El compromiso como variable mediadora para la predicción de las futuras intenciones de consumo en los servicios. Una aproximación empírica a los consumidores de artes escénicas en España
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Publicado
18-09-2018
María José Quero Gervilla
Rafael Ventura Fernández
Resumen
El presente trabajo de investigación trata de arrojar luz sobre las relaciones entre las variables Satisfacción, Compromiso, Confianza y Futuras Intenciones de compra. Con este fin, se propone un Modelo de Gestión de las Relaciones con Clientes de Servicios en el que se observa que la variable más importante en la consecución de resultados positivos en lo que respecta a intenciones de asistencia futura de los consumidores es el Compromiso. El trabajo empírico se desarrolla en el sector servicios, concretamente en el ámbito de la exhibición de artes escénicas. Con este fin se han entrevistado personalmente a 1005 consumidores de artes escénicas en la entrada y salida de los espectáculos. En él han colaborado 150 teatros públicos y privados de toda España.
Cómo citar
Quero Gervilla, M. J., & Ventura Fernández, R. (2018). El compromiso como variable mediadora para la predicción de las futuras intenciones de consumo en los servicios. Una aproximación empírica a los consumidores de artes escénicas en España. Cuadernos De Gestión, 11(1), 15–36. https://doi.org/10.5295/cdg.100163mq
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Keywords
Marketing relacional, satisfacción, compromiso, confianza, futuras intenciones
References
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ALLEN, N. Y MEYER, J. (1990): “The measurement and antecedents of affective, continuance and normative commitement to the organization”, Journal of Occupational Psychology, Vol. 63, No. 1, pp. 1 – 18.
ANDERSON, E. W., FORNELL, C. Y LEHMANN, D.R. (1994): “Customer Satisfaction, Market Share, and profitability: Findings from Sweeden”, Journal of Marketing, Vol. 58, pp. 53 – 66.
ANDERSON, J. C. Y GERBING, D. W. (1988): “Structural Equation Modeling in Practice: A Review and Recommended Two – Step Approach”, Psychological Bulletin, No 103 (3), pp. 411 – 423.
BAGOZZI, R. P. (1975): “Marketing as Exchange”, Journal of Marketing, No 40 (Julio), pp. 17 – 28.
BAGOZZI, R. Y YI, Y. (1988): “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, Vol. 16, No 1, pp. 74 – 94.
BANDURA, A. (1986): “Social Foundations of Thought and Action: A Social Cognitive Theory”, Prentice Hall, New Jersey.
BANSAL, H. Y TAYLOR, S. (1999): “The service switching model (SMM): A model of switching behaviour in services industries”, Journal of Service Research, Vol. 2, No 2, pp. 200 – 18.
BENTLER, P. M. Y BONNETT, D. G. (1980): “Significance Tests and Goodness of Fit in the Analysis of Covariance Structures”, Psychological Bulletin, No 88, pp. 588 – 606.
BERRY, L. (1995): “Relationship marketing of services: growing interest, emerging perspectives”, Journal of the Academy of Marketing Science, Vol. 23, No 4, pp. 236 – 45.
BLOIS, K. (1999): “Trust in business relationships: an evaluation of its status”, Journal of Management Studies, Vol. 36, No 2, pp. 197 – 215.
BOLLEN, K. A. (1989): Structural Equation with Latent Variables, Ed. Wiley and Sons, New York.
BONNEMAIZON, A., COVA, B. Y LOUYOT, M.C. (2007): “Relationship Marketing in 2015: A Delphy Approach”, European Management Journal, No 1, Vol. 25, pp. 50 – 59.
BOULDING, W., KALRA, A., STAELIN, R. Y ZEITHAML, V. A. (1993): “A Dynamic Process Model of Service Quality: from Expectations to Behavioral Intentions”, Journal of Marketing Research, Vol. 30, febrero, pp. 7 – 23.
BROWNE, M. W. Y CUDECK, R. (1989): Single sample cross – validation indices for covariance structures”, Multivariate Behavioral Research, No. 24, pp. 445 – 455.
CHRISTOPHER, M., PAYNE, A. Y BALLANTYNE, D. (2007): “Relationship Marketing”, Ed. Butterworth Heinemann, Oxford.
