Research group in marketing and innovation in retailing and services - INNOMARK

Reference of the Group:

GIUV2013-033

 
Description of research activity:
INNOMARK is a UVEG research group developing online activities with a methodological and thematic innovation in the study of marketing, while trying to comprehend preferential domains for commercial distribution and services. The work carried out by the group consists in answering research calls in these fields by mobilizing knowledge from the team¿s more traditional work scenarios, such as consumer behaviour, brand, creation of value, company relations, innovation and tourism. Said topics set the group¿s main research lines. INOMARK¿s experience and consolidation as a team is backed by the participation of its members in more than 30 different R+D projects financed in public calls, as well as particularly relevant R+D contracts with Companies and / or Administrations in which economic realities or business problematics related to ICTs, retail trade, tourist business, segmentation or satisfaction are analysed. The research quality and the relevance of the group¿s results can be seen in its multiple contributions to congresses (more than 100 works presented in international forums), as well as in its publications. More than 80 researches were published on international magazines,...INNOMARK is a UVEG research group developing online activities with a methodological and thematic innovation in the study of marketing, while trying to comprehend preferential domains for commercial distribution and services. The work carried out by the group consists in answering research calls in these fields by mobilizing knowledge from the team¿s more traditional work scenarios, such as consumer behaviour, brand, creation of value, company relations, innovation and tourism. Said topics set the group¿s main research lines. INOMARK¿s experience and consolidation as a team is backed by the participation of its members in more than 30 different R+D projects financed in public calls, as well as particularly relevant R+D contracts with Companies and / or Administrations in which economic realities or business problematics related to ICTs, retail trade, tourist business, segmentation or satisfaction are analysed. The research quality and the relevance of the group¿s results can be seen in its multiple contributions to congresses (more than 100 works presented in international forums), as well as in its publications. More than 80 researches were published on international magazines, many of which were also included in the JCR (Annals of Tourism Research, Tourism Management, Journal of Chemometrics, Industrial Management & Data Systems, International Journal of Contemporary Hospitality Management, Industrial Marketing Management, Service Industries Journal, Journal of Consumer Behavior, International Journal of Hospitality Management, Journal of Business & Industrial Marketing, Journal of Services Marketing, etc.), ISI databases, the SJR or databases such as ABI INFORM, EMERALD Reviews, etc. The group members obtained recognition for their research trajectory. It¿s worth highlighting the following achievements: 1 Awards for Excellence 2009 (Gallarza y Gil 2009), Tourism Review. 2 Best paper 2008 (Gil et al., 2008), Industrial Marketing Management. 3 Outstanding Paper Awards for Excellence 2010 (Gil et al., 2009) Industrial Management & Data Systens. 4 Premio AEMARK-ASEDAS 2011 (Ruiz-Molina et al., 2010). 5 Awards for Excellence 2013 (Gallarza et al., 2013), Tourism Review. 6. Premio AEMARK 2014, (Gallarza et al., 2013), Annals of Tourism Research. 7 Premio Mejor Tesis Doctoral área de marketing 1994 (Dr. Gil), Congreso Nacional de Marketing. 8 Premio Mejor Tesis Doctoral sobre Gestión de Calidad Total 1995, Club Gestión de Calidad (Dr. Gil). 9 Premio Investigación en Marketing ESIC-BANCAJA 2000 (Dr. Moliner). 10 Premios Extraordinarios Doctorados Universitat de València 1995 y 2011 (Dr. Gil and Dr. Fuentes). 11 Premio AEDEMO Investigación y Marketing 1994 (Dr. Gil). 12 Premio MK. Marketing y Ventas 1993 (Dr. Gil). 13 Premio Investigación Empresarial, Ayuntamiento de Torrent/Caixa Popular 2000 (Dr. Gil). 14 Premio "Turisme" Tesis Doctoral. AVT. Finalista 2003 (Dr. Gallarza). 15 Premio Junior Investigación y Marketing AEDEMO 1999 (Dr. Servera). 16 Premios Extraordinarios Licenciaturas de la Universitat de València 1987 y 1995 (Dr. Gil and Dr. Ruiz). 17 Premio Joven Economía 2003 Fundación General de la Universidad Complutense de Madrid (Dr. Ruiz). It¿s finally worth underlining that to this day, Dr. Gil has directed 8 doctoral theses in INNOMARK¿s core research lines. All the previously exposed facts are proof of a teamwork-based tradition and a sufficient critical mass to face any challenge in the field of academic research in marketing (considering its multidisciplinary nature), as it¿s capable of mobilizing knowledge towards the resolution of current problems.
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Web:

