MARIA EUGENIA RUIZ MOLINA
PDI-Catedratic/a d'Universitat
Comercialitzacio i Investigacio de Mercats, Facultat d'Economia
Coordinador/a de Mobilitat
Facultat d'Economia
PDI-Catedratic/a d'Universitat
Comercialitzacio i Investigacio de Mercats, Facultat d'Economia
Coordinador/a de Mobilitat
Facultat d'Economia
Knowledge area: MARKETING AND MARKET RESEARCH
Department: Marketing and Market Research
Department: Marketing and Market Research
(9616) 25177
Subjects taught and teaching methods
Tutorials
| 01/09/2026 - 29/01/2027 |
| JUEVES de 08:00 a 10:30 1F02 DESPATX 1F02 DESPATX FACULTAT D'ECONOMIA |
| Observations |
| Participate in the e-tutoring programme of the Universitat de València |
Academic training
- LICENCIATURA EN CIENCIAS ECONÓMICAS Y EMPRESARIALES. UNIVERSITAT DE VALENCIA. 22/09/1997 (Diploma / Degree / Activities).
- LICENCIATURA EN PSICOLOGíA. UNED. 30/06/2006 (Diploma / Degree / Activities).
- DOCTORA EN CIENCIAS ECONÓMICAS Y EMPRESARIALES. UNIVERSITAT DE VALENCIA. 02/02/2007 (Ph.D.).
- DIPLOMA DE ESTUDIOS AVANZADOS EN MARKETING. UNIVERSITAT POLITECNICA DE VALENCIA. 30/10/2007 (Ph.D.).
Journal Publications
- G. Gallarza, M.; Ruiz-Molina, M.E.; Gil-Saura, I. (2016) Stretching the value-satisfaction-loyalty chain by adding value dimensions and cognitive and affective satisfactions: a causal model for retailing. Management Decision, 54(4), pp. 981 - 1003 . ISSN: 0025-1747
- G.Gallarza-Granizo, M.G; Gil-Saura, I.; Ruiz-Molina, M.E. (2016) Emotional and Altruistic Values as Drivers for a Loyalty-Based Segmentation in Retailing: An Approach to Postrecession Spanish Apparel Consumers. Journal of Relationship Marketing, 15(3) . ISSN: 1533-2667
- Hodgson, E.; Ruiz-Molina, M.E.; Marazza, D.; Pogrebnyakova, E.; Burns, C.; Higson, A.; Rehberger, M.; Hiete, M.; Gyalai-Korpos, M.; Di Lucia, L.; Noel, Y.; Woods, J.; Gallagher, J. (2016) Horizon scanning the European bio-based economy: a novel approach identification of barriers and key policy interventions from stakeholders in multiple sectors and regions. Biofuels Bioproducts & Biorefining-Biofpr, 10(5), pp. 508 - 522 . ISSN: 1932-104X
- Gil-Saura, I.; Ruiz-Molina, M.E.; Berenguer-Contrí, G. (2016) Store equity and behavioral intentions: The moderating role of the retailer's technology. Journal Of Product And Brand Management, 25(7), pp. 642 - 650 . ISSN: 1061-0421
- Fayos-Gardó, T., Moliner-Velázquez, B., Ruiz-Molina E. & Seric, M. (2017) Analysing the fulfilment of service recovery paradox in retailing. The International Review of Retail, Distribution and Consumer Research, 27(4), pp. 369 - 389 . ISSN: 0959-3969
- Gil-Saura, I., Berenguer-Contrí, G., Ruiz-Molina, E.;Ospina-Pinzón, S. (2017) Methodologies for evaluating service quality: Evidence from freight services. International Journal Of Transport Economics, 44(1), pp. 99 - 118 . ISSN: 0391-8440
- Gil-Saura, I., Seric, M., Ruiz-Molina, M.E., Berenguer-Contrí, G. (2017) The causal relationship between store equity and loyalty: Testing two alternative models in retailing. Journal Of Brand Management, 24(2), pp. 193 - 208 . ISSN: 1350-231X
- Ruiz-Molina, M.E.; Gil-Saura, I. and Servera-Francés, D. (2017) Innovation as a key to strengthen the effect of relationship benefits on loyalty in retailing. Journal Of Services Marketing, 31(2), pp. 131 - 141 . ISSN: 0887-6045
- Gil Saura, I.; Berenguer-Contrí, G.; Ruiz Molina, M.E. and Michel, G. (2017) Customer segmentation based on store equity: What explains customer store preference?. Journal Of Brand Management, 24(Issue 6), pp. 546 - 561 . ISSN: 1350-231X
