Crisis de la entidad, efecto halo y lealtad
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Publicado
20-12-2019
Miguel Ángel Moliner
Juan Carlos Fandos
Diego Monferrer
Marta Estrada
Resumen
Tomando como referencia el periodo de profunda crisis financiera y económica sufrida a nivel global, con especial incidencia en el sector financiero español, este artículo examina el efecto que la crisis de una entidad bancaria tiene en la lealtad del consumidor, estudiando el efecto halo en la confianza, la imagen de marca y las normas sociales. Se propone un modelo causal contrastado en una muestra de 500 clientes de entidades bancarias utilizando modelos de ecuaciones estructurales. La contribución de esta investigación está relacionada con el análisis del modelo propuesto desde una perspectiva teórica y empírica. En el modelo general, que establece los hábitos de consumo de los clientes durante un momento de crisis para la entidad, se observa que el principal antecedente de la lealtad son las normas sociales, el segundo es la confianza y el tercero la imagen de marca. Sin embargo, la intensidad de la crisis en cada entidad afecta a los resultados. Los hallazgos sugieren que la lealtad es anti-cíclica para las empresas. Invertir en la fidelización de los clientes en años de auge genera un crédito positivo hacia la empresa por parte de éstos, que no están dispuestos a abandonarla, incluso cuando está en crisis. El efecto halo se cumpliría, pues la opinión de los clientes sobre la entidad y la variable más emocional determina y modera las noticias negativas del entorno que intentan influir en las creencias de los consumidores.
Cómo citar
Moliner, M. Ángel, Fandos, J. C., Monferrer, D., & Estrada, M. (2019). Crisis de la entidad, efecto halo y lealtad. Cuadernos De Gestión, 20(1), 155–180. https://doi.org/10.5295/cdg.170808mm
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Keywords
Crisis de la entidad, efecto halo, lealtad, servicios, crisis
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Assiouras, I., Ozgen, O. and Skourtis, G. 2013. The impact of corporate social responsability in food industry in product-harm crisis. British Food Journal, 115 (1), 108-123.
Aurier, P. and N’Goala, G. 2010. The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development. Journal of the Academy of Marketing Science, 38, 303-325.
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Bagozzi, R.P. and Yi, Y. 1988. On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16 (Spring), 74-94.
Bagozzi, R.P. 1996. The role of arousal in the creation and control of the halo effect in attitude models. Psychology & Marketing, 13 (3), 235-265.
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Bandalos, D.L. and Finney, S.J. 2001. Item parceling issues in structural equation modeling, In: Marcoulides, G.A., ed. New developments and techniques in structural equation modeling. Mahwah, N.J.: Lawrence Erlbaum Associates Publishers, 269-296.
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Bigné, E.J., Sánchez, I. and Sánchez, J. 2001. Tourism image, evaluation variables and after purchase behaviour: Inter-relationship. Tourism Management, 22, 607-616.
Bove, L.L. and Johnson, L.W. 2006. Customer loyalty to one service worker: should it be discouraged? International Journal of Research in Marketing, 23 (1), 79-91.
Brislin, R.W. 1970. Back-translation for cross-cultural research. Journal of Cross-Cultural Psychology, 1 (3), 185-216.
Burchell, K., Rettie, R. and Patel, K. 2013. Marketing social norms: social marketing and the ‘social norm approach’. Journal of Consumer Behaviour, 12, 1-9.
Byrne, B.M. 2001. Structural equation modeling with AMOS: Basic concepts, applications and programming, New Jersey: Erlbaum, Mahwah.
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Caruana, A. 2004. The impact of switching costs on customer loyalty: A study among corporate customers of mobile telephony. Journal of Targeting, Measurement and Analysis for Marketing, 12 (3), 256-268.
Chernev, A. and Blair, S. 2015. Doing well by doing good: the benevolent halo of corporate social responsibility. Journal of Consumer Research, 41 (6), 1412-1425.
