Abstract In retail markets, analysis of perceived value in purchasing processes has been a topic of special interest as it focuses on perception of benefits beyond the product itself. In the face of such interest, an exhaustive bibliographical review was performed regarding its concept and components applied to retail dealers. The methodology is quantitative and cross-sectional, with a descriptive and explanative analysis through structural equation models to analyze the effect of dimensions in perceived value in the dependent variable of intent to purchase. Applied surveys on 390 recurring customers of retail dealers in Bogota. The results revealed that: functional value does have a positive effect on intent to purchase; and there is a relation between functional and symbolic value of purchase. The implications of management in the context of marketing are further discussed, focusing on functional value of a purchase. Actions related to quality, communication, employee training and customer service are recommended. These findings contribute to the literature on consumer behavior within the context of consumption by comparing functional and symbolic value.

Resumen En el ámbito del comercio minorista, el análisis del valor percibido en el proceso de compra ha sido objeto de especial interés por enfocarse en la percepción de beneficios que van más allá del producto en sí. Ante tal interés, se realizó una exhaustiva revisión bibliográfica sobre su concepto y componentes aplicado a establecimientos minoristas. La metodología es cuantitativa y transversal, con un análisis descriptivo y explicativo a través de modelos de ecuaciones estructurales para analizar el efecto de las dimensiones del valor percibido en la variable dependiente de la intención de compra. Se aplicaron encuestas a 390 a clientes habituales de comercios minoristas en Bogotá. Los resultados revelaron que el valor funcional tiene un efecto positivo en la intención de compra; y existe una relación entre el valor funcional y el valor simbólico de la compra. Se discuten las implicaciones de la gestión en el ámbito del marketing, centrándose en el valor funcional de la compra. Se sugieren acciones relacionadas con la calidad, la comunicación, la capacitación de los empleados y el servicio al cliente. Estos hallazgos contribuyen a la literatura sobre el comportamiento del consumidor en el contexto del consumo, al comparar el valor funcional y el valor simbólico.

Resumo Dentro do âmbito do comercio de retalho, a análise do valor percebido no processo de compra tem sido objeto de interesse especial por se focalizar em a percepção de benefícios que vão mais longe do produto direito. Com esse interesse, fez-se uma revisão exaustiva da literatura de seu conceito e componentes aplicados aos estabelecimentos de retalho. A metodologia é quantitativa e transversal, com uma análise descritiva e explicativa por meio de modelos de equações estruturares para analisar o efeito das dimensões do valor percebido na variável dependente da intenção de compra. Fizeram-se pesquisas em 390 clientes usuais de lojas de retalho em Bogotá. Os resultados revelaram que: o valor funcional tem um efeito positivo na intenção de compra; e existe uma relação entre o valor funcional e o valor simbólico da compra. Discutem-se as implicações da gestão no âmbito do marketing, focalizando-se no valor funcional da compra. Sugerem-se ações relacionadas à qualidade, comunicação, capacitação dos empregados y serviço ao cliente. Os resultados contribuem à literatura com relação ao comportamento do consumidor no contexto do consumo, ao comparar o valor funcional e o valor simbólico.

Hierdie sewe-jaar longitudinale opvoedingstudie evalueer drie akademiese afleweringsmodusse vir deeltydse MBA-studente in hul Bemarkingsbestuursmodule, naamlik vol kontak (20172019), vol aanlyn tydens COVID-19 se harde inperking (2020-2021 en die daaropvolgende gemengde modus (2022-2023). Die studie het ten doel om te bepaal of die afleweringsmodus studente se akademiese prestasie beduidend beïnvloed. Die eenrigting-variansie-analise (EVA) het beduidende verskille tussen die afleweringsmodusse vir individuele opdragte (normatiewe assessering) en groepgevallestudies (summatiewe assessering) geïdentifiseer. Daar was ook betekenisvolle verskille tussen die akademiese prestasie ten opsigte van die finale saamgestelde portefeulje van kennis (wat as eksamen dien). Hierdie portefeulje bestaan uit 'n prakties-toegepaste bemarkingsplan. Die post-hoc toetse het getoon dat studente aansienlik beter gevaar het tydens die gemengde afleweringsmodus in individuele opdragte, terwyl die volledige aanlyn modus laer punte vir die groepgevallestudies gehad het. Beide die gemengde en volledige kontakmodusse het beduidende opeenvolgende verbetering vir die groepgevallestudies getoon, wat in elke gevallestudie verbetering getoon het namate die semester gevorder het. Dit verskil van volledige aanlyn onderrig. Die gemengde modus het ook aansienlik beter gevaar in die eksamen- en finale modulepunte en het selfs beter gevaar as volkontakklasse.