COLBERT, F. (2001): “Marketing Culture and the Arts”, Second edition, Presses HEC, Montréal.
COURNEYA, K.S. Y MCAULEY, E. (1993): “Predicting Physical Activity from Intention: Conceptual and Methodological Issues”, Journal of Sport and Exercise Psichology, Vol. 15, pp. 50 – 62.
CRONIN, J. J. (JR.) Y TAYLOR, S. A. (1992): “Measuring Service Quality: A Reexamination and Extensión”, Journal of Marketing, Vol. 56 (julio), pp. 55 – 68.
CROSBY, L. A.; EVANS, K. R.; COWLES, D. (1990): “Relationship Quality in Services Selling: An Interpersonal Influence Perspective”, Journal of Marketing, No. 54 (Julio), pp. 68 – 81.
DAVIS, F. D. Y WARSHAW, P. R. (2001): “What do Intention Scales Measure?”, The Journal of General Psychology, 119, No. 4, pp. 391 – 407.
DAY, E. Y BARKSDALE, H. C. JR. (1992): “How Firms Select Professional Services”, Industrial Marketing Management, No. 21 (mayo), pp. 85 – 91.
DWYER, F. R.; SCHURR, P.H.; OH, S. (1987): “Developing Buyer – Seller Relationships”, Journal of Marketing, Vol. 51 (abril), pp. 11 – 27.
FISHBEIN, M. Y STANSSON, M. (1990): “The role of desires self – predictors, and perceived control in the prediction of training session attendance”, Journal of Applied Social Psychology, Vol. 20, No. 3, pp. 173 – 198.
FISHBEIN, M. Y STASSON, M. (1990): “The Role of Desires Self-Predictiona and Perceived Control in the Prediction of Training Session Attendance”, Journal of Applied Social Psychology, Vol. 20, No. 3, pp. 173 – 198.
FORNELL, C. Y LARCKER, D. (1981): “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18, No. 1, pp. 39 – 50.
FULLERTON, G. (2003): “When does commitment lead to loyalty”, Journal of Service Research, No. 4, Vol. 5, pp. 333 – 344.
FULLERTON, G. (2005): “How commitment both enables and undermines marketing relationships”, European Journal of Marketing, No. 11/12, Vol. 39, pp. 1372 – 1388.
GARBARINO, E. Y JONSON, M. S. (1999): “The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships”, Journal of Marketing, Vol. 63 (abril), pp. 70 – 87.
GILLIAND, D. Y BELLO, D. (2002): “The two sides to attitudinal commitment: the effect of calculative and loyalty commitment on enforcement mechanisms in distribution channels”, Journal of the Academy of Marketing Science, Vol. 30, No. 1, pp. 24 – 43.
GRÖNROOS, C. (1995): “Relationship marketing: the strategy continuum”, Journal of the Academy of Marketing Science, vol. 23, No. 4, pp. 252 – 256.
GRUEN, T., SUMMERS, J. Y ACITO, F. (2000): “Relationship Marketing Activities, commitment and membership behaviours in professional associations”, Journal of Marketing, Vol. 64, No. 3, pp. 34 – 49.
GUMMESSON, E. (2004): Many to Many Marketing. Malmo: Liber.
GUMMESSSON, E. (2008): Total Relationship Marketing, Butterworth–Heinemann, Oxford.
HARRISON – WALKER, J. (2001): “The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents”, Journal of Service Research, Vol. 4 No. 1, pp. 60 – 75.
HENNING-THURAU, T., GWINNER, K.P. Y D.D. GREMLER (2002): “Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality”, Journal of Service Research, No. 4 (febrero), pp. 230 – 248.
HILL, E.; O´SULLIVAN, C. Y O´SULLIVAN, T. (1995): “Creative Arts Marketing”, Ed. Butterworth – Heinemann, Oxford.
HIRSCHMAN, E.C. (1983): “Aesthetics, Ideologies and the Limits of the Marketing Concept”, Journal of Marketing, Vol. 47 (verano), pp. 45 – 55.
