Análisis de la relación entre la comunicación integrada de marketing y la satisfacción del cliente. El caso Mcdonald’s.
Palabras clave:
Comunicación Integrada de Marketing, interactividad, coherencia del mensaje, satisfacción del clienteResumen
La comunicación integrada de marketing (CIM) es un concepto que ha atraído gran interés y atención por parte de los académicos y de los profesionales del marketing. Sin embargo, la mayor parte de los estudios existentes se basa sobre la perspectiva organizativa, siendo la CIM percibida por el consumidor una de las lagunas de investigación más destacadas. Por tanto, este trabajo aborda la CIM desde la perspectiva del consumidor y se propone la consecución de un objetivo clave: determinar si la CIM contribuye a la obtención de una mayor satisfacción del cliente, que representa una variable crucial para el éxito de una empresa en el mercado actual. Para cumplir el objetivo propuesto, se llevó a cabo una encuesta online, de la que se obtuvo una muestra final de 252 clientes de la marca McDonald’s. El análisis de los resultados permitió demostrar una relación positiva y significativa entre la coherencia del mensaje y la interactividad, dos dimensiones clave de la CIM, y la satisfacción del cliente. Finalmente, el trabajo propone una serie de implicaciones y futuras líneas de investigación.
Descargas
Referencias
Ahmad, A y Salleh, S. M, (2019). Brand Related Capabilities and the Process of Integrated Marketing Communications (IMC): A Resource Based View (RBV). Journal of Contemporary Research in Social Sciences, nº1, pp. 136-150. https://doi.org/10.33094/26410249.2019.16.136.150
Akbar, M. M, y Parvez, N, (2009). Impact of service quality, trust, and customer satisfaction on customer's loyalty. ABAC Journal, vol. 29, nº 1.
Albinsson, P. A, Burman, B, Shows, G. D, y Stoddard, J. E. (2020). Integrating and assessing student perceived sustainability literacy in an Integrated Marketing Communications course. Marketing Education Review, pp. 1-18. https://doi.org/10.1080/10528008.2020.1770102
Alcántara-Pilar, J. M., del Barrio-García, S., Crespo-Almendros, E., y Porcu, L. (2017). A review of psycho-vs. socio-linguistics theories: An application to marketing research". In Advertising and Branding: Concepts, Methodologies, Tools, and Applications. IGI Global, pp. 1-30. https://doi.org/10.4018/978-1-5225-1793-1.ch001
Andaleeb, S.S., y Conway, C. (2006). Customer satisfaction in the restaurant industry: an examination of the transaction-specific model. Journal of services marketing, nº 20, pp. 3-11. https://doi.org/10.1108/08876040610646536
Antón, C, Camarero, C, y Carrero, M. (2007). The mediating effect of satisfaction on consumers' switching intention. Psychology & Marketing, vol. 24, nº 6, pp. 511-538. https://doi.org/10.1002/mar.20171
Bagozzi, R. P, y Yi, Y, (1988). On the evaluation of structural equation models". Journal of the academy of marketing science, vol. 16, nº 1, pp.74-94. https://doi.org/10.1007/BF02723327
Baker, J, Parasuraman, A, Grewal, D, y Voss, G.B, (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions". Journal of Marketing, vol. 66, nº 2, pp. 120-141. https://doi.org/10.1509/jmkg.66.2.120.18470
Bernyte, S, (2018). Sustainability marketing communications based on consumer values and principles. Regional Formation and Development Studies, vol. 26, nº 3, pp. 26-35. https://doi.org/10.15181/rfds.v26i3.1807
Butkouskaya, V, Llonch-Andreu, J, y Alarcón-del-Amo, M. D. C. (2020). Inter-Country Customer-Perspective Analysis of Strategic Antecedents and Consequences for Post-Purchase Behaviour in Integrated Marketing Communications (IMC). Journal of International Consumer Marketing, pp. 1-16. https://doi.org/10.1080/08961530.2020.1731901
Butkouskaya, V, Llonch-Andreu, J, y Alarcón-del-Amo, M. D. C, (2020). Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context. Sustainability, vol. 12, nº 17, pp. 7159. https://doi.org/10.3390/su12177159
Butkouskaya, V, Llonch-Andreu, J, y Alarcón-Del-Amo, M.D.C (2019). Strategic antecedents and organisational consequences of IMC in different economy types. J. Mark. Commun. https://doi.org/10.1080/13527266.2019.1633551
Camilleri, M. A, (2018). Integrated marketing communications. In Travel marketing, tourism economics and the airline product, pp. 85-103. https://doi.org/10.1007/978-3-319-49849-2_5
Caywood, C, Schultz, D.E, y Wang, P, (1991) Integrated marketing communications: A survey of national consumer goods advertisers: Research and Report", Northwestern University, Evanston, IL.
