Personalized service and brand equity in family business: A dyadic investigation

Authors

  • Franklin Velasco Vizcaino Universidad San Francisco de Quito USFQ, Diego de Robles SN Circulo de Cumbayá
  • Cintya Lanchimba Departamento de Economía Cuantitativa, Facultad de Ciencias, Escuela Politécnica Nacional, Ecuador & Institut de Recherche en Gestion et Economie, Université de Savoie Mont Blanc, (IREGE/IAE Savoie Mont Blanc), Annecy, France
  • Orlando Llanos Contreras Departamento de Administración, Facultad de Ciencias Económicas y Administrativas, Universidad Católica de la Santísima Concepción, Concepción, Chile, Alonso de Ribera 2850, Código postal 4090541
  • Manuel Alonso Dos Santos Department of Marketing and Market Research, University of Granada, Campus Cartuja s/n, Postal code: 18071, Granada, Spain & Facultad de Cs. Económicas y Administrativas, Universidad Católica de la Santísima Concepción, Alonso de Ribera 2850, Postal Code: 409054, Concepción, Chile

Abstract

Family business owners are crucial in building personal relationships with customers and in supporting marketing strategies that aim to develop brand equity for the firm. Through the lenses of job demands-resources theory, this research examines how family business owners’ time in servicing customers produces a chain of positive and negative effects that ultimately impacts brand equity. Because family businesses depend heavily on owners’ motivation and ability to multitask, their effort in dedicating time to serve consumers is limited and is expected to produce work overload. This burden harms the effectiveness in delivering personalized services to customers. However, if family businesses nurture expressions of citizenship behaviors in employees, the negative effect of work overload on delivering personalized services is reduced. Therefore, collective organizational citizenship behavior will act as a buffer to limit the negative effects of owners’ job demands in delivering a personalized service. Collective organizational citizenship behavior is capable of energizing everyone in the family business, including family business owners, for them to continue to service customers in a personalized way, and at the same time develop brand equity. Implications for family business strategies are discussed based on our findings.

Downloads

Download data is not yet available.

Author Biographies

Franklin Velasco Vizcaino, Universidad San Francisco de Quito USFQ, Diego de Robles SN Circulo de Cumbayá

Dr. Franklin Velasco is an Associate Professor of Marketing at Universidad San Francisco de Quito. Professor Velasco has over 16 years of experience teaching undergraduate and graduate courses in Marketing. Additionally, Franklin has several years of experience in industry, leading marketing efforts at companies such as Kraft, IBM, and IMAX. A few years ago, he founded a Marketing Center that mentors entrepreneurs and provides marketing research services for companies. Dr. Velasco obtained a Ph. D in Marketing at University of Texas at Arlington. He successfully completed the program receiving achievement awards such as 2017 Distinguished Ph. D Student and 2017-2018 Student Research Award. Franklin research interests are consumer well-being, branding strategies, cultural orientation, marketing public policy, consumer psychology, and marketing strategy. His research has been published in important journals, including Journal of Business Research, Psychology and Marketing, and Frontiers in Psychology. Franklin is a member of the editorial board for the Journal of Business Research. Through his career as a scholar, he has collected several best-teaching awards and has developed strong relationships with students helping them in their careers. Born in Ecuador, he has lived almost half of his live in the United States. Franklin loves traveling around the world and admires cultural diversity.

Cintya Lanchimba, Departamento de Economía Cuantitativa, Facultad de Ciencias, Escuela Politécnica Nacional, Ecuador & Institut de Recherche en Gestion et Economie, Université de Savoie Mont Blanc, (IREGE/IAE Savoie Mont Blanc), Annecy, France

Cintya Lanchimba is Associate Professor of Economics at Escuela Politécnica Nacional, and research fellow of Department of Quantitative Economics &    IREGE/IAE Savoie Mont Blanc. Specialist of distribution networks, microeconomics and franchising, she works in the field of Industrial Organization, Contract theory, Demographics and Applied econometrics. She was the 2018 best researcher in Economics at Escuela Politécnica Nacional.

Orlando Llanos Contreras, Departamento de Administración, Facultad de Ciencias Económicas y Administrativas, Universidad Católica de la Santísima Concepción, Concepción, Chile, Alonso de Ribera 2850, Código postal 4090541

ORLANDO LLANOS-CONTRERAS (PhD) is associate professor of Strategic Management and Family Businesses at Universidad Católica de la Ssma. Concepción in Chile. Orlando directed the Catédra de Familias Empresaria, a joint project with “FEC-Chile”. He received the Adalberto Biesca Sada Award in 2018 and 2019 for his research on Iberoamerican family firms

Manuel Alonso Dos Santos, Department of Marketing and Market Research, University of Granada, Campus Cartuja s/n, Postal code: 18071, Granada, Spain & Facultad de Cs. Económicas y Administrativas, Universidad Católica de la Santísima Concepción, Alonso de Ribera 2850, Postal Code: 409054, Concepción, Chile

Manuel Alonso holds a PhD in Marketing and Consumer Behavior. His areas of interest are sports marketing, consumer behavior and social marketing. He currently works at the University of Granada in Spain. Has published articles in international journal on the subject of satisfaction, education, digital marketing and intention to attend sporting events. Actually, he has more than 50 papers (e.g., Psychology & Marketing, Journal of Business Research) and 50 international conferences (e.g., GIKA, AMS).

Downloads

Published

2021-04-13

How to Cite

Velasco Vizcaino, F., Lanchimba, C., Llanos Contreras, O., & Alonso Dos Santos, M. (2021). Personalized service and brand equity in family business: A dyadic investigation. Journal of Small Business Strategy, 31(2), 62–79. Retrieved from https://libjournals.mtsu.edu/index.php/jsbs/article/view/1773

Issue

Section

SI: Marketing strategies in family firms

Most read articles by the same author(s)