HOUSTON, F. S.; GASSEMHEIMER, J. B. (1987): “Marketing and Exchange”, Journal of Marketing, Vol. 51, Octubre, págs. 3 – 18.
HUNT, S. D. (1983): “General Theories and the Fundamental Explanada of Marketing”, Journal of Marketing, Vol. 47, (otoño), pp. 9 – 17.
KOTLER, P. (1967): “Marketing Management Analysis, Planning and Control”, Ed. Englewood Cliffs, Prentice Hall, NJ.
LEISEN, B. Y HYMAN, M. R. (2004): “Antecedents and Consequences of Trust in Service Provider: The Case of Primary Care Physicians”, Journal of Business Research, No. 57, septiembre, pp 990 – 999.
LOVELOCK, C. Y GUMMESSON, E. (2004): “Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives”, Journal of Service Research, No. 1, Vol. 7, pp. 20 – 41.
LUQUE, T. (2000): “Técnicas de análisis de datos en investigación de mercados”, Ed. Pirámide, Madrid.
MACMILLAN, K., MONEY, K., MONEY, A. Y DOWNING, S. (2005): “Relationship Marketing in the not – for – profit sector: an extension and application of the commitment – trust theory”, Journal of Business Research, No. 58, pp. 806 – 818.
MALLE, B. F. Y KNOBE, J. (1997): “The Folk Concept of Internationality”, Journal of Experimental Social Psychology, Vol. 33, pp. 101 – 121.
MCCARTHY, E. J. (1960): “Basic Marketing, A Managerial Approach”, Homewood IL: Richard D. Irwin.
MOORMAN, C., ZALTMAN, G. Y DESHPANDE (1992): “Relationships Between Provides and Users of Market Research: The Dynamics of Trust Within and Between Organizations”, Journal of Marketing Research, No. 29 (agosto), pp. 314 – 328.
MOORMAN, C.; DESHPANDÉ, R. Y ZALTMAN, G. (1993): “Factors Affecting Trust in Market Relationships”, Journal of Marketing, Vol. 57 (enero), pp. 81 – 101.
MORGAN, R.M. Y HUNT S.D. (1994): “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58, pp. 20 – 38.
OLIVER (1999): “Whence Consumer Loyalty?”, Journal of Marketing, Vol. 63, Special Issue, págs. 33 – 44.
OLIVER, R. L. (1977): “A Cognitive Model of the Antecedents and Consequences of Satisfaction Desions”, Journal of Marketing Research, 17, November, pp. 460 – 469.
OLIVER, R. L. (1993): “A Conceptual Model of service Quality and Service Satisfaction” en “Advances in Services Marketing and Management”, de Swartz, T. A.; Bowen, D. E. y Brown, S. W., Ed. JAI Press, Greenwich, CT, pp. 65 – 86.
QUERO, M.J. (2003): “Marketing Cultural. El enfoque relacional en las entidades escénicas” Ed. Red Española de Teatros, Auditorios y Circuitos de Titularidad Pública, Madrid.
QUERO, M.J. (2007): “Relationship Marketing and Services Marketing: Two Convergent Perspectives for Value Creation in the Cultural Sector”. International Review on Public and Non Profit Marketing, Vol. 4, nº 1/2, págs. 101 – 115.
QUERO, M. J. Y VENTURA, R. (2009): “The Role of Stakeholders in the Management of Cultural Organisations. The case of performing Arts Organisations in Spain”, Journal of Relationship Marketing, Vol. 8, pp. 19 – 37.
ROSENBAUM, M. S.; MASSIAH, C. Y JACKSON, D. W. (2006): “An Investigation of Trust, Satisfaction and Commitment on Repurchase Intentions in Professional Services”, Services Marketing Quarterly, Vol. 27, No. 39, pp. 115 – 135.
RUSSELL, L. (2007): “Relationship drivers of customer commitment”, Journal of Marketing Theory and practice”, Vol. 15, No. 4, pp. 315 – 333.
SAN MARTÍN, S., GUTIERREZ, J. Y CAMARERO, M. (2004): “Trust as the Key to Relational Commitment”, Journal of Relationship Marketing, No. 3, Vol. 1, pp. 53 – 73.