- Moise, M.S., Gil-Saura, I. y Ruiz-Molina, M.E. (2017) Efectos de las prácticas 'verdes' en la satisfacción y la lealtad de los huéspedes. Papers de Turisme(60), pp. 65 - 82 . ISSN: 0214-8021
- Frasquet del Toro, Marta; Mollà Descals, Alejandro; Ruiz Molina, María Eugenia (2017) Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment. International Journal Of Retail & Distribution Management, 45(6), pp. 608 - 625 . ISSN: 0959-0552
- Gil-Saura, I.; Berenguer-Contrí, G.; Ruiz-Molina, E. (2018) Satisfaction and loyalty in B2B relationships in the freight forwarding industry: adding perceived value and service quality into equation. Transport, 33(5), pp. 1184 - 1195 . ISSN: 1648-4142
- Ruiz-Molina, M.E.; Servera-Francés, D.; Arteaga-Moreno, F.; Gil-Saura, I. (2018) Development and validation of a formative scale of technological advancement in hotels from the guest perspective. Journal Of Hospitality And Tourism Technology, 9(3), pp. 280 - 294 . ISSN: 1757-9880
- Ruiz-Molina, M.E.; Gallarza, M.; Gil-Saura, I. (2018) A review of value drivers in service settings. Journal Of Services Marketing, 32(7), pp. 850 - 867 . ISSN: 0887-6045
- Moise, M.-S., Gil-Saura, I.; Ruiz-Molina, M.E. (2018) Effects of green practices on guest satisfaction and loyalty. European Journal of Tourism Research, 20, pp. 92 - 104 . ISSN: 1994-7658
- Llopis-Amorós, M.P.; Gil-Saura, I.; Ruiz-Molina, M.E. (2018) The role of marketing communications in generating brand equity for an event. Event Management, 22(5), pp. 825 - 848 . ISSN: 1525-9951
- Colla, E.; Ruiz-Molina, M.E.; De Gery, C.C.; Schultz, M.; Deparis, M.; Lemmet, L. (2019) Understanding franchisee performance: the role of the franchisee's autonomy, affective commitment to the network and innovativeness. International Journal Of Retail & Distribution Management, 47(7), pp. 733 - 751 . ISSN: 0959-0552
- Llopis-Amorós, M.P.; Gil-Saura, I.; Ruiz-Molina, M.E.; Fuentes-Blasco, M. (2019) Social media communications and festival brand equity: Millennials vs Centennials. Journal Of Hospitality And Tourism Management, 40, pp. 134 - 144 . ISSN: 1447-6770
- Moise, M.S.; Gil-Saura, I.; Seric, M.; Ruiz-Molina, M.E. (2019) Influence of environmental practices on brand equity, satisfaction and word of mouth. Journal Of Brand Management, 26(6), pp. 646 - 657 . ISSN: 1350-231X
- Ruiz-Molina, M.; Gil-Saura, I.; Berenguer-Contri, G.; Auch, C. (2019) Determinants of behavioral intentions towards a professional certification scheme at European level. European Journal of Training and Development, 43(7/8), pp. 719 - 735 . ISSN: 2046-9012
- Marín García, A.; Gil Saura, I.; Ruiz Molina, M.E. (2019) Influence of commercial format on sustainability in grocery retailing in Spain. Universia Business Review, pp. 132 - 171 . ISSN: 1698-5117
- Berenguer-Contri, Gloria; Gallarza, Martina G.; Ruiz-Molina, Maria-Eugenia; Gil-Saura, Irene (2020) Value co-creation in B-to-B environments. Journal Of Business & Industrial Marketing, 35(7), pp. 1251 - 1271 . ISSN: 0885-8624
- Moise, M.S.; Gil-Saura, I.; Ruiz-Molina, M.E. (2021) 'Green' practices as antecedents of functional value, guest satisfaction and loyalty. Journal of Hospitality and Tourism Insights, 4(5), pp. 722 - 738 . ISSN: 2514-9792
- I Sánchez-González, I Gil-Saura, ME Ruiz-Molina (2020) Effects of sustainable development perceived by the consumer. A model proposal for hypermarkets in Ecuador. Estudios Gerenciales, 36(154), pp. 27 - 42 . ISSN: 0123-5923
