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Papers by Silvia Cachero Martínez

Research paper thumbnail of Because I'm happy: exploring the happiness of shopping in social enterprises and its effect on customer satisfaction and loyalty

Management Decision

PurposeThis research analyzes the role of happiness associated with sustainable purchases in soci... more PurposeThis research analyzes the role of happiness associated with sustainable purchases in social enterprises (SEs) as a key precursor of prosocial behavioral responses through satisfaction with such purchases.Design/methodology/approachThis paper studies the relationships between past purchase in a social enterprise, consumer happiness, satisfaction and three indicators of loyalty: repurchase intention, word-of-mouth (WOM) intention and willingness to pay more. In addition, it analyzes the moderating role of altruistic motivation. A survey was designed to collect data from 380 consumers who had bought in a social enterprise.FindingsSustainable consumption is a source of happiness for ethical consumers to the extent that they feel that they meet a personal need or desire, and they contribute to achieving a social objective with their purchasing behavior.Practical implications SEs must appeal to the happiness of consumers as a strategic line to achieve their satisfaction and loyalt...

Research paper thumbnail of Tan cerca que casi puedo sentirlo y participar: Experiencias y diálogo con la empresa para lograr customer engagement

Research paper thumbnail of Engagement del cliente con las marcas : revisión de las principales escalas de medida de customer engagement

Research paper thumbnail of Assessing Consumer Experience in the Retail Sector: Differences by Demographic Variables

Nowadays, retailers have to try to differentiate themselves from their competitors through consum... more Nowadays, retailers have to try to differentiate themselves from their competitors through consumer shopping experience. The author distinguishes several experience dimensions and develop a shopping experience scale that includes six dimensions: sensory (tactile, scent, auditory, visual, taste), intelectual (through design and with employees), social, pragmatic and emotional. Analyzing the experiences by sectors of activity, our study indicates that the emotional experience predominates in some sectors, like jewelry or bookstores. Empirical analysis indicates that some demographic variables (age, gender and education level) differ with respect to the dimensions of the consumer shopping experience (sensory experience, intelectual experience through design and emotional experience). It is important to develop innovations related to these experiences, since in this type of experiences significant differences are observed depending on the demographic variables mentioned above. Enhancing...

Research paper thumbnail of La experiencia de compra como creadora de lealtad actitudinal: ¿qué papel juega el compromiso con el detallista?

Research paper thumbnail of ¿Qué tipos de experiencias de compra favorecen la intención de realizar WOM? El papel de la confianza en el detallista

Research paper thumbnail of Experiencias del consumidor en el entorno detallista offline: importancia de las emociones y el valor de la experiencia

Research paper thumbnail of Building consumer loyalty through e-shopping experiences: The mediating role of emotions

Journal of Retailing and Consumer Services

Abstract In the retail sector, it has become necessary for retailers to differentiate themselves ... more Abstract In the retail sector, it has become necessary for retailers to differentiate themselves using new strategies, such as managing shopping experiences. The retailer can benefit from applying these experiences in order to gain loyal customers. The purpose of this research is to advance in the analysis of the different dimensions of the e-shopping experience, identified from a literature review, and attitudinal and behavioral loyalty. In addition, this study highlights the importance of emotional experience, analyzing the mediating effect of emotional experience on the relationship between online experiences and consumers’ loyalty. The empirical research is based on a sample of 496 consumers. The results reveal that using different experiences could influence loyalty in two different ways: directly affecting attitudinal loyalty (especially when website trustworthiness is low and consumers experience more uncertainty) and indirectly affecting behavioral loyalty through emotional experience.

Research paper thumbnail of Multi-tiered private labels portfolio strategies: Effects on consumer behavior

Journal of Marketing Channels

Abstract Retailers wish to expand their standard private label (PL) adopting a multi-tiered portf... more Abstract Retailers wish to expand their standard private label (PL) adopting a multi-tiered portfolio. We study the effects produced by the introduction of two new PLs quality-tiers (economy and premium) on the market share of various national brands (NB; premium-quality and second-tier) and the standard PL. This study proposes a model that accommodates three effects (similarity, attraction, and compromise) for understanding how the introduction of economy and premium PL may affect market incumbents. This study also analyzes the effects of introducing new PL quality-tiers for customer segments. Our results indicate that when economy and premium PL are introduced in the market, the choice probability of standard PL decreases, especially for high purchase quantity customers and PL loyal customers. In addition, introduction of a premium PL decreases the choice probability of second-tier NB and premium-quality NB, especially for PL loyal customers and high purchase quantity customers.

