Marta Estrada Guillén

Bio: Marta Estrada Guillén is an academic researcher from James I University. The author has contributed to research in topics: Market orientation & Service (business). The author has an hindex of 4, co-authored 10 publications receiving 52 citations.

Social value in retail banking

Abstract: Purpose – The aim of this study is to analyze the influence of perceived value on customer loyalty, going into depth in the special case of social valueDesign/methodology/approach – A total of 200 personal surveys have been conducted on customers of financial institutions, and structural equation modelling has been used to compare the relationships arisingFindings – The importance of perceived value for consumer loyalty is confirmed, and the core performance of the service received is the main determinant of satisfaction The effect of social value on customer loyalty is also examined in two ways: as a determinant of the attitude of the individual and as a normative component directly influencing behavioral intentionsResearch limitations/implications – This research was carried out in financial services Further research of the proposed conceptual model across different industries and countries is needed to determine the generalizability and consistency of this study's findingsPractical implications –

Ambidexterity as a Key Factor in Banks’ Performance: A Marketing Approach

Abstract: Based on an ambidexterity approach and using data from 384 Spanish bank branch managers, the results of this study confirm that market orientation facilitates the development of dynamic exploratory...

Service quality in a post-crisis context: emotional effects and behaviours

Abstract: The purpose of this paper is to analyse the influence of service quality dimensions as determinants of the emotional and relational behaviours experienced by the client in bank branches in the post-crisis context experienced by Spanish financial institutions.,Data taken from a total of 1,125 customers were analysed through structural equations modelling (EQS6.1) to test the relationships of the proposed model’s variables.,The results support the hypotheses stated, with the exception of the influence of a service quality dimension (servicescape) on emotions during the service. In fact, the dimensions of the service quality of an intangible nature (personnel, outcome and social) are determinants of the positive emotions and relational behaviours of clients around the service provided by the branches. For its part, servicescape quality, of a more tangible nature, exerts indirect influence on the other dimensions that compose the quality of service.,This paper provides senior bank executives established evidence on the degree of influence of the different dimensions in relation to the quality of service in the bank branch. Furthermore, it emphasises the importance of emotional factors during service as essential elements in strengthening customer–staff relationships under a non-transactional dynamic.,This paper has adopted an analytical holistic, theoretical and empirical perspective on the impact of the different dimensions of service quality (servicescape, personnel, outcome and social) as well as to the emotions experienced by banking customers during services and its lasting effect on customer engagement and customer advocacy.

Becoming a Critically Reflective Teacher

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Measurement of potential absorption capacity in Colombia's innovative companies [Medición de la capacidad de absorción potencial en las empresas innovadoras de Colombia]

Abstract: El artículo tiene como objetivo evaluar el nivel de desarrollo de la capacidad de absorción realizada (RACAP) en las Pyme colombianas. Se parte de una muestra de 363 Pyme colombianas (Dane,2012), se usa una revisión de literatura con apoyo del análisis de contenido y un modelo de regresión lineal, que permiten mostrar la existencia de una correlación lineal positiva entre la adquisición y asimilación del conocimiento externo en las organizaciones objeto de estudio,. Palabras clave: Capacidades de absorción, capacidades de absorción potencial, medición de las capacidades de absorción ABSTRACT:

Identifying the effects of perceived values of mobile banking applications on customers: Comparative study between baby boomers, generation X and generation Y

Abstract: Purpose The purpose of this paper is twofold: first, the authors empirically examine the effect of the perceived values of mobile banking (MB) applications on customers’ e-trust, e-satisfaction and e-loyalty and second, the authors investigate the moderating role of customers’ age in the relationship between perceived value of MB and e-trust. Design/methodology/approach A survey was conducted on a sample of 361 Tunisian banks’ customers using mobile applications. Structural equation modeling method was performed to test the research hypotheses. Findings The results of this research revealed that quality, price and emotional perceived values’ dimensions of MB applications are predictors of customers’ e-trust. Within this spectrum, age acts as a moderator in these latter relationships. Findings also suggested that e-trust has positive effects on e-satisfaction and e-loyalty. Practical implications This paper presented a reading grid for bank marketers allowing them to identify the levers they must focus their efforts on so as to retain the customers using MB applications. It also permits them to identify the needs and values of three generation of customers, namely baby boomers, generation X and generation Y, so that they can offer better services for each group. Originality/value This paper sheds light on an innovative and unexplored topic in the literature. The authors broaden understanding of the relationship between the perceived values of MB applications, e-loyalty, e-trust and e-satisfaction. Research devoted to investigate these different links through an integrative model does exist, yet embryonic. This study also highlights differences between three group of customer, namely baby boomers, generation X and generation Y in terms of perceived values that builds their trust in the context of MB applications use.

Value co-destruction between customers and frontline employees

Abstract: Purpose – The incidents of customer abuse of frontline service employees during service encounters are increasing which has led to co-destructruction of value. The service strategists makers are struggling hard to frame a holistic picture of such incidents to be able to reduce the number of misbehaviour incidents but still are unable to achieve success. The purpose of this paper is to incorporate a social system perspective to study in detail customer misbehaviour incidents from the perspective of frontline banking employees and customers. Design/methodology/approach – The data from 33 frontline banking employees and 22 customers, 55 in total was collected by structured interviews. The data collection focused a critical incident technique and for the purpose of analysis, thematic analysis was optioned. Findings – The employees and customers both blame each other to trigger a misbehaviour incident during banking transactions. The results reveal a clear communication gap between employees and customers as n...