- Mihaela Simona Moise, Irene Gil-Saura and María-Eugenia Ruiz-Molina (2020) Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort. Sustainability (Basel), 12 . ISSN: 2071-1050
- María Gabriela Montesdeoca-Calderón; Irene Gil-Saura; María Eugenia Ruiz-Molina (2020) How do food green practices and food waste management influence on the brand equity of restaurants?. Estudios Gerenciales, 36(154), pp. 100 - 113 . ISSN: 0123-5923
- I Sánchez-González, I Gil-Saura, ME Ruiz-Molina (2020) Ethically Minded Consumer Behavior, Retailers' Commitment to Sustainable Development, and Store Equity in Hypermarkets. Sustainability (Basel), 12 . ISSN: 2071-1050
- G. Gallarza, M.; Ruiz-Molina, M.E.; Schlosser, C. (2020) Customer value in quick-service restaurants: A cross-cultural study. International Journal Of Hospitality Management(85) . ISSN: 0278-4319
- Maria-Eugenia Ruiz-Molina; Teresa Fayos-Gardo; Beatriz Moliner-Velazquez (2020) Can the Retailer's ICT enhance the impact of service recovery efforts on customer satisfaction?. Journal of Relationship Marketing, 19(4), pp. 329 - 354 . ISSN: 1533-2667
- Alabau-Montoya, J., Ruiz-Molina, M. E. (2020) Enhancing visitor experience with war heritage tourism through information and communication technologies: evidence from Spanish Civil War museums and sites. Journal of Heritage Tourism, 15(5), pp. 500 - 510 . ISSN: 1743-873X
- Colla, E., Ruiz-Molina, E., Chastenet De Gery, C., Deparis, M. (2020) Franchisee's entrepreneurial orientation dimensions and performance. Evidence from France. The International Review of Retail, Distribution and Consumer Research, 30(5), pp. 539 - 555 . ISSN: 0959-3969
- Antonio Marín-García, Irene Gil-Saura and M. Eugenia Ruíz-Molina (2020) How do innovation and sustainability contribute to generate retail equity? Evidence from Spanish retailing. Journal Of Product And Brand Management, 29(5), pp. 601 - 615 . ISSN: 1061-0421
- Antonio Marín García, Irene Gil-Saura, Maria Eugenia Ruiz-Molina (2020) Does innovation contribute to generate brand equity and customer satisfaction?: Evidence in the large grocery distribution. Cuadernos de Gestión, 20(3), pp. 29 - 40 . ISSN: 1131-6837
- Gil-Saura, I.; Ruiz-Molina, ME.; Berenguer-Contrí, G.; Seric, M. (2020) The Role of Retail Equity, Value and Relational Benefits in Building B2B Relationships in Retailing. Journal of Relationship Marketing, 19(4), pp. 253 - 286 . ISSN: 1533-2667
- Antonio Marín-García, Irene Gil-Saura, Maria Eugenia Ruiz-Molina, Gloria Berenguer-Contrí (2021) Sustainability, Store Equity, and Satisfaction: The Moderating Effect of Gender in Retailing. Sustainability (Basel), 13(2), p. 1010 . ISSN: 2071-1050
- Ruiz-Molina, María Eugenia; Gómez-Borja, Miguel Ángel; Mollá-Descals, Alejandro (2021) Can offline-online congruence explain online loyalty in electronic commerce?. International Journal Of Retail & Distribution Management, 49(9), pp. 1271 - 1294 . ISSN: 0959-0552
- Marín-García, Antonio; Gil-Saura, Irene; Ruiz-Molina, María Eugenia; Berenguer-Contrí, Gloria (2021) The moderating effect of store format on the relationships between ICT, innovation and sustainability in retailing. Frontiers In Psychology, 12(678991), pp. 1 - 14 . ISSN: 1664-1078
- Moise, Mihaela Simona; Gil-Saura, Irene; Ruiz-Molina, María Eugenia (2021) Efectos de las prácticas verdes en la lealtad: propuesta de un modelo para el entorno hotelero colombiano / Effects of green practices on loyalty: proposal of a model for the Colombian hotel environment. Estudios Gerenciales, 37(160), pp. 425 - 438 . ISSN: 0123-5923