SHETH, J. N. Y PARVATIYAR, A. (2000): “Handbook of Relationship Marketing”. Sage Publications, California.
SÖDERLUND, M. (2002): “Customer satisfaction and its effects on different behavioural intention constructs”, Journal of Customer Behaviour, Vol. 1, pp. 145 – 166.
SÖDERLUND, M. Y ÖHMAN, N. (2005): “Assesing behavior before it becomes behavior”, International Journal of Service Industry Management, Vol. 16, No. 2, pp. 169 – 185.
STEIGUER, J. H. (1990): “Structural Model Evaluation and Modification: An Interval Estimation Approach”, Multivariate Behavioral Research, No. 25, pp. 173 – 180.
SWIFT, T. (2001): “Trust, reputation and corporate accountability to stakeholders”, Bussiness Ethics: A European Review, Vol. 10, No. 1, pp. 16 – 26.
VARGO, S. L. Y LUSH, R. F. (2004): “Evolving to a New Dominant Logic for Marketing”, Journal of Marketing, Vol. 68 (January), pp. 1 – 17.
VOSS, G. B. Y VOSS Z.G. (2000): “Strategic Orientation and Firm Performance in an Artistic Enviroment”, Journal of Marketing, Vol. 64 (enero), pp. 67 – 83.
WARSHAW, P. R. Y DAVIS, F. D. (1985a): “The accuracy of behavioural intention versus behavioural expectation for predicting behavioural goals”, The Journal of Psychology, Vol. 119, No. 6, págs. 599 – 602.
WARSHAW, P. R. Y DAVIS, F. D. (1985b): “Disentangling Behavioural Intention and Behavioral Expectation”, Journal of Experimental Social Psichology, Vol. 21, pp. 213 – 228.
WELCH, M. (2006): “Rethinking relationship management. Exploring the dimensions of trust”, Journal of Communication Management, Vol. 10, No. 2, pp. 138 – 155.
WESTBROOK Y OLIVER (1991): “The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction”, Journal of Consumer Research, Vol. 18, junio, pp. 84 – 91.
WOODSIDE, A., FREY, L. Y DALY (1989): “Linking Service Quality, Customer Satisfaction and Behavioral Intention”, Journal of Health Care marketing, Vol. 9 (diciembre), págs. 5 – 7.
ZEITHAML, V .A., BERRY, L. Y PARASURAMAN, A. (1993): “The Nature and Determinants of Customer Expectations of Service”, Journal of the Academy of Marketing Science, Vol. 21 (winter), pp. 1 – 12.
ZEITHAML, V. A., BERRY, L. L. Y PARASURAMAN, A. (1996): “The Behavioral consequences of Service Quality”, Journal of Marketing, Vol. 60, pp. 31 – 46.
ALLEN, N. Y MEYER, J. (1990): “The measurement and antecedents of affective, continuance and normative commitement to the organization”, Journal of Occupational Psychology, Vol. 63, No. 1, pp. 1 – 18.
ANDERSON, E. W., FORNELL, C. Y LEHMANN, D.R. (1994): “Customer Satisfaction, Market Share, and profitability: Findings from Sweeden”, Journal of Marketing, Vol. 58, pp. 53 – 66.
ANDERSON, J. C. Y GERBING, D. W. (1988): “Structural Equation Modeling in Practice: A Review and Recommended Two – Step Approach”, Psychological Bulletin, No 103 (3), pp. 411 – 423.
BAGOZZI, R. P. (1975): “Marketing as Exchange”, Journal of Marketing, No 40 (Julio), pp. 17 – 28.
BAGOZZI, R. Y YI, Y. (1988): “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, Vol. 16, No 1, pp. 74 – 94.
BANDURA, A. (1986): “Social Foundations of Thought and Action: A Social Cognitive Theory”, Prentice Hall, New Jersey.
BANSAL, H. Y TAYLOR, S. (1999): “The service switching model (SMM): A model of switching behaviour in services industries”, Journal of Service Research, Vol. 2, No 2, pp. 200 – 18.
