Portal de Murcia
www.portaldemurcia.com
Teachers at the University of Murcia Ines Lopez, Salvador Ruiz de Maya, Mariola Palazón and María Sicilia have been awarded two of the most important prizes awarded by the Spanish Association of Academic and Professional Marketing (AEMARK).
Ines Lopez Lopez and Salvador Ruiz de Maya, along with Professor Luk Warlop, have won the award for the best article marketing research for work in which the consumer reaction to the failure of the service provided to them is analyzed.
The article shows, contrary to what suggested by other studies in psychology, that consumer dissatisfaction after facing problems with a service may increase when share his anger with friends while sharing it with strangers can cause dissatisfaction is reduced.
This finding could be used by both companies to design programs that offset the negative consequences of failures in the sale of services, dissatisfied consumers to identify and implement maintenance strategies.
Mariola teachers Palazón Vidal and Maria Sicilia Piñero, as above, teachers in the Department of Marketing and Market Research at the University of Murcia, won, meanwhile, the prize for the best paper.
The study of the teachers, in collaboration with Manuela Lopez Perez, of the Catholic University of Chile, confirmed the influence on buying behavior, is the presence of friends on social networks like Facebook.
The proof, that our friends join a brand page, can influence our intention to buy brand, as well as the time to give "like", "favorites" or "share work .
The awards were presented at the XXVII Congress of Marketing AEMARK held in Pamplona, ​​where the most recent findings were presented on topics related to marketing management in the enterprise and consumer research.
Source: Universidad de Murcia
Privacy policy
- Legal notice
- Cookies