Research paper thumbnail of Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency

Administrative Sciences

In the retail sector, the creation of shopping experiences becomes increasingly important to obta... more In the retail sector, the creation of shopping experiences becomes increasingly important to obtain a competitive advantage, and to meet consumers’ needs and desires. Knowing how to design and apply these experiences can stimulate consumer engagement and their intention to spend more time at the retailer. Under this premise, the objective of this research is to analyze the relationship between different shopping experience dimensions, consumers’ engagement, and their willingness to spend more time at the retailer. Using survey methodology on a sample of 527 consumers, the results show that shopping experiences stimulate the consumers’ engagement and their predisposition to spending more time at the store. In addition, a moderating effect of visit frequency to the retailer is observed, such that the higher this is, the more intense the relationship between experience dimensions and consumer engagement will be.

Research paper thumbnail of Living Positive Experiences in Store: How It Influences Shopping Experience Value and Satisfaction?

Journal of Business Economics and Management

Retailers have tried to differentiate themselves from their competitors through shopping experien... more Retailers have tried to differentiate themselves from their competitors through shopping experience. This is the first study analysing relationships between experience dimensions, shopping experience value and satisfaction. In this article different shopping experience dimensions are identified: emotional, sensory, intellectual, social, and pragmatic. In-depth interviews were conducted with a panel of experts to adapt a set of experience dimensions identified from the literature to the offline environment. A survey was then designed to collect data from consumers who had bought in a retailer, where marketing strategies are linked with experience dimensions. Retailers may use this typology in order to re-design their marketing strategies. Retailers must invest in utilitarian attributes of product assortment offered to consumers, improving quality while maintaining prices and promotions. If a retailer can stimulate social shopping and consumer curiosity, such as imagination and creati...

Research paper thumbnail of Stimulating Curiosity and Consumer Experience in a Retailer

American Journal of Industrial and Business Management, 2017

Nowadays, retailers have to try to differentiate themselves from their competitors through consum... more Nowadays, retailers have to try to differentiate themselves from their competitors through consumer shopping experience. The authors distinguish several experience dimensions and develop a shopping experience scale that includes six dimensions: sensory (tactile, scent, auditory, visual, taste), intellectual (through design and with employees), social, pragmatic and emotional. Analyzing the experiences by sectors of activity, our study indicates that the emotional experience predominates in some sectors, like jewelry or bookstores. Emotional experience can also be linked to pragmatic experience. This occurs in the sports, decoration and toy sectors. Thus it is important to develop innovations related to emotional experience. Enhancing imagination, creativity and arousing consumer curiosity the retailer will create an experiential shop, which are of particular interest to the consumer.

Research paper thumbnail of Consumer Behaviour towards Organic Products: The Moderating Role of Environmental Concern

Journal of Risk and Financial Management

The pandemic caused by COVID-19 has changed the mindset of many consumers. They are increasingly ... more The pandemic caused by COVID-19 has changed the mindset of many consumers. They are increasingly aware of the risks of not caring for the planet. Before the pandemic, there was a perceived increase in collective environmental concern and sustainability, but COVID-19 has further accelerated this process and motivated more people to assume this responsibility. Thus, the health crisis could trigger the consumption of organic foods, which are foods produced through environmentally friendly agricultural methods and that have not been artificially altered. It is essential for retailers to know how these consumers of organic foods behave in order to try to modify their strategies. In this context, the objective of this research is to analyze the relationship between attitude, satisfaction, trust, purchase and word-of-mouth (WOM) intentions towards organic products. The results of a survey administered a survey to a sample of 195 consumers show that trust is influenced by satisfaction and a...