BENTLER, P. M. Y BONNETT, D. G. (1980): “Significance Tests and Goodness of Fit in the Analysis of Covariance Structures”, Psychological Bulletin, No 88, pp. 588 – 606.
BERRY, L. (1995): “Relationship marketing of services: growing interest, emerging perspectives”, Journal of the Academy of Marketing Science, Vol. 23, No 4, pp. 236 – 45.
BLOIS, K. (1999): “Trust in business relationships: an evaluation of its status”, Journal of Management Studies, Vol. 36, No 2, pp. 197 – 215.
BOLLEN, K. A. (1989): Structural Equation with Latent Variables, Ed. Wiley and Sons, New York.
BONNEMAIZON, A., COVA, B. Y LOUYOT, M.C. (2007): “Relationship Marketing in 2015: A Delphy Approach”, European Management Journal, No 1, Vol. 25, pp. 50 – 59.
BOULDING, W., KALRA, A., STAELIN, R. Y ZEITHAML, V. A. (1993): “A Dynamic Process Model of Service Quality: from Expectations to Behavioral Intentions”, Journal of Marketing Research, Vol. 30, febrero, pp. 7 – 23.
BROWNE, M. W. Y CUDECK, R. (1989): Single sample cross – validation indices for covariance structures”, Multivariate Behavioral Research, No. 24, pp. 445 – 455.
CHRISTOPHER, M., PAYNE, A. Y BALLANTYNE, D. (2007): “Relationship Marketing”, Ed. Butterworth Heinemann, Oxford.
COLBERT, F. (2001): “Marketing Culture and the Arts”, Second edition, Presses HEC, Montréal.
COURNEYA, K.S. Y MCAULEY, E. (1993): “Predicting Physical Activity from Intention: Conceptual and Methodological Issues”, Journal of Sport and Exercise Psichology, Vol. 15, pp. 50 – 62.
CRONIN, J. J. (JR.) Y TAYLOR, S. A. (1992): “Measuring Service Quality: A Reexamination and Extensión”, Journal of Marketing, Vol. 56 (julio), pp. 55 – 68.
CROSBY, L. A.; EVANS, K. R.; COWLES, D. (1990): “Relationship Quality in Services Selling: An Interpersonal Influence Perspective”, Journal of Marketing, No. 54 (Julio), pp. 68 – 81.
DAVIS, F. D. Y WARSHAW, P. R. (2001): “What do Intention Scales Measure?”, The Journal of General Psychology, 119, No. 4, pp. 391 – 407.
DAY, E. Y BARKSDALE, H. C. JR. (1992): “How Firms Select Professional Services”, Industrial Marketing Management, No. 21 (mayo), pp. 85 – 91.
DWYER, F. R.; SCHURR, P.H.; OH, S. (1987): “Developing Buyer – Seller Relationships”, Journal of Marketing, Vol. 51 (abril), pp. 11 – 27.
FISHBEIN, M. Y STANSSON, M. (1990): “The role of desires self – predictors, and perceived control in the prediction of training session attendance”, Journal of Applied Social Psychology, Vol. 20, No. 3, pp. 173 – 198.
FISHBEIN, M. Y STASSON, M. (1990): “The Role of Desires Self-Predictiona and Perceived Control in the Prediction of Training Session Attendance”, Journal of Applied Social Psychology, Vol. 20, No. 3, pp. 173 – 198.
FORNELL, C. Y LARCKER, D. (1981): “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18, No. 1, pp. 39 – 50.
FULLERTON, G. (2003): “When does commitment lead to loyalty”, Journal of Service Research, No. 4, Vol. 5, pp. 333 – 344.
FULLERTON, G. (2005): “How commitment both enables and undermines marketing relationships”, European Journal of Marketing, No. 11/12, Vol. 39, pp. 1372 – 1388.
GARBARINO, E. Y JONSON, M. S. (1999): “The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships”, Journal of Marketing, Vol. 63 (abril), pp. 70 – 87.
GILLIAND, D. Y BELLO, D. (2002): “The two sides to attitudinal commitment: the effect of calculative and loyalty commitment on enforcement mechanisms in distribution channels”, Journal of the Academy of Marketing Science, Vol. 30, No. 1, pp. 24 – 43.
