Iguácel Melero Polo

RESEARCH

Relevant publications:

Gao, X., de Haan, E., Melero, I., Sese, F. J. (2023), “Winning your customers’ minds and hearts: Disentangling the effects of lock-in and affective customer experience on retention“, Journal of the Academy of Marketing Science, Vol. 51, 334–371.

Gao, L. X., Melero-Polo, I., Ruz-Mendoza, M. Á., & Trifu, A. (2022) “Exploring the role of service touchpoints on the path to financial, behavioral and relational customer outcomes: insights from a B2B service context”, Journal of Business & Industrial Marketing, ahead-of-print.

Cambra-Fierro, J., Gao, L., López-Pérez, M. E., & Melero-Polo, I. (2022) “How do macro-environmental factors impact customer experience? A refined typology, integrative framework, and implications”, The Service Industries Journal, Vol. 42(9-10), pp. 653-687.

Cambra-Fierro, J., Gao, L., Melero-Polo, I., & Patrício, L. (2022) “Theories, constructs, and methodologies to study COVID-19 in the service industries”, The Service Industries Journal, Vol. 42(7-8), pp. 551-582.

Cambra-Fierro, J., Gao, L. X., Melero-Polo, I., & Trifu, A. (2021) “How do firms handle variability in customer experience? A dynamic approach to better understanding customer retention”, Journal of Retailing and Consumer Services, Vol. 61, 102578.

Ruz-Mendoza, M. A., Cambra-Fierro, I. Melero-Polo, and Trifu, A. (2021) “Standardized vs. customized firm-initiated interactions: Their effect on customer gratitude and performance in a B2B context”, Journal of Business Research, Vol. 133, pp. 341-353.

Cambra-Fierro, L (Xuehui). Gao and I. Melero-Polo (2021) “The Power of Social Influence and Customer–Firm Interactions in Predicting Non-transactional Behaviors, Immediate Customer Profitability, and Long-term Customer Value”, Journal of Business Research, Vol. 125, pp. 103-119.

J. Cambra-Fierro, I. Melero-Polo, L. Patrício y F. Javier Sese (2020) “Channel Habits and the Development of Successful Customer-Firm Relationships in Services”, Journal of Service Research

L (Xuehui). Gao, I. Melero-Polo y F. Javier Sese (2020) “Customer Equity Drivers, Customer Experience Quality, and Customer Profitability in Banking Services: The Moderating Role of Social Influence”, Journal of Service Research

L (Xuehui). Gao, I. Melero-Polo y F. Javier Sese (2019) “Multichannel Integration along the Customer Journey: A Systematic Review and Research Agenda”, The Service Industries Journal

J. Cambra-Fierro, L (Xuehui). Gao, I. Melero-Polo y F. Javier Sese (2019) “What Drives Customers’ Active Participation in the Online Channel? Customer Equity, Experience Quality, and Relationship Proneness”, Electronic Commerce Research and Applications, (in press), 100855

Matute, J. y Melero, I. (2019) “Understanding online business simulation games: the role of flow experience, perceived enjoyment and personal innovativeness”, Australasian Journal of Educational Technology, Vol. 35 (3).

Cambra, J., Melero, I. y Sese, F. J. (2018) “Customer value co-creation over the relationship life cycle”, Journal of Service Theory and Practice, Vol. 28(3), 336-355.

Cambra, J., Melero, I., Sese, F. J. y van Doorn, J. (2018) “Customer-Firm Interactions and the Path to Profitability: A Chain-of-Effects Model”, Journal of Service Research, Vol. 21 (2), 201-218.

Cambra, J., Melero, I., Sese, F. J. (2017), “Online Customer Initiated Contacts and the Development of Profitable Relationships”, Electronic Commerce Research and Applications , Vol. 26, pp. 13-22.

López, M.E., Melero-Polo, I. y Sese, F.J. (2017) “Management for Sustainable Development and Its Impact on Firm Value in the SME Context: Does Size Matter?”, Business Strategy and the Environment, Vol. 26(7), 985-999.

López, M.E., Melero-Polo, I. y Sese, F.J. (2017) “Does specific CSR training for managers impact shareholder value? Implications for education in sustainable development”, Corporate Social Responsibility and Environmental Management, Vol. 24(5), 435-448.

Matute-Vallejo, J. y Melero-Polo, I. (2016) “Aprender jugando: la utilización de simuladores empresariales en el aula universitaria”, Universia Business Review, Vol. 13, núm. 2, págs. 72-111.

Melero-Polo, I, Sese, F.J. y Verhoef, P. (2016) “Recasting the customer experience in today’s omni-channel environment”, Universia Business Review, Vol. 13, núm. 2, págs. 18-37.

Cambra, Jesus; Kamakura,Wagner A; Melero, Iguacel and Sese, F. Javier (2016), “Are multichannel customers really more valuable? An analysis of banking services,” International Journal of Research in Marketing, Vol. 33(1), 208-212.

Cambra, Jesús; Melero, Iguácel, y Sese, F. Javier (2016) “Can complaint-handling efforts promote customer engagement?” Service Business, Vol. 10(4), 847-866.

Cambra, Jesús; Melero, Iguácel, y Sese, F. Javier (2015) “Managing Complaints to Improve Customer Profitability”. Journal of Retailing Vol. 91 (1), págs. 109-124.

Fraj, E., Matute, J. y Melero, I. (2015). “Environmental strategies and organizational competitiveness in the hotel industry: The role of learning and innovation as determinants of environmental success”, Tourism Management, Vol.46, págs. 30-42.

Cambra, J., Melero, I. y Sesé, F. J. (2015). “Does the nature of the relationship really matter? An analysis of the roles of loyalty and involvement in service recovery processes”, Service BusinessVol. 9 (2), págs. 297-320.

Cambra, J., Melero, I. y Sesé, F. J. (2014). “From dissatisfied customers to evangelists of the firm: a study of the Spanish mobile service sector“,  Business Research Quarterly, Vol. 17, págs. 191-204.

Cambra, J., Melero, I. y Vázquez, R. (2013). “Customer engagement: innovation in non-technical marketing processes”, Innovation Management, Policy and Practice, Vol.13, págs.326-336.

TEACHING

Subjects to teach in 2020-2021:

• Commercial Management I (Degrees of ADE and DADE)
• Consumer Behavior (Master’s Degree in Management, Strategy and Marketing)