Research paper thumbnail of Because I'm happy: exploring the happiness of shopping in social enterprises and its effect on customer satisfaction and loyalty

Management Decision

PurposeThis research analyzes the role of happiness associated with sustainable purchases in soci... more PurposeThis research analyzes the role of happiness associated with sustainable purchases in social enterprises (SEs) as a key precursor of prosocial behavioral responses through satisfaction with such purchases.Design/methodology/approachThis paper studies the relationships between past purchase in a social enterprise, consumer happiness, satisfaction and three indicators of loyalty: repurchase intention, word-of-mouth (WOM) intention and willingness to pay more. In addition, it analyzes the moderating role of altruistic motivation. A survey was designed to collect data from 380 consumers who had bought in a social enterprise.FindingsSustainable consumption is a source of happiness for ethical consumers to the extent that they feel that they meet a personal need or desire, and they contribute to achieving a social objective with their purchasing behavior.Practical implications SEs must appeal to the happiness of consumers as a strategic line to achieve their satisfaction and loyalt...

Research paper thumbnail of Tan cerca que casi puedo sentirlo y participar: Experiencias y diálogo con la empresa para lograr customer engagement

Research paper thumbnail of Engagement del cliente con las marcas : revisión de las principales escalas de medida de customer engagement

Research paper thumbnail of Assessing Consumer Experience in the Retail Sector: Differences by Demographic Variables

Nowadays, retailers have to try to differentiate themselves from their competitors through consum... more Nowadays, retailers have to try to differentiate themselves from their competitors through consumer shopping experience. The author distinguishes several experience dimensions and develop a shopping experience scale that includes six dimensions: sensory (tactile, scent, auditory, visual, taste), intelectual (through design and with employees), social, pragmatic and emotional. Analyzing the experiences by sectors of activity, our study indicates that the emotional experience predominates in some sectors, like jewelry or bookstores. Empirical analysis indicates that some demographic variables (age, gender and education level) differ with respect to the dimensions of the consumer shopping experience (sensory experience, intelectual experience through design and emotional experience). It is important to develop innovations related to these experiences, since in this type of experiences significant differences are observed depending on the demographic variables mentioned above. Enhancing...

Research paper thumbnail of La experiencia de compra como creadora de lealtad actitudinal: ¿qué papel juega el compromiso con el detallista?

Research paper thumbnail of ¿Qué tipos de experiencias de compra favorecen la intención de realizar WOM? El papel de la confianza en el detallista

Research paper thumbnail of Experiencias del consumidor en el entorno detallista offline: importancia de las emociones y el valor de la experiencia

Research paper thumbnail of Building consumer loyalty through e-shopping experiences: The mediating role of emotions

Journal of Retailing and Consumer Services

Abstract In the retail sector, it has become necessary for retailers to differentiate themselves ... more Abstract In the retail sector, it has become necessary for retailers to differentiate themselves using new strategies, such as managing shopping experiences. The retailer can benefit from applying these experiences in order to gain loyal customers. The purpose of this research is to advance in the analysis of the different dimensions of the e-shopping experience, identified from a literature review, and attitudinal and behavioral loyalty. In addition, this study highlights the importance of emotional experience, analyzing the mediating effect of emotional experience on the relationship between online experiences and consumers’ loyalty. The empirical research is based on a sample of 496 consumers. The results reveal that using different experiences could influence loyalty in two different ways: directly affecting attitudinal loyalty (especially when website trustworthiness is low and consumers experience more uncertainty) and indirectly affecting behavioral loyalty through emotional experience.

Research paper thumbnail of Multi-tiered private labels portfolio strategies: Effects on consumer behavior

Journal of Marketing Channels

Abstract Retailers wish to expand their standard private label (PL) adopting a multi-tiered portf... more Abstract Retailers wish to expand their standard private label (PL) adopting a multi-tiered portfolio. We study the effects produced by the introduction of two new PLs quality-tiers (economy and premium) on the market share of various national brands (NB; premium-quality and second-tier) and the standard PL. This study proposes a model that accommodates three effects (similarity, attraction, and compromise) for understanding how the introduction of economy and premium PL may affect market incumbents. This study also analyzes the effects of introducing new PL quality-tiers for customer segments. Our results indicate that when economy and premium PL are introduced in the market, the choice probability of standard PL decreases, especially for high purchase quantity customers and PL loyal customers. In addition, introduction of a premium PL decreases the choice probability of second-tier NB and premium-quality NB, especially for PL loyal customers and high purchase quantity customers.