Cialdini, R., Reno, R. and Kallgren, C. 1990. A focus theory of normative conduct: recycling the concept of norms to reduce littering in public places. Journal of Personality and Social Psychology, 58 (6), 1015-1026.
Cleeren, K., Dekimpe, M.G. and van Heerde, H.J. 2017. Marketing research on productharm crisis: a review, managerial implications, and an agenda for future research. Journal of the Academy of Marketing Science, 45 (5), 593-615.
Coombs, W.T. 1999. Information and compassion in crisis responses: A test of their effects. Journal of Public Relations Research, 11 (2), 125-142.
Coombs, W.T. and Holladay, S.J. 2006. Unpacking the halo effect: Reputation and crisis management. Journal of Communication Management, 10 (2), 123-137.
Dagger, T.S. and David, M.E. 2012. Uncovering the real effect of switching costs on the satisfaction-loyalty association: the critical role of involvement and relationship benefits. European Journal of Marketing, 46 (3), 447-468.
Davis, R.E., Couper, M.P., Janz, N.K., Caldwell, C.H. and Resnicow, K. 2010. Interviewer effects in public health surveys. Health Education Research, 25 (1), 14-26.
Dean, D.W. 2004. Consumer reaction to negative publicity: effects of corporate reputation, response, and responsibility for a crisis event. Journal of Business Communication, 41, 192-211.
Deb, M. and Chavali, K. 2010. Significance of trust and loyalty during financial crisis: A study on customer behavior of Indian banks. South Asian Journal of Management, 17(1), 43-60.
Dick, A.S. and Basu K. 1994. Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22 (2), 99-113.
Eaddy, L.L. and Jin, Y. 2018. Crisis history tellers matter: the effects of crisis history and crisis information source on publics’ cognitive and affective responses to organizational crisis. Corporate Communications: An International Journal, 23 (2), 226-241.
El-Manstrly, D., Paton, T., Veloutsou, C. and Moutinho, L. 2011. An empirical investigation of the relative effect of trust and switching costs on service loyalty in the UK retail banking industry. Journal of Financial Services Marketing, 16 (2), 101-110.
Eskildsen, J., Kristensen, K., Juhl, J. and Ostergaard, P. 2004. The drivers of customer satisfaction and loyalty: The case of Denmark 2000-2002. Total Quality Management, 15 (5/6), 859-868.
Etikan I., Musa S.A. and Alkassim R.S. 2016. Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5 (1), 1-4.
Fang, W.T., Ng, E., Wang, C.M. and Hsu, M.L. 2017. Normative beliefs, attitudes, and social norms: people reduce waste as an index of social relationships when spending leisure time. Sustainability, 9, (10), 1-18.
Faullant, R., Matzler, K. and Füller, J. 2008. The impact of satisfaction and image on loyalty: The case of Alpine ski resorts. Managing Service Quality, 18 (2), 163-178.
Fishbein, M. and Ajzen, I. 1975. Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Fornara, F., Carrus, G., Passafaro, P. and Bonnes, M. 2011. Distinguishing the sources of normative influence on proenvironmental behaviors: the role of local norms in household waste recycling. Group Processes & Intergroup Relations, 14 (5), 623-635.
Fornell, C. and Larcker, D. 1981. Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50.
Fredericks, J.O. and Slater, J.M. 1995. Beyond customer satisfaction. Management Review, May, 29-32.
Fombrun, C.J. and Van Riel, C.B.M. 2003. Fame and Fortune: How the World’s Top Companies Develop Winning Reputations. Pearson Education.
Ganesan, S. 1994. Determinants of long-term orientation in buyer-seller relationships. The Journal of Marketing, April, 1-19.
Groves, R.M. 2004. Survey errors and survey costs. John Wiley & Sons, Hoboken, NJ.
Guenzi, P., Johnson, M.D. and Castaldo, S. 2009. A comprehensive model of customer trust in two retail stores. Journal of Service Management, 20 (3), 290-316.