Chamidah, N, Guntoro, B, y Sulastri, E, (2020). Marketing Communication and Synergy of Pentahelix Strategy on Satisfaction and Sustainable Tourism. The Journal of Asian Finance, Economics, and Business, 7(3), 177-190. https://doi.org/10.13106/jafeb.2020.vol7.no3.177
Churchill G. A, (1979). A paradigm for developing better measures of marketing constructs, Journal of Marketing Research, nº 16, pp. 64-73. https://doi.org/10.1177/002224377901600110
Cook, W.A, (2004). IMC's Fuzzy picture: breakthrough or breakdown? Journal of Advertising Research, nº 44, pp. 1-2. https://doi.org/10.1017/S0021849904040218
Cornelissen, J, (2000). Corporate image: an audience centred model. Corporate Communications: An International Journal, vol. 5, nº 2, pp. 119-125. https://doi.org/10.1108/13563280010372540
Danaher, P. J, y Rossiter, J. R, (2011). Comparing perceptions of marketing communication channels. European Journal of Marketing, nº 45, pp. 6-42. https://doi.org/10.1108/03090561111095586
Davydova, A, (2016). Integrated Marketing Communications in Restaurant Chains: Identifying the Specifics of the Industry, (Doctoral dissertation, Empire State College).
Davydova, A, (2016). Integrated Marketing Communications in Restaurant Chains: Identifying the Specifics of the Industry (Doctoral dissertation, Empire State College).
De Rojas, C, y Camarero, C, (2008). Visitors' experience, mood and satisfaction in a heritage context: Evidence from an interpretation center. TourismManagement, vol. 29, nº 3, pp. 525-537. https://doi.org/10.1016/j.tourman.2007.06.004
Del Barrio-García, S, y Luque-Martínez, T, (2012). Análisis de ecuaciones estructurales. Técnicas de análisis de datos en investigación de mercados, ed. T. Luque, 525À610. Barcelona: Pirámide.
Delener, N, y Neelankavil, J. P, (1990). Informational sources and media usage. Journal of Advertising Research, vol. 30, nº 3, pp. 45-52.
Dessner, M, (2013). It's all the secret formula: Public Relations practices of the fast food industry (Master's thesis, Concordia University). Recuperado de: http://matthewdessner.com/text-based-work/
Duncan, T, y Caywood, C, (1996). The concept, process, and evolution of integrated marketing communication. Integrated communication: Synergy of persuasive voices, pp. 13-34.
Duncan, T.R, y Everett, S.E, (1993). Client perceptions of integrated marketing communications. Journal of Advertising Research, vol. 33, nº. 3, pp. 30-39.
Duncan, T.R, y Mulhern, F, (2004). A white paper on the status, scope and future of IMC (from IMC symposium sponsored by the imc programs at northwestern university and the university of denver). New York: McGraw-Hill: 9.
Duralia, O, (2018). Integrated marketing communication and its impact on consumer behavior. Studies in Business and Economics, vol. 13, nº 2, pp. 92-102. https://doi.org/10.2478/sbe-2018-0022
Engel, J. F, Blackwell, R. D, y Miniard, P. W, (1993). Alternative evaluation. Consumer Behaviour. Dryden Press, Fort Worth, Texas, pp. 533-556.