The COVID-19 pandemic significantly transformed the tertiary education landscape. Traditional contact universities were forced abruptly to adopt a full-distance education mode, a situation neither the students nor lecturers were prepared for. Many lectures and teaching activities were developed on the fly as universities struggled to roll out the needed support in double-time for lecturers and students. This new normal for education required integrating technology, advanced communication software, revised assessment techniques, and recognising the need for flexible and adaptable approaches to teaching and learning. Students also evolved and gained technological proficiency, adaptability, time management, soft skills, social media proficiency, and an awareness of health and well-being. Albeit uncertain in redefining the new normal, universities continue to provide quality education. However, exactly how university education should be delivered to a new breed of students in a new business environment is a challenge. This is even more so in the case of executive MBA students. After the hard lockdown and restrictions were lifted on 21 September 2020, the North-West University Business School started to explore other modes of academic content delivery. Reinstating a full contact delivery mode was not an option because of remaining restrictions. High technological investment, online-educated lecturers and students, and benefits and developments during online learning now form a new normal for the Business School. Which teaching method, or rather, which mode of delivery, is the most relevant and adequate? Should the MBA lectures return to the historic full-contact delivery mode, stick with the newly established full online mode, or attempt to integrate the benefits of both into a hybrid mode of delivering business education to a new breed of technology-savvy students? This study, therefore, examines the academic performance of the different delivery modes by comparing data of Executive MBA Marketing management students at the NWU Business School in South Africa. The study examines the academic performance of these students from 2017 up to 2023. The panel database consists of Executive MBA students'marks for the module in Marketing Management from 2017 up to 2023. The database contains marks for individual assignments, groupwork case studies, final individual- and groupwork marks, exam marks and the final module mark. The final assessment is a portfolio of evidence comprising a detailed marketing plan for a product, service, or organisation of choice. The mode of delivery served as the dependent variable, while the independent variables comprised the marks for each assignment (groupwork, individual and portfolio of evidence). Three delivery modes were compared, namely full-contact (2017-2019), full-online (2020-2021), and the post-pandemic hybrid mode currently in effect (2022-2023). The data comprised 630 cases. However, the analysis of variance (ANOVA) used 532 cases to compare the different groupwork assignments (230 full-contact students, 159 full-online students, and 143 hybrid students). Cronbach's alpha coefficient measured the data's reliability, and one-way ANOVA determined significant differences (p<.05) between the academic performance of the three delivery modes. The analysis confirmed that significant differences exist between the modes of delivery for individual assignments, group case studies and exams (p<.05). The Tukey ab post-hoc tests showed that students performed significantly better during the hybrid delivery mode in individual assignments (69.2%) than full contact (63.8%). Regarding the individual assignment, the full online (63.8%) and full contact (63.7%) delivery modes perform significantly worse than the hybrid (69.2%) delivery mode. Regarding the first group case study (Group Assignment 1), full online performs (67.3%) significantly worse than hybrid (71.1%) and full contact (73.6%) delivery modes. There is no significant difference between the hybrid and full contact delivery modes. In the second, third, and fourth group case studies (Group Assignments 2, 3 & 4), the hybrid delivery mode (82.37%, 75.4%, 82.7%) outperforms the full contact (75.4, 80.1%, 86.6%) and full-online (71.4%, 71.4%, 67.8%) modes. The hybrid delivery mode, therefore, proves to be more conducive towards academic performance in group work. Finally, in considering the final module mark, the hybrid delivery mode (71.0%) is significantly higher than the other two delivery modes. However, there is no significant difference between full online (67.5%) and full-contact (67.2%) delivery modes regarding the final module mark. Nevertheless, it is noteworthy that the better performance in the final module marks is a function of the groupwork where the students analysed case studies together. There are no significant differences in the exam marks between the delivery modes, so better academic performance in the hybrid mode of delivery where groupwork is concerned culminates in the better module mark. Based on the findings, it is evident that the hybrid mode of delivery results in the best academic performance. This observation is based on three reasons, namely 1) students performed better in both the normative and summative assessments during hybrid tuition; 2) there is continuous progressive learning throughout the semester regarding the group case studies (summative assessment). They learn to improve and hone their skills to analyse better and apply business solutions to real-life problems experienced by organisations. This is based on students' improving marks in the group case studies as they become more proficient in analysing and answering the applied case studies because they learn from each case study; and 3) the students perform better academically in their normative assessments and earn higher final module marks (partially due to reason 2). It is concluded that the hybrid delivery mode facilitates the academic performance of post-pandemic executive MBA Marketing management students. JEL KODES: I23, I21, M30

A constructive learning experience for postgraduate students is important for higher educational institutions, particularly in emerging markets such as South Africa. The context of the student and supervisor relationship, operating in an intensive service delivery system, is also vitally important in this context, in order to secure a positive and successful learning outcome for the student. This study's aim is to evaluate postgraduate students' learning experience in an intensive higher educational service delivery system. It places the student at the center of a service design and relationship marketing approach, and highlights several areas of exploration. The study adopted a qualitative approach. Several online interviews were conducted with masters and doctoral students. The data was collected online and analysed using inductive content analysis. The main results indicate that, overall, the students' experience and emotions were positive, but that the lecturer, as internal stakeholder in the service system, should receive more support. The contributions of this study are in the practical implementation of an improved service design experience, and the elimination of possible service gaps, to secure customer loyalty and effective service delivery.

