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Does opinion leadership influence service evaluation and loyalty intentions? Evidence from an arts services provider

dc.contributor.authorFlores Zamora, Javier
dc.contributor.authorGarcía De Madariaga Miranda, Jesús
dc.date.accessioned2023-06-17T22:47:25Z
dc.date.available2023-06-17T22:47:25Z
dc.date.issued2017
dc.description.abstractThe role of opinion leadership to develop positive loyalty effects in the arts services has received little attention. The objectives of this paper are: first, to test the influence of opinion leadership between service attributes and loyalty; and second, to test if this effect is different across gender and education level groups. The model was validated using EFA and multiple regression analysis with bootstrapping. Results fully support that during the service evaluation process, loyalty is predicted differently according to the individual's opinion leadership level. When opinion leadership is high, satisfaction-related attributes are determinant to predict a person's loyalty; when opinion leadership is low, perceived quality-related attributes act as predictors of loyalty. The data also supports a moderation effect amongst women and visitors in the high education level group. These findings highlight the importance of understanding opinion leaders in identifying ways for an organization to strengthen interactions among arts patrons, and develop positive loyalty effects.
dc.description.departmentDepto. de Marketing
dc.description.facultyFac. de Ciencias Económicas y Empresariales
dc.description.refereedTRUE
dc.description.statuspub
dc.eprint.idhttps://eprints.ucm.es/id/eprint/57316
dc.identifier.doi10.1016/j.jretconser.2017.07.008
dc.identifier.issn0969-6989
dc.identifier.officialurlhttp://dx.doi.org/10.1016/j.jretconser.2017.07.008
dc.identifier.urihttps://hdl.handle.net/20.500.14352/18864
dc.journal.titleJournal of Retailing and Consumer Services
dc.language.isoeng
dc.page.final122
dc.page.initial114
dc.publisherElsevier
dc.rights.accessRightsopen access
dc.subject.keywordOpinion leadership
dc.subject.keywordArts services
dc.subject.keywordService evaluation
dc.subject.keywordLoyalty intentions
dc.subject.keywordSatisfaction.
dc.subject.ucmMarketing
dc.subject.ucmBellas Artes
dc.subject.unesco5311.05 Marketing (Comercialización)
dc.subject.unesco6203 Teoría, Análisis y Critica de las Bellas Artes
dc.titleDoes opinion leadership influence service evaluation and loyalty intentions? Evidence from an arts services provider
dc.typejournal article
dc.volume.number39
dspace.entity.typePublication
relation.isAuthorOfPublicationbe842692-e2d3-42d0-988c-abdae34b9d28
relation.isAuthorOfPublication.latestForDiscoverybe842692-e2d3-42d0-988c-abdae34b9d28

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