Fornell, C., y Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error". Journal of marketing research, pp. 39-50. https://doi.org/10.1177/002224378101800104
Gallarza, M. G, y Saura, I. G, (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students' travel behaviour. Tourism management, vol. 27, nº 3, pp. 437-452. https://doi.org/10.1016/j.tourman.2004.12.002
Gibson, H, (2005). Towards an understanding of 'why sport tourists do what they do. Sport in Society, vol. 8, nº 2, pp. 198-217. https://doi.org/10.1080/17430430500087369
Gilbert, G. R, y Veloutsou, C, (2006). A cross-industry comparison of customer satisfaction. Journal of Services Marketing, vol. 20, nº 5, pp. 298-308. https://doi.org/10.1108/08876040610679918
Grönroos, C, (2007). Service management and marketing: customer management in service competition. John Wiley & Sons.
Hair, J. F, Black, W. C., Babin, B. J, y Anderson, R. E, (2010). Multivariate Data Analysis, 7th edition, Pearson Prentice Hall: Upper Saddle River, New Jersey, Estados Unidos.
Hofstede, G, (1983). The cultural relativity of organizational practices and theories. Journal of international business studies, vol. 14, nº 2, pp. 75-89. https://doi.org/10.1057/palgrave.jibs.8490867
Intan, M. A. R, Mohd, J. A. R, Bibi, N. M. Y, y Mohd, S.S, (2015). The impact of service quality and customer satisfaction on customer's loyalty: evidence from fast food restaurant of Malaysia. International Journal of Information, Business and Management, vol. 7, nº 4, pp. 201-236.
Jung, J. W, (2016). The influence of menu choices and IMC activities on the customer satisfaction and the revisit intention at Italian restaurants. Culinary science and hospitality research, vol. 22, nº 8, pp. 53-66. https://doi.org/10.20878/cshr.2016.22.8.005005005
Keng, C. J, Huang, T. L, Zheng, L. J, y Hsu, M. K, (2007). Modeling service encounters and customer experiential value in retailing. International Journal of Service Industry Management. https://doi.org/10.1108/09564230710778137
Kim, H. B, y Kim, W. G, (2005). The relationship between brand equity and firms' performance in luxury hotels and chain restaurants. Tourism management, vol. 26, nº 4, pp. 549-560. https://doi.org/10.1016/j.tourman.2004.03.010
KirkBrown, A, y Wallace, D, (2004). Predicting burnout and job satisfaction in workplace counselors: The influence of role stressors, job challenge, and organizational knowledge. Journal of Employment Counseling, vol. 41, nº 1, pp. 29-37. https://doi.org/10.1002/j.2161-1920.2004.tb00875.x
Kitchen, P.J, y Schultz, D.E, (2009). IMC: New horizon/false dawn for a marketplace in turmoil? Journal of Marketing Communications, vol. 15, nº 2-3, pp.197-204. https://doi.org/10.1080/13527260903003793
Kliatchko, J, (2005). Towards a new definition of integrated marketing communications (IMC). International Journal of Advertising, vol. 24, nº 1, pp. 7-34. https://doi.org/10.1080/02650487.2005.11072902
Kliatchko, J, (2008). Revisiting the IMC construct - a revised definition and four pillars. International Journal of Advertising, vol. 27, nº 1, pp. 133-160. https://doi.org/10.1080/02650487.2008.11073043
Kliatchko, J, (2009). IMC 20 Years after: A Second Look at IMC Definitions. International Journal of Integrated Marketing Communications, vol. 1, nº 2.
Kliatchko, J. G, (2002). Understanding integrated marketing communications. University of Asia and the Pacific, Institute of Communication.