GRÖNROOS, C. (1995): “Relationship marketing: the strategy continuum”, Journal of the Academy of Marketing Science, vol. 23, No. 4, pp. 252 – 256.
GRUEN, T., SUMMERS, J. Y ACITO, F. (2000): “Relationship Marketing Activities, commitment and membership behaviours in professional associations”, Journal of Marketing, Vol. 64, No. 3, pp. 34 – 49.
GUMMESSON, E. (2004): Many to Many Marketing. Malmo: Liber.
GUMMESSSON, E. (2008): Total Relationship Marketing, Butterworth–Heinemann, Oxford.
HARRISON – WALKER, J. (2001): “The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents”, Journal of Service Research, Vol. 4 No. 1, pp. 60 – 75.
HENNING-THURAU, T., GWINNER, K.P. Y D.D. GREMLER (2002): “Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality”, Journal of Service Research, No. 4 (febrero), pp. 230 – 248.
HILL, E.; O´SULLIVAN, C. Y O´SULLIVAN, T. (1995): “Creative Arts Marketing”, Ed. Butterworth – Heinemann, Oxford.
HIRSCHMAN, E.C. (1983): “Aesthetics, Ideologies and the Limits of the Marketing Concept”, Journal of Marketing, Vol. 47 (verano), pp. 45 – 55.
HOUSTON, F. S.; GASSEMHEIMER, J. B. (1987): “Marketing and Exchange”, Journal of Marketing, Vol. 51, Octubre, págs. 3 – 18.
HUNT, S. D. (1983): “General Theories and the Fundamental Explanada of Marketing”, Journal of Marketing, Vol. 47, (otoño), pp. 9 – 17.
KOTLER, P. (1967): “Marketing Management Analysis, Planning and Control”, Ed. Englewood Cliffs, Prentice Hall, NJ.
LEISEN, B. Y HYMAN, M. R. (2004): “Antecedents and Consequences of Trust in Service Provider: The Case of Primary Care Physicians”, Journal of Business Research, No. 57, septiembre, pp 990 – 999.
LOVELOCK, C. Y GUMMESSON, E. (2004): “Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives”, Journal of Service Research, No. 1, Vol. 7, pp. 20 – 41.
LUQUE, T. (2000): “Técnicas de análisis de datos en investigación de mercados”, Ed. Pirámide, Madrid.
MACMILLAN, K., MONEY, K., MONEY, A. Y DOWNING, S. (2005): “Relationship Marketing in the not – for – profit sector: an extension and application of the commitment – trust theory”, Journal of Business Research, No. 58, pp. 806 – 818.
MALLE, B. F. Y KNOBE, J. (1997): “The Folk Concept of Internationality”, Journal of Experimental Social Psychology, Vol. 33, pp. 101 – 121.
MCCARTHY, E. J. (1960): “Basic Marketing, A Managerial Approach”, Homewood IL: Richard D. Irwin.
MOORMAN, C., ZALTMAN, G. Y DESHPANDE (1992): “Relationships Between Provides and Users of Market Research: The Dynamics of Trust Within and Between Organizations”, Journal of Marketing Research, No. 29 (agosto), pp. 314 – 328.
MOORMAN, C.; DESHPANDÉ, R. Y ZALTMAN, G. (1993): “Factors Affecting Trust in Market Relationships”, Journal of Marketing, Vol. 57 (enero), pp. 81 – 101.
MORGAN, R.M. Y HUNT S.D. (1994): “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58, pp. 20 – 38.
OLIVER (1999): “Whence Consumer Loyalty?”, Journal of Marketing, Vol. 63, Special Issue, págs. 33 – 44.
OLIVER, R. L. (1977): “A Cognitive Model of the Antecedents and Consequences of Satisfaction Desions”, Journal of Marketing Research, 17, November, pp. 460 – 469.
OLIVER, R. L. (1993): “A Conceptual Model of service Quality and Service Satisfaction” en “Advances in Services Marketing and Management”, de Swartz, T. A.; Bowen, D. E. y Brown, S. W., Ed. JAI Press, Greenwich, CT, pp. 65 – 86.