- Ruiz-Molina, María Eugenia; Gil-Saura, Irene; Berenguer-Contrí, Gloria (2021) Introduction to Special Issue: Brand Equity, Satisfaction, and Word of Mouth. Sustainability (Basel), 13(22, 12738), pp. 1 - 3 . ISSN: 2071-1050
- Marín-García, Antonio; Gil-Saura, Irene; Ruiz-Molina, María Eugenia (2021) Understanding innovativeness and commitment to sustainable service practices. Journal Of Services Marketing, 35(8), pp. 1092 - 1103 . ISSN: 0887-6045
- Mihaela Simona Moise, Irene Gil-Saura, Maria Eugenia Ruiz-Molina (2021) The importance of green practices for hotel guests: does gender matter?. Ekonomska Istrazivanja-Economic Research, 34(1), pp. 3508 - 3529 . ISSN: 1331-677X
- A Marin Garcia, I Gil-Saura, ME Ruiz-Molina (2021) How does innovation affect satisfaction and loyalty to the retail store?. Estudios Gerenciales, 37(161), pp. 622 - 635 . ISSN: 0123-5923
- Irene Sanchez González; Irene Gil Saura; Mª Eugenia Ruiz Molina (2022) Does sustainability drive to create store equity? A proposal through image, quality and loyalty. International Journal Of Retail & Distribution Management, 50(6), pp. 708 - 727 . ISSN: 0959-0552
- Antonio Marín-García, Irene Gil-Saura, Maria Eugenia Ruiz-Molina (2022) Do innovation and sustainability influence customer satisfaction in retail? A question of gender. Ekonomska Istrazivanja-Economic Research, 35(1), pp. 546 - 563 . ISSN: 1331-677X
- Ruiz Molina, M.E.; Belda-Miquel, S.; Hytti, A.; Gil-Saura, I. (2022) Addressing sustainable food management in hotels: proposing a framework and examining hotel groups. British Food Journal, 124(2), pp. 462 - 492 . ISSN: 0007-070X
- Ruiz-Molina, M.E., Gil-Saura, I., Moise, M.S. Marín-García, A. (2023) 'Green' practices and value co-creation: does guest culture make a difference?. Ekonomska Istrazivanja-Economic Research, 36(2), pp. 2892 - 2914 . ISSN: 1331-677X
- Gil-Saura, Irene; Ruiz-Molina, M. Eugenia; Moise, Mihaela S.; Marín-García, Antonio (2024) Strengthening Brand Equity in Hotel Chains: Insights from Emerging Vs. Developed Economies. International Journal of Hospitality and Tourism Administration, 25(5), pp. 1013 - 1037 . ISSN: 1525-6480
- Marín-García, Antonio; Gil-Saura, Irene; Ruiz-Molina, Mª Eugenia; Berenguer-Contrí, Gloria (2023) Capturing consumer loyalty through technological innovation and sustainability: the moderating effect of the grocery commercial format. British Food Journal. ISSN: 0007-070X
- Juma-Michilena, Israel; Ruiz-Molina, Mª Eugenia; Gil-Saura, Irene; Belda-Miquel, Sergio (2023) How to increase students' motivation to engage in university initiatives towards environmental sustainability. Journal of Consumer Affairs, 57(1), pp. 1304 - 1323 . ISSN: 0022-0078
- Marín-García, Antonio; Gil-Saura, Irene; Ruiz-Molina, Mª Eugenia; Fuentes-Blasco, María (2023) Relationship sustainability-store equity across segments of retail customers. International Journal Of Retail & Distribution Management, 51(3), pp. 366 - 385 . ISSN: 0959-0552
- Juma-Michilena, Israel; Ruiz-Molina, Mª Eugenia; Gil-Saura, Irene; Belda-Miquel, Sergio (2023) An analysis of the factors influencing pro-environmental behavioural intentions on climate change in the university community. Ekonomska Istrazivanja-Economic Research, 36(3), p. 2264373 . ISSN: 1331-677X