Guilford, J.P. 1936. Psychometric methods. New York: McGraw-Hill.
Guinaliu, M. and Jordán, P. 2016. Building trust in the leader of virtual teams. Spanish Journal of Marketing, ESIC, 20, 58-70.
Ha, H.Y., Akamavi, R.K., Kitchen, P.J. and Janda, S. 2014. Exploring key antecedents of purchase intentions within different services. Journal of Services Marketing, 28 (7), 595-606.
Hair, J.F.Jr., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L. 2006. Multivariate data analysis. 6th ed., New Jersey: Prentice Hall.
Harris, L.C. and Ezeh, C. 2008. Servicescape and loyalty intentions: an empirical investigation. European Journal of Marketing, 42 (3/4), 390-422.
Hombourg, C. and Giering, A. 2001. Personal characteristics as moderators of the relationship between customer satisfaction and loyalty: An empirical analysis. Psychology and Marketing, 18 (1), 43-66.
Hox, J.J. 1994. Hierarchical regression models for interviewer and respondent effects. Sociological Methods & Research, 22 (3), 300-318.
Janmaimool, P. 2017. The role of descriptive social norms, organisational norms and personal norms in explaining solid waste management behaviours in workplaces. Journal of Organizational Change Management, 30 (2), 184-198.
Jöreskog, K.G. and Sörbom, D. 1996. LISREL 8: Structural equation modeling with the SIMPLIS command language, Scientific Software International, Chicago, Illinois.
Kamran, O., Mantrala, M.K., Izquierdo-Yusta, A. and Martínez-Ruiz, M.P. 2017. The impact of retail store format on the satisfaction-loyalty link: an empirical investigation. Journal of Business Research, 77, 14-22.
Kantsperger, R. and Kunz, W.H. 2010. Consumer trust in service companies: A multiple mediating analysis. Managing Service Quality, 20 (1), 4-25.
Kashif, M., Zarkada, A. and Ramayah, T. 2018. The impact of attitude, subjective norms, and perceived behavioural control on managers’ intentions to behave ethically. Total Quality Management & Business Excellence, 39 (5-6), 481-501.
Kaura, V., Prasad, D. and Sharma, S. 2015. Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33 (4), 404-422.
Kish, L. 1962. Studies of interviewer variance for attitudinal variables. Journal of the American Statistical Association, 57, 92-115.
Kumar, V., Pozza, I.D. and Ganesh, J. 2013. Revisiting the satisfaction-loyalty relationship: empirical generalizations and directions for future research. Journal of Retailing, 89 (3), 246-262.
Landis, R.S., Beal, D.J., and Tesluk, P.E. 2000. A comparison of approaches to forming composite measures in structural equation models. Organizational Behavioral Research, 3, 186-207.
Lee, R., Murphy, J. and Neale, L. 2009. The interactions of consumption characteristics on social norms. Journal of Consumer Marketing, 26 (4), 277-285.
Liu, S.Q. and Mattila, A.S. 2016. The influence of a “green” loyalty program on service encounter satisfaction. Journal of Services Marketing, 30 (6), 576-585.
Mackey, A. and Gass, S. 2005. Second language research: Methodology and design. New Jersey: Lawrence Erlbaum Associates, Inc.
Martínez, E., Pina, J.M. and Chernatony, L. 2008. Influencia de la estrategia de extensión de marca en la imagen de marcas globales un análisis aplicado a los mercados inglés y español. Cuadernos de Economía y Dirección de la Empresa, 36 (1), 77-112.
McAllister, D.J. 1995. Affect and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal, 38 (1), 24-59.
Mittal, B. 2016. Retrospective: why do customers switch? The dynamics of satisfaction versus loyalty. Journal of Services Marketing, 30 (6), 569-575.
Moliner, M.A., Monferrer, D., Estrada, M. 2018. Consequences of customer engagement and customer self-brand connection. Journal of Services Marketing, 32 (4), 387-399.
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