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Scientific-technical goals:
  • General: Estudiar dominios preferentes en marketing aplicados a las empresas de servicios en general, y especialmente a las que actuan en los sectores de comercio y turismo, entroncando con la investigacion en comportamiento del consumidor, las relaciones entre empresas, la marca, la creacion de valor y la innovacion
  • Conceptuales: Generar marcos teoricos sobre topicos de estudio en marketing aplicados a las empresas de servicios
  • Metodologicos: Conocer mecanismos de percepcion y comprension de variables de marketing e identificar el orden y efectos en las empresas de servicios
  • Medicion: Elaborar y proponer escalas de medida coherentes con el desarrollo teorico y los modelos de base en las areas de estudio
  • Gestion: Estudiar el nivel de implantacion en empresas de servicios de la innovacion en marketing y la incorporacion de los avances en las TIC, y analizar sus efectos
 
Research lines:
  • Tourism Enterprise Management and Tourism.To study the key trends for strategic management and academic research in tourism: e-tourism and its perceived value as a substantial topic in the study of customer behaviour, delving into its effects (background, mediators or moderators) on relationships.
  • Dissatisfaction and complaint behaviour.To study customer dissatisfaction on the basis of claim management, complaint behaviour, change of supplier and the different aspects which are linked to a negative evaluation of service provision by the customer.
  • Consumer behavior.To analyse the different aspects that define consumer behaviour and especially satisfaction, which focuses on the study of the management of consumer expectations, the analysis of the emotions that influence the consumer buying behaviour and their loyalty.
  • Strategy and management of Commercial Distribution.To observe the evolution of commercialisation channels and to study fields such as service quality, image, value of service, logistics and the management of the point of sale, both related to large-scale distribution and traditional businesses.
  • Relational innovation and ICT.To identify the benefits that the incorporation of ICT, and with them relationship-based innovation between enterprises and enterprises with their customers, can bring to retail businesses in particular and to service companies in general.
 
Group members:
Name Nature of participation Entity Description
IRENE GIL SAURADirectorUniversitat de València
Research team
GLORIA BERENGUER CONTRIMemberUniversitat de València
MARTINA GONZALEZ-GALLARZA GRANIZOMemberUniversitat de València
BEATRIZ MOLINER VELAZQUEZMemberUniversitat de València
MARIA EUGENIA RUIZ MOLINAMemberUniversitat de València
ANTONIO MARIN GARCIAMemberUniversitat de València
MIHAELA SIMONA MOISE -MemberUniversitat de València
ALEJANDRO MANUEL MOLLA DESCALSCollaboratorUniversitat de València
MARIA HAYDEE CALDERON GARCIACollaboratorUniversitat de València
MARTA FRASQUET DEL TOROCollaboratorUniversitat de València
DAVID SERVERA FRANCESCollaboratorUniversidad Católica de Valencia San Vicente Mártirpre-tenured lecturer
MAJA SERIC CollaboratorUniversitat de València
FRANCISCO ARTEAGA MORENOCollaboratorUniversidad Católica de Valencia San Vicente Mártirpre-tenured lecturer
MARIA FUENTES BLASCOCollaboratorUniversidad Pablo de Olavide (Sevilla)tenured university professor
MARIIA BORDIAN CollaboratorUniversitat de València
ISRAEL JAVIER JUMA MICHILENACollaboratorUniversitat de València - Estudi GeneralUVEG PhD student
 
Associated structure:
  • Inter-university Institute of International Economics (IEI)
 
Keywords:
  • Reclamación, imagen negativa, cambio de proveedor, e-WOM, boca-oído, gestión de la queja, gestión de la expectativa, segmentación, heterogeneidad
  • Satisfaccion, expectativa, lealtad, beneficios y sacrificios percibidos, estudios de mercado, segmentación, heteregoneidad, servicios
  • Marketing del punto de venta, localización comercial, capital de marca, servicio al cliente, imagen y posicionamiento, canal de comercialización.
  • e-commerce, enterprise relationship management, innovation in commerce and service companies, corporate groups, differentiation, logistics
  • Valor percibido, paradigma de Holbrook, sacrificios monetarios, beneficios percibidos, hoteles, restaurantes, agencias de viajes, imagen de destino