Diez tipos de expectativas

Ten kinds of expectations

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Resumen

Durante décadas el concepto de expectativas ha sido ampliamente estudiado, lo cual ha provocado una proliferación terminológica y, con ella, una confusión semántica. Este artículo tiene por objetivo ofrecer un marco integrador que facilite el estudio de las expectativas. Se han detectado numerosas formas de interpretar las expectativas y, tras el análisis de contenido, los autores han identificado cuatro enfoques: i) comparación, ii) cantidad ideal, iii) niveles, iv) momento de valoración. Además, se intenta dar respuesta a cuáles son los factores que condicionan la creación de las expectativas, cómo afectan los juicios sobre el servicio y qué límites son considerados para definir el nivel de prestación del servicio. Todas estas preguntas tienen como finalidad determinar la presencia de las expectativas a lo largo del proceso de compra.

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Biografía del autor/a / Ver

Jorge Pelegrín-Borondo, Universidad de La Rioja

Doctor en Ciencias Económicas y Empresariales por la Universidad Rovira i Virgili, profesor de la Universidad de La Rioja en la que ocupa el cargo de Director del Grado en Relaciones Laborales y Recursos Humanos. Ha participado en numerosos congresos nacionales e internacionales. Entre sus trabajos más recientes figuran los artículos publicados en Frontiers in Psycology, Journal of Internet Marketing and Advertising o Universia Business Review y libros como "La calidad en las organizaciones turísticas” publicado en por la editorial Paraninfo. Actualmente investiga sobre modelos de aceptación. 

Emma Juaneda Ayensa, Universidad de La Rioja

Emma Juaneda-Ayensa es Doctora en Economía y Dirección de Empresas con Mención Europea por la Universidad de La Rioja. Es profesora de la Universidad de La Rioja y, como especialista en temas de calidad, ha impartido docencia de posgrado y participado en numerosos congresos a nivel nacional e internacional. Sus trabajos de investigación se han publicado en revistas como International Journal of Internet Marketing and Advertising. También ha colaborado en diversos libros sobre calidad.

Cristina Olarte-Pascual, Universidad de La Rioja

Doctora en Ciencias Económicas y Empresariales (Premio Extraordinario de Doctorado, Universidad Complutense de Madrid y Premio Nacional de Marketing). Trabaja como docente e investigadora en la Universidadde La Riojadonde ha dirigido los Cursos de Verano. Actualmente dirige la CátedraExtraordinaria de Comercio donde lidera investigaciones sobre comunicación personal y modelos de aceptación de nuevos productos. Ha sido ponente en numerosos congresos nacionales e internacionales y es autora de artículos que se han publicado en revistas como Frontiers in Psycology, Telematics and Informatics, Universia Business Review o International Journal of Innovation and Learning.

 

Yolanda Sierra-Murillo, Universidad de La Rioja

Doctora en Ciencias Económicas y Empresariales por la Universidad de Zaragoza. Trabaja como docente e investigadora en la Universidad de La Rioja en la que es Directora académica de cursos de formación continua de agentes comerciales y coordinadora en las Pruebas de Acceso a la Universidad (PAU). Ha sido ponente en congresos nacionales e internacionales y es autora de artículos que se han publicado en revistas como Frontiers in Psycology o Universia Business Review. También ha publicado libros como Guía profesional para una venta excelente en moda femenina.

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