Person: Pedreño Santos, Ana
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First Name
Ana
Last Name
Pedreño Santos
Affiliation
Universidad Complutense de Madrid
Faculty / Institute
Ciencias Económicas y Empresariales
Department
Marketing
Area
Comercialización e Investigación de Mercados
Identifiers
5 results
Search Results
Now showing 1 - 5 of 5
Item A conceptual framework for customer value management(Revista de Marketing y Publicidad, 2022) Pedreño Santos, Ana; García De Madariaga Miranda, Jesús; Centro de Estudios FinancierosIt is essential for a company to be engagement-oriented and analyze how marketing variables affect customer value and how it improves efficiency in both customer attraction and retention. But a comprehensive, integrated assessment of all marketing variables and their interdependencies is an arduous and complex task and thereby, an unsettled issue. Using relationship marketing literature as the theoretical basis of this research, this study overviews marketing variables empirical research, from a customer value perspective. First, we describe the most relevant relationships between each variable and customer value. Then we present a structured framework of the relationships observed between the variables. Lastly, we give some guidelights to manage marketing variables in a unitary manner, considering that the strategies and budgets for attraction and retention should be carried out jointly. The resulting framework shows that customer value is necessarily achieved over customer lifetime, and mainly through four clear predictors: perceived value, purchase intention, satisfaction and switching costs. Such framework can be used by entrepreneurs and marketing managers as a roadmap to customer value that facilitates understanding the significance of marketing variables predicting customer value and their underlying relations.Item A model to obtain a SERVPERF scale evaluation of the CRM customer complaints: an application to the 4G telecommunications sector(Technological and Economic Development of Economy, 2017) Carrasco González, Ramón Alberto; Blasco López, María Francisca; García De Madariaga Miranda, Jesús; Pedreño Santos, Ana; Herrera- Viedma, EnriqueThe relationship between customer churn and their complaints is sufficiently contrasted in the telecom sector. Therefore, a key part of a company’s strategy is the measurement of this dissatisfaction. It is important to conduct periodic surveys on complaints in a standard form like the SERVPERF scale because it enables the organization to benchmark. Many of these complaints are stored in the company’s CRM. Our first aim is to define a model to transform CRM customer complaints, expressed in natural language, into SERVPERF scales. In the proposed model, we use the 2-tuple model, which allows computing this linguistic data without losing information. Our second purpose is to implement a prototype to apply the model in a 4G Company. As a practical conclusion, most complaints in this emerging technology (which still has some deficiencies) are related to technical aspects of the services rather than to staff.Item The role of termination fee commitment in developing customer value in the telecommunication industry: an empirical study(Services Marketing Quarterly, 2019) Pedreño Santos, Ana; García De Madariaga Miranda, Jesús; Blasco López, María FranciscaABSTRACT This study focuses on the marketing variable known as Termination Fee Commitment and its relation to customer value. The use of this variable is widely extended in different industries due to its influence on customer retention from the moment of acquisition. Strikingly, there is very little research on this topic. To explore it in detail, we analyzed a large customer database of a telecommunications company containing five years of information about 63,165 customers. Results of the empirical analysis indicate that the application of a termination fee commitment has a positive impact on customer retention and customer value, with no negative impact on customer satisfaction.Item Analysis of effective recall in radio adverting(Journal of Communication Management, 2022) Pedreño Santos, Ana; García De Madariaga Miranda, JesúsPurpose – The purpose of this research is to determine the relationship between frequency and recall in radio advertising by studying the main features of reach and frequency. Design/methodology/approach – The authors consider the outcome of a frequency model specifically designed for radio campaigns that gives the probability distribution of recall as a function of weekly exposures and GRPs over a dataset of 1,117 radio campaigns broadcast in Spain. Findings – An increase in factors such as advertising format and creativity are more significant to achieve effective recall than increasing the number of advertising exposures. Practical implications – This study has important managerial implications regarding radio campaigns’ planning: (1) Effective frequency is a range between 4 and 17 impressions (being 7 the optimal average). (2) The way to optimize the campaign is by using the following factors: live read format (Δ 4.4%), good creativity (Δ 2.8%), endorsement format (Δ 2%), sponsorship format (Δ 1.8%), increase the length of the spot (Δ 1.5%), place the ad in first (Δ 0.8%) or last (Δ 0.7%) positions in the pod. From the results we conclude that the format is at least as important as the creativity itself. Originality/value – This study contributes to the effective repetition literature in two ways: giving specific clues to the effective frequency in the radio medium and setting advertising factors that predict the effective frequency in radio.Item A Model to Obtain a SERVPERF Scale Evaluation of the CRM Customer Complaints: An Application to the 4G. Telecommunications Sector.(Technological and Economic Development of Economy, 2018) Blasco López, María Francisca; Blasco López, María Francisca; CARRASCO-GONZÁLEZ, RAMÓN; Carrasco González, Ramón Alberto; herrera-viedma, enrique; Garcia de madariaga; García De Madariaga Miranda, Jesús; pedreño; Pedreño Santos, AnaThe relationship between customer churn and their complaints is sufficiently contrasted in the telecom sector. Therefore, a key part of a company’s strategy is the measurement of this dissatisfaction. It is important to conduct periodic surveys on complaints in a standard form like the SERVPERF scale because it enables the organization to benchmark. Many of these complaints are stored in the company’s CRM. Our first aim is to define a model to transform CRM customer complaints, expressed in natural language, into SERVPERF scales. In the proposed model, we use the 2-tuple model, which allows computing this linguistic data without losing information. Our second purpose is to implement a prototype to apply the model in a 4G Company. As a practical conclusion, most complaints in this emerging technology (which still has some deficiencies) are related to technical aspects of the services rather than to staff.