- Irene Gil-Saura; Maria-Eugenia Ruiz-Molina; Antonio Marín-García; Géraldine Michel (2023) Sustainability-oriented commerce innovation: How does it influence consumer satisfaction?. International Journal Of Retail & Distribution Management, 51(11), pp. 1477 - 1496 . ISSN: 0959-0552
- A Marín-García; I Gil-Saura; ME Ruiz-Molina; G Berenguer-Contri (2023) Propuesta de una escala de medida de innovación en el comercio orientada a la sostenibilidad Proposal of a measurement scale for innovation in commerce oriented toward sustainability Proposta de escala para medir a inovação no comércio orientada para a sustentabilidade. Estudios Gerenciales, 39(169), pp. 533 - 542 . ISSN: 0123-5923
- G Berenguer-Contri; I Gil-Saura; ME Ruiz-Molina; R Gil; I Juma-Michilena (2024) How to generate economic satisfaction in b2b contexts? The role of value co-creation and relationship quality. Economia e Politica Industriale, 51(1), pp. 189 - 209 . ISSN: 0391-2078
- Juma Michilena, Israel; Ruiz Molina, Mª Eugenia; Gil Saura, Irene; (2024) Main motivations and barriers to pro-environmental behaviour: a study from the employee's perspective. Sustainability Accounting Management And Policy Journal, 15(4), pp. 913 - 933 . ISSN: 2040-8021
- Juma Michilena, Israel; Ruiz Molina, Mª Eugenia; Gil Saura, Irene; Belda Miquel, Sergio (2024) Pro-environmental behaviours of generation Z: A cross-cultural approach. International review of public and nonprofit marketing, 21(3), pp. 1 - 29 . ISSN: 1865-1984
- Gil Saura, Irene; Ruiz Molina, M. Eugenia; Berenguer Contrí, G.; Marín García, Antonio (2024) Sustainability-oriented innovation in retailing. Psychology & Marketing, 41(2), pp. 240 - 253 . ISSN: 0742-6046
- María Gabriela Montesdeoca Calderon; Irene Gil-Saura; María-Eugenia Ruiz-Molina; Carlos Martin-Rios (2024) Unveiling sustainable service innovations: exploring segmentation patterns in Ecuadorian restaurant sector. British Food Journal, 126(1), pp. 471 - 488 . ISSN: 0007-070X
- MG Montesdeoca-Calderón, I Gil-Saura, ME Ruiz-Molina, C Martin-Rios (2024) Tackling food waste management: Professional training in the public interest. International Journal Of Gastronomy And Food Science, 35(March), pp. 1 - 12 . ISSN: 1878-450X
- Bordian, M., Gil-Saura, I., Berenguer-Contri, G, Ruiz-Molina, M.E., Marín-García, A. (2024) Boost effect of sustainable practices and relational innovation on value co-creation and brand equity: outcomes of hotel size moderation. Journal of Marketing Analytics, 12, pp. 717 - 733 . ISSN: 2050-3318
- Marín-García, Antonio; Gil-Saura, Irene; Ruiz-Molina, Maria-Eugenia; Moise, Mihaela (2024) Does ICT contribute to bootstrapping SOSI? Evidence in retailing. International Journal Of Retail & Distribution Management, 52(7/8), pp. 737 - 753 . ISSN: 0959-0552
- Hervás Cortina, Carmen María; Gil-Saura, Irene; Ruiz Molina, María Eugenia (2024) Exploring the Role of Tourism Destination Communications in Shaping Tourist E-WOM Intentions. Journal of Tourism and Services, 29(15), pp. 111 - 132 . ISSN: 1804-5650
- Montesdeoca-Calderón, M. G., Gil-Saura, I., Ruiz-Molina. M. E. y Martín-Ríos, C. (2024) Does Employee Training in Sustainable Practices and Food Waste Influence a Restaurant's Level of Sustainability-Oriented Service Innovation (SOSI) and Brand Equity? Evidence-Based Research into the Ecuadorian Catering Industry. Sustainability (Basel), 16(22), p. 9990 . ISSN: 2071-1050