QUERO, M.J. (2003): “Marketing Cultural. El enfoque relacional en las entidades escénicas” Ed. Red Española de Teatros, Auditorios y Circuitos de Titularidad Pública, Madrid.
QUERO, M.J. (2007): “Relationship Marketing and Services Marketing: Two Convergent Perspectives for Value Creation in the Cultural Sector”. International Review on Public and Non Profit Marketing, Vol. 4, nº 1/2, págs. 101 – 115.
QUERO, M. J. Y VENTURA, R. (2009): “The Role of Stakeholders in the Management of Cultural Organisations. The case of performing Arts Organisations in Spain”, Journal of Relationship Marketing, Vol. 8, pp. 19 – 37.
ROSENBAUM, M. S.; MASSIAH, C. Y JACKSON, D. W. (2006): “An Investigation of Trust, Satisfaction and Commitment on Repurchase Intentions in Professional Services”, Services Marketing Quarterly, Vol. 27, No. 39, pp. 115 – 135.
RUSSELL, L. (2007): “Relationship drivers of customer commitment”, Journal of Marketing Theory and practice”, Vol. 15, No. 4, pp. 315 – 333.
SAN MARTÍN, S., GUTIERREZ, J. Y CAMARERO, M. (2004): “Trust as the Key to Relational Commitment”, Journal of Relationship Marketing, No. 3, Vol. 1, pp. 53 – 73.
SHETH, J. N. Y PARVATIYAR, A. (2000): “Handbook of Relationship Marketing”. Sage Publications, California.
SÖDERLUND, M. (2002): “Customer satisfaction and its effects on different behavioural intention constructs”, Journal of Customer Behaviour, Vol. 1, pp. 145 – 166.
SÖDERLUND, M. Y ÖHMAN, N. (2005): “Assesing behavior before it becomes behavior”, International Journal of Service Industry Management, Vol. 16, No. 2, pp. 169 – 185.
STEIGUER, J. H. (1990): “Structural Model Evaluation and Modification: An Interval Estimation Approach”, Multivariate Behavioral Research, No. 25, pp. 173 – 180.
SWIFT, T. (2001): “Trust, reputation and corporate accountability to stakeholders”, Bussiness Ethics: A European Review, Vol. 10, No. 1, pp. 16 – 26.
VARGO, S. L. Y LUSH, R. F. (2004): “Evolving to a New Dominant Logic for Marketing”, Journal of Marketing, Vol. 68 (January), pp. 1 – 17.
VOSS, G. B. Y VOSS Z.G. (2000): “Strategic Orientation and Firm Performance in an Artistic Enviroment”, Journal of Marketing, Vol. 64 (enero), pp. 67 – 83.
WARSHAW, P. R. Y DAVIS, F. D. (1985a): “The accuracy of behavioural intention versus behavioural expectation for predicting behavioural goals”, The Journal of Psychology, Vol. 119, No. 6, págs. 599 – 602.
WARSHAW, P. R. Y DAVIS, F. D. (1985b): “Disentangling Behavioural Intention and Behavioral Expectation”, Journal of Experimental Social Psichology, Vol. 21, pp. 213 – 228.
WELCH, M. (2006): “Rethinking relationship management. Exploring the dimensions of trust”, Journal of Communication Management, Vol. 10, No. 2, pp. 138 – 155.
WESTBROOK Y OLIVER (1991): “The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction”, Journal of Consumer Research, Vol. 18, junio, pp. 84 – 91.
WOODSIDE, A., FREY, L. Y DALY (1989): “Linking Service Quality, Customer Satisfaction and Behavioral Intention”, Journal of Health Care marketing, Vol. 9 (diciembre), págs. 5 – 7.
ZEITHAML, V .A., BERRY, L. Y PARASURAMAN, A. (1993): “The Nature and Determinants of Customer Expectations of Service”, Journal of the Academy of Marketing Science, Vol. 21 (winter), pp. 1 – 12.
ZEITHAML, V. A., BERRY, L. L. Y PARASURAMAN, A. (1996): “The Behavioral consequences of Service Quality”, Journal of Marketing, Vol. 60, pp. 31 – 46.
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