Marketing UAM - Universidad Autónoma de Madrid - - Marketing research paper series Vol 03

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Marketing research paper series Vol 03 - June 2008

escrito por Mónica Gomez Suarez

martes, 03 de junio de 2008

Service marketing is increasing important worldwide in many disciplines of marketing management. In their Marketing Management, Kotler and Keller (2006) claim that services require “more quality control, supplier credibility, and adaptability”. Examples are abundant in our everyday lives, including both successful and unsuccessful cases. On the other hand, academics often tend to examine the role of services with much rigor,
but at a cost of relevance, while likely focusing on quantitative aspects, leaving important questions unanswered: What are the new and emerging forms of service execution? What are the factor influencing such phenomena? Why are they so important in terms of advances in marketing theory? This edition of UAM Marketing Research Paper Series pretends to offer some responses to these questions.

We have invited three interesting papers from prestigious research groups. Agustín and Pelegrín of the University of La Rioja explore the role of price sensibility in urban tourism. Based on an extensive literature review on tourism marketing, the theoretical framework was drawn upon the differential psychological price thresholds. A series of multivariate analysis led to some very interesting results. Just like a sweat flagrance of
internationally known wine brands, this paper enables us to make an imaginary trip to this small but extremely intriguing region of Spain.

Two groups of the University of Valencia, Andreu and Aldás, and Aldás, Sanz and Ruiz collectively examine two sets of electronic buyer behaviour. The former examine the adoption of electronic business adoption in terms of relationship quality of travel agencies, while the latter explores mobile commerce in light of one of the most widely used adoption models, Technology Acceptance Model. Traditions from their predecessors remain unchanged: Pioneering efforts and refreshing ideas gracefully frame the works from this Mediterranean university.

It is our strong belief that this third edition of the UAM Marketing Research Paper Series would be an interesting and important addition to the extent literature in service marketing.

Sincerely,

Director, Dr. Mónica Gómez
Managing Editor, Dr. Shintaro Okazaki

Editorial Board:
Dra. Ana Díaz
Dr. Angel Férnandez

Download the second volumen of the Marketing research paper series, June 2008

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