporate social responsibility and social identities lead to corporate brand equity: An evaluation in the context of sport teams as brand extensions. Sport Marketing Quarterly, 30(1), 16-29. https://doi.org/10.32731/SMQ.301.032021.02
Martínez, P., y Rodríguez del Bosque, I. (2018). Determinación del papel de las características demográficas de los consumidores en el proceso de formación de lealtad basada en aspectos socialmente responsables. Cuadernos de Turismo, (42), 317-333. https://doi.org/10.6018/turismo.42.14
McColl-Kennedy, J., Cheung, L. & Ferrier, E. (2015). Co-creating service experience practices. Journal of Service Management, 26(2), 249-275. https://doi.org/10.1108/JOSM-08-2014-0204
Mochales, G., & Blanch, J. (2022). Unlocking the potential of CSR: An explanatory model to determine the strategic character of CSR activities. Journal of Business Research, 140, 310-323. https://doi.org/10.1016/j.jbusres.2021.11.002.
Moghadam, A. H. & Assar, P. (2008). The relationship between national culture and e-adoption. a case study of Iran. American Journal of Applied Sciences, 5(4), 369-377.
Monitor Empresarial de Reputación Corporativa [MERCO]. (2020). Ranking de Responsabilidad. https://www.merco.info/co/ranking-merco-responsabilidad-gobierno-corporativo
Pham, H. C., Oanh Dinh, Y. N., Ngo, L. V. & Nguyen, P. N. (2020). Not all experiential consumers are created equals: The interplay of customer equity drivers on brand loyalty. European Journal of Marketing, 54(9), 2257-2286. https://doi.org/10.1108/EJM-04-2018-0228
Pina, R., & Dias, Á. (2021). The influence of brand experiences on consumer-based brand equity. Journal of Brand Management, 28(2), 99-115. https://doi.org/10.1057/s41262-020-00215-5.
Putit, L., & Arnott, D. C. (2007). Micro-culture and consumer´s adoption of technology. Academy of Marketing Science Review, 6, 1-15.
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Aug 11, 2023
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Cómo citar
Otero Gómez, M. C., Giraldo Pérez, W., & Sánchez Zeferino, D. E. (2023). Factores organizacionales y experienciales del consumidor: influencia comparativa en el comportamiento de respuesta a la información. Desarrollo Gerencial, 15(2), 1–20. https://doi.org/10.17081/dege.15.2.6388
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Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
Una vez aceptado el artículo para su publicación, el/la autor/a (es) traspasa los derechos de copyright a la revista Desarrollo Gerencial.
Biografía del autor/a
Wilson Giraldo Pérez, Universidad de los Llanos, Villavicencio, Colombia.