Kliatchko, J.G, y Schultz, D.E, (2014). Twenty years of imc: A study of ceo and cmo perspectives in the Asiapacific region. International Journal of Advertising, vol. 33, nº 2, pp. 373. https://doi.org/10.2501/IJA-33-2-373-390
Low, G. S, (2000). Correlates of integrated marketing communications. Journal of Advertising Research, vol. 40, nº 3, pp. 27-39. https://doi.org/10.2501/JAR-40-3-27-39
Manoli, A. E, y Hodgkinson, I. R, (2020). The implementation of integrated marketing communication (IMC): evidence from professional football clubs in England. Journal of Strategic Marketing, vol. 28, nº 6, pp. 542-563. https://doi.org/10.1080/0965254X.2019.1593225
McDonald's Corporation Case Study. (2012). McDonalds Case Study: Remaining Rele-vant in a Health-conscious Society, pp. 1-20.
Mihart, C, (2012). Impact of integrated marketing communication on consumer behaviour: Effects on consumer decision-making process. International Journal of Marketing Studies, vol. 4, nº 2, pp. 121. https://doi.org/10.5539/ijms.v4n2p121
Minor, M. S, Wagner, T, Brewerton, F. J, y Hausman, A, (2004). Rock on! An elementary model of customer satisfaction with musical performances. Journal of services marketing, vol. 18, nº 1, pp. 7-18. https://doi.org/10.1108/08876040410520672
Molina, A, Aranda, E, Martín, V. J, y Santos, J, (2014). Opportunities for craft consumption: analysis of the quality perceived by consumers. International Journal of Globalisation and Small Business, vol. 6, nº 1, pp. 64-78. https://doi.org/10.1504/IJGSB.2014.063407
Mora Carpio, J. L, (2013). Uso y utilidad de las comunicaciones integradas al marketing en el mercado de bares restaurantes y discotecas; segmento medio, medio-alto de Cuenca (Bachelor's thesis, Universidad del Azuay).
Moriarty, S, y Schultz, D, (2012). Four theories of how IMC Works. Advertising theory, nº 3, pp. 491-505.
Mulhern, F, (2013). Integrated marketing communications: From media channels to digital connectivity. The Evolution of Integrated Marketing Communications pp. 19-36. Routledge.
Nakata, C, y Sivakumar, K, (1996). National culture and new product development: An integrative review. The Journal of Marketing, pp. 61-72. https://doi.org/10.1177/002224299606000106
Nowak, G. J, y Phelps, J, (1994). Conceptualizing the integrated marketing communications' phenomenon: An examination of its impact on advertising practices and its implications for advertising research. Journal of Current Issues & Research in Advertising, vol. 16, nº 1, pp. 49-66. https://doi.org/10.1080/10641734.1994.10505012
Oguinn, T. C, y Meyer, T. P, (1984). Segmenting the hispanic market-the use of spanish-language radio. Journal of Advertising Research, vol. 23, nº 6, pp. 9-16.
Oliver, R. L, (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of consumer research, vol. 20, nº 3, pp. 418-430. https://doi.org/10.1086/209358
Oluwafemi, O. J, y Adebiyi, S. O, (2018). Customer Loyalty and Integrated Marketing Communications among Subscribers of Telecommunication Firms in Lagos Metropolis, Nigeria. Journal of Competitiveness, vol. 10, nº 3, pp. 101. https://doi.org/10.7441/joc.2018.03.07
Onkvisit, S, y Shaw, J. J, (2002). Standardized international advertising: some research issues and implications. Journal of Advertising Research, vol. 39, nº 6, pp. 19-24.
Ots, M, y Nyilasy, G, (2015). Integrated Marketing Communications (IMC): Why Does It Fail?: An Analysis of Practitioner Mental Models Exposes Barriers of IMC Implementation. Journal of Advertising Research, vol. 55, nº 2, pp. 132-145. https://doi.org/10.2501/JAR-55-2-132-145
Park, S, Hahn, S, Lee, T, y Jun, M, (2018). Two factor model of consumer satisfaction: International tourism research. Tourism Management, nº 67, pp. 82-88. https://doi.org/10.1016/j.tourman.2018.01.007
Peltier, J. W, Schibrowsky, J. A, y Schultz, D. E, (2003). Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing. International Journal of Advertising, vol. 22, nº 1, pp. 93-115. https://doi.org/10.1080/02650487.2003.11072841
Perreault, W. D, (2018). Essentials of marketing. New York: Mc Graw Hill.