- Martín Ríos, C.; Rogenhofer, J.; Ruiz-Molina, M.E.; Chan, E.K. (2025) Young professionals' attitudes toward food waste: a global study on awareness, behavior, and regional differences. International Journal Of Gastronomy And Food Science, 39(101110), pp. 1 - 7 . ISSN: 1878-450X
- Gil-Saura, I., Berenguer-Contri, G., Ruiz-Molina, M.-E., Gil-Saura, R., & Juma-Michilena, I.-J. (2025) Do ICT boost business-to-business satisfaction in times of uncertainty?. Journal Of Business Economics And Management, 26(2), pp. 378 - 399 . ISSN: 1611-1699
- Carmen María Hervás Cortina; María Eugenia Ruiz Molina; Irene Gil Saura (2025) Destination-generated content and their influence on perceived image. Tourism and Hospitality Management, 31(3), pp. 427 - 438 . ISSN: 1330-7533
- Ruiz-Molina, M.E.; Gil-Saura, I.; Berenguer-Contrí, G.; Marín-García, A. (2025) Does the Generational Cohort Influence the Effects of Sustainability-Oriented Service Innovation?. Journal of Tourism and Services, 16(30), pp. 262 - 277 . ISSN: 1804-5650
- Irene Gil-Saura; Gloria Berenguer-Contrí; Martina Gallarza; Maria Eugenia Ruiz-Molina (2025) Testing comparative business-to-business value co-creation models: Differences in hotels and travel agencies in Spain. European Journal of Tourism Research, 40, pp. 4002 - 4002 . ISSN: 1994-7658
- Antonio Marín-García; Irene Gil-Saura; María Eugenia Ruiz-Molina; Mihaela Simona Moise (2025) Sustainability and innovation as segmentation criteria in retail. Journal of Marketing Analytics, 13(2), pp. 537 - 550 . ISSN: 2050-3318
- Antonio Marin-Garcia, Irene Gil-Saura, María Eugenia Ruiz-Molina, Mihaela Simona Moise (2025) Effects of the industry format on sustainability-oriented service innovation, relationship value, and firm performance. Service Business, 19(1), p. 11 . ISSN: 1862-8516
- Mihaela Moise; Irene Gil-Saura; Maria-Eugenia Ruiz-Molina; Antonio Marin García (2026) Antecedents and consequences of sustainability-oriented service innovation from the manager's perspective: the moderating role of sector type. Journal Of Services Marketing, Ahead-of-print(Ahead-of-print), pp. 1 - 20 . ISSN: 0887-6045
- Mihaela Simona Moise; Irene Gil-Saura; Maria-Eugenia Ruiz-Molina; Antonio Marín-García (2026) Influence of value co-creation and SOSI on business results: the moderating role of the activity sector. Journal Of Business & Industrial Marketing, 41(5), pp. 661 - 677 . ISSN: 0885-8624
- Antonio Marin-Garcia, Irene Gil-Saura, María Eugenia Ruiz-Molina, Mihaela Simona Moise (2026) Sustainability-Oriented Service Innovation: Examining relationship value and satisfaction. Management Decision, Ahead-of-print(Ahead-of-print) . ISSN: 0025-1747
- Juma-Michilena, I.-J.; Ruiz-Molina, M.-E.; Gil-Saura, I. (2026) Generation Z in the Face of Climate Change: A Transcultural University Perspective. Journal of Marketing Analytics. ISSN: 2050-3318
- Hervás Cortina, C.M.; Ruiz Molina, M.E.; Gil-Saura, I. (2026) The impact of online content on e-reputation and eWOM in lesser-known tourism destinations. Services Marketing Quarterly. ISSN: 1533-2977
- Marín García, A.; Gil-Saura, I.; Ruiz-Molina, M.E.; Moise, M. (2026) Driving Sustainability-Oriented Service Innovation in the digital era. International Journal Of Retail & Distribution Management. ISSN: 0959-0552
- Marín García, A.; Gil-Saura, I.; Ruiz-Molina, M.E.; Moise, M.S. (2026) IMC and SOSI as determinants of organisational performance: the moderating effect of retailer type. Management Research Review, 49(8), pp. 965 - 983 . ISSN: 2040-8269
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