Research paper thumbnail of Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency

Administrative Sciences

In the retail sector, the creation of shopping experiences becomes increasingly important to obta... more In the retail sector, the creation of shopping experiences becomes increasingly important to obtain a competitive advantage, and to meet consumers’ needs and desires. Knowing how to design and apply these experiences can stimulate consumer engagement and their intention to spend more time at the retailer. Under this premise, the objective of this research is to analyze the relationship between different shopping experience dimensions, consumers’ engagement, and their willingness to spend more time at the retailer. Using survey methodology on a sample of 527 consumers, the results show that shopping experiences stimulate the consumers’ engagement and their predisposition to spending more time at the store. In addition, a moderating effect of visit frequency to the retailer is observed, such that the higher this is, the more intense the relationship between experience dimensions and consumer engagement will be.

Research paper thumbnail of Living Positive Experiences in Store: How It Influences Shopping Experience Value and Satisfaction?

Journal of Business Economics and Management

Retailers have tried to differentiate themselves from their competitors through shopping experien... more Retailers have tried to differentiate themselves from their competitors through shopping experience. This is the first study analysing relationships between experience dimensions, shopping experience value and satisfaction. In this article different shopping experience dimensions are identified: emotional, sensory, intellectual, social, and pragmatic. In-depth interviews were conducted with a panel of experts to adapt a set of experience dimensions identified from the literature to the offline environment. A survey was then designed to collect data from consumers who had bought in a retailer, where marketing strategies are linked with experience dimensions. Retailers may use this typology in order to re-design their marketing strategies. Retailers must invest in utilitarian attributes of product assortment offered to consumers, improving quality while maintaining prices and promotions. If a retailer can stimulate social shopping and consumer curiosity, such as imagination and creati...

Research paper thumbnail of Stimulating Curiosity and Consumer Experience in a Retailer

American Journal of Industrial and Business Management, 2017

Nowadays, retailers have to try to differentiate themselves from their competitors through consum... more Nowadays, retailers have to try to differentiate themselves from their competitors through consumer shopping experience. The authors distinguish several experience dimensions and develop a shopping experience scale that includes six dimensions: sensory (tactile, scent, auditory, visual, taste), intellectual (through design and with employees), social, pragmatic and emotional. Analyzing the experiences by sectors of activity, our study indicates that the emotional experience predominates in some sectors, like jewelry or bookstores. Emotional experience can also be linked to pragmatic experience. This occurs in the sports, decoration and toy sectors. Thus it is important to develop innovations related to emotional experience. Enhancing imagination, creativity and arousing consumer curiosity the retailer will create an experiential shop, which are of particular interest to the consumer.

Research paper thumbnail of Consumer Behaviour towards Organic Products: The Moderating Role of Environmental Concern

Journal of Risk and Financial Management

The pandemic caused by COVID-19 has changed the mindset of many consumers. They are increasingly ... more The pandemic caused by COVID-19 has changed the mindset of many consumers. They are increasingly aware of the risks of not caring for the planet. Before the pandemic, there was a perceived increase in collective environmental concern and sustainability, but COVID-19 has further accelerated this process and motivated more people to assume this responsibility. Thus, the health crisis could trigger the consumption of organic foods, which are foods produced through environmentally friendly agricultural methods and that have not been artificially altered. It is essential for retailers to know how these consumers of organic foods behave in order to try to modify their strategies. In this context, the objective of this research is to analyze the relationship between attitude, satisfaction, trust, purchase and word-of-mouth (WOM) intentions towards organic products. The results of a survey administered a survey to a sample of 195 consumers show that trust is influenced by satisfaction and a...