Peter, J. P, (1979). Reliability: A review of psychometric basics and recent marketing practices". Journal of marketing research, nº16, pp. 6-17. https://doi.org/10.1177/002224377901600102
Phillips, D. M, y Baumgartner, H, (2002). The role of consumption emotions in the satisfaction response. Journal of Consumer psychology, vol. 12, nº 3, pp. 243-252. https://doi.org/10.1207/S15327663JCP1203_06
Porcu, L, (2014). Desarrollo y validación de una escala de medida de la comunicación integrada corporativa: modelización de sus antecedentes y consecuencias en el sector turístico. Granada: Universidad de Granada.
Porcu, L, del Barrio-García, S., Alcántara-Pilar, J.M, y Crespo-Almendros, E, (2016). Do adhocracy and market cultures facilitate firm-wide integrated marketing communication (IMC)? International Journal of Advertising, pp. 1-21. https://doi.org/10.1080/02650487.2016.1185207
Porcu, L, Del Barrio-García, S, y Kitchen, P. J, (2017). Measuring integrated marketing communication by taking a broad organisational approach: The firm-wide IMC scale. European Journal of Marketing, vol. 51, nº 3, pp. 692-718. https://doi.org/10.1108/EJM-08-2015-0587
Premkumar, G, y Bhattacherjee, A, (2008). Explaining information technology usage: A test of competing models. Omega, vol. 36, nº 1, pp. 64-75. https://doi.org/10.1016/j.omega.2005.12.002
Rather, R. A, Tehseen, S, Itoo, M. H, y Parrey, S, H. (2019). Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector. Journal of Global Scholars of Marketing Science, vol. 29, nº 2, pp. 196-217. https://doi.org/10.1080/21639159.2019.1577694
Rather, R. A, y Sharma, J, (2018). The effects of customer satisfaction and commitment on customer loyalty: Evidence from the hotel industry. Journal of Hospitality Application & Research, vol. 12, nº 2, pp. 41-60.
Reid, M, (2005). Performance auditing of integrated marketing communication (IMC) actions and outcomes. Journal of Advertising, vol. 34, nº 4, pp. 41-54. https://doi.org/10.1080/00913367.2005.10639208
Ryu, H. Y. Kim, H. S, y Shim, J. I, (2009). Rate equation analysis of efficiency droop in InGaN light-emitting diodes. Applied Physics Letters, vol. 95, nº 8, pp. 81-114. https://doi.org/10.1063/1.3216578
Ryu, K, y Han, H, (2011). New or repeat customers: How does physical environment influence their restaurant experience? International Journal of Hospitality Management, vol. 30, nº 3, pp. 599-611. https://doi.org/10.1016/j.ijhm.2010.11.004
Satorra, A, y Bentler, P, (1988). Scaling corrections for statistics in covariance structure analysis.
Schultz, D. E, y Kitchen, P. J, (1997). Integrated marketing communications in US advertising agencies: an exploratory study. Journal of Advertising Research, vol. 37, nº 5, pp. 7-18.
Schultz, D. E, y Kitchen, P. J, (2000). A response to 'Theoretical concept or management fashion. Journal of Advertising Research, vol. 40, nº 5, pp. 17-21. https://doi.org/10.2501/JAR-40-5-17-21
Schultz, D. E, y Schultz, H. F, (1998). Transitioning marketing communication into the twenty-first century. Journal of marketing communications, vol. 4, nº 1, pp. 9-26. https://doi.org/10.1080/135272698345852
Schultz, H, (2003). IMC, The Next Generation: 5 Steps for Delivering Value and Measuring Financial Returns. McGraw-Hill Publishing.
Selvakumar, J. J, (2014). Dimensions of Integrated Marketing Communication (IMC) and Their Impact in Creating Brand Equity in the Quick Service Restaurant (QSR) Industry in Coimbatore City. Ushus-Journal of Business Management, ol. 13, nº 4, pp. 27-40. https://doi.org/10.12725/ujbm.29.3
Šerić, M, (2018). Content analysis of the empirical research on IMC from 2000 to 2015. Journal of Marketing Communications, vol. 24, nº 7, pp. 647-685. https://doi.org/10.1080/13527266.2016.1184708
Šerić, M, Gil-Saura, I, and Ruiz-Molina, M. E, (2014). How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, nº 39, pp. 144-156. https://doi.org/10.1016/j.ijhm.2014.02.008
Sêric, M, y Saura, I. G, (2012). Relaciones causales entre las TIC, la CIM y el valor de marca: un estudio a partir de las percepciones de los huéspedes. Papers de Turisme, nº 52, pp. 1-21.
Sheehan, M, (2006). McDonald's in crisis: A comparative analysis in a national organizational context. Competition Forum, vol. 4, nº 1, pp. 221-227.
Singh, S, (2006). Cultural differences in, and influences on, consumers' propensity to adopt innovations. International Marketing Review, vol. 23, nº 2, pp. 173-191. https://doi.org/10.1108/02651330610660074
Tafesse, W, y Kitchen, P. J, (2017). IMC-an integrative review. International Journal of Advertising, vol. 36, nº 2, pp. 210-226. https://doi.org/10.1080/02650487.2015.1114168
Tjiptono, F, y Diana, A, (2003). Total Quality Management, Yogyakarta. Andi Offset.
Torp, S, (2009). Integrated communications: from one look to normative consistency. Corporate Communications: An International Journal, vol. 14, nº 2, pp. 190-206. https://doi.org/10.1108/13563280910953861
Vignali, C, (2001). McDonald's: "think global, act local"-the marketing mix. British Food Journal, vol. 103, nº 2, pp. 97-111. https://doi.org/10.1108/00070700110383154
Vorhies, D. W, Morgan, R. E, y Autry, C. W, (2009). Product‐market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance. Strategic Management Journal, vol. 30, nº 12, pp. 1310-1334. https://doi.org/10.1002/smj.798
Welch, D, y Tierney, C, (2000). "Can the Mondeo Get Ford Back into the Race? Business Week, nº 3703, pp. 74-74.
Wilson, A, (2002). Attitudes towards customer satisfaction measurement in the retail sector. International Journal of Market Research, vol. 44, nº 2, pp. 213. https://doi.org/10.1177/147078530204400201
Wu, C. H. J, y Liang, R. D, (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, vol. 28, nº 4, pp. 586-593. https://doi.org/10.1016/j.ijhm.2009.03.008
Descargas
Publicado
Número
Sección
Licencia
- Los autores/as conservarán sus derechos de autor y garantizarán a la revista el derecho de primera publicación de su obra, el cuál estará simultáneamente sujeto a la Licencia de reconocimiento de Creative Commons que permite a terceros compartir la obra siempre que se indique su autor y su primera publicación esta revista.
- Los autores/as podrán adoptar otros acuerdos de licencia no exclusiva de distribución de la versión de la obra publicada (p. ej.: depositarla en un archivo telemático institucional o publicarla en un volumen monográfico) siempre que se indique la publicación inicial en esta revista.
- Se permite y recomienda a los autores/as difundir su obra a través de Internet (p. ej.: en archivos telemáticos institucionales o en su página web) antes y durante el proceso de envío, lo cual puede producir intercambios interesantes y aumentar las citas de la obra publicada. (Véase El efecto del acceso abierto).
La Revista de Estudios Empresariales. Segunda Época, utiliza PKP Preservation Network (PN).