Abstract Transfers, in the form of subsidies, are a government intervention aimed at boosting economic development. These are provided through various instruments that affect production and trade. The Organisation for Economic Co-operation and Development classifies these instruments into categories from most to least distorting. In its strategy of deregulating the world market, it encourages the use of the latter in agricultural policy. Nonetheless, the effect of this recommendation on the value of agricultural production has been poorly researched. This work assessed the relationship between the amounts of support in different agricultural policy instruments used and the value of the production of subsidized agricultural products (VpS) in Mexico, Brazil, and Chile during the period 1995-2020, through a multiple linear regression model with the stepwise backward elimination procedure. The results show that the transfer items that were relevant to explain the VpS in Mexico were: storage, marketing and other physical infrastructure, support based on area and number of animals, extension services, safety and inspection of agricultural products and institutional infrastructure (p< 0.05), in Brazil they were: research, market prices and education (p< 0.05) and in Chile they were: research, storage, marketing and other physical infrastructure, and farm restructuring (p< 0.05). It should be noted that all instruments with a significant effect on the VpS are classified as less distortive, except for the market price support present in Brazil.

Resumen Las transferencias, bajo la modalidad de subsidios, configuran una intervención gubernamental dirigida a impulsar el desarrollo económico. Estas se brindan a través de diversos instrumentos que inciden en la producción y el comercio. La organización para la cooperación y el desarrollo económicos clasifica estos instrumentos en categorías de mayor a menor distorsión. En su estrategia de desregulación del mercado mundial, incentiva el empleo de estos últimos en la política agrícola. Sin embargo, el efecto de esta recomendación sobre el valor de la producción agrícola ha sido escasamente investigado. Este trabajo evaluó la relación entre el monto de apoyo en diferentes instrumentos de política agrícola empleados y el valor de la producción de productos agrícolas subsidiados (VpS) en México, Brasil y Chile durante el periodo 1995-2020, a través de un modelo de regresión lineal múltiple con el procedimiento de eliminación etapa por etapa hacia atrás (stepwise backward). Los resultados muestran que los rubros de las transferencias que resultaron relevantes para explicar el VpS en México fueron: almacenamiento, mercadeo y otra infraestructura física, apoyos basados en superficie y número de animales, servicios de extensión, seguridad e inspección de productos agrícolas e infraestructura institucional (p< 0.05), en Brasil fueron: investigación, precios de mercado y educación (p< 0.05) y en Chile fueron: investigación, almacenamiento, mercadeo y otra infraestructura física y reestructuración de fincas (p< 0.05). Se debe destacar que todos los instrumentos con efecto significativo sobre el VpS están clasificados como menos distorsionantes, con excepción del apoyo a precios de mercado presente en Brasil.

Abstract SMEs are small and medium-sized enterprises that arise from an idea of marketing a product or service. The growth of these companies entails an increase in the complexity of their organization. From the increase in internal structure to the relationship with some external actors, such as regulatory and fiscal entities, it poses challenges for which adequate preparation is not always available or the most efficient path to address them is not clear. An example of this can be seen with the management of company assets, which is often rudimentary and there is no quantified notion of the criticality of assets for the SME’s business. Through an Asset Management Model, an SME can chart a path towards efficient use of its assets, avoiding unnecessary expenses in repairs, as well as problems that can affect business continuity. This better use of assets results in greater value to the SME’s business model. This technical note proposes a methodology for the implementation of Asset Management based on the INTE/ISO 55001 standard. The objective is to adapt the different steps for the early implementation of Asset Management Models that are common in large consolidated companies to small and medium-sized enterprises. This methodology was validated in a real case study in a medium-sized company in Costa Rica. The results not only showed the rudimentary asset management in SMEs but also the viability of implementing an Asset Management Model in early stages of SMEs.

Resumen Las Pymes son pequeñas y medianas empresas que nacen a partir de una idea de comercialización de un producto o servicio. El crecimiento de estas empresas conlleva un aumento en la complejidad de su organización. Desde el aumento de la estructura interna hasta la relación con algunos actores externos, como entes reguladores y fiscales, supone retos para los cuales no siempre se cuenta con la preparación adecuada o no se tiene claro el camino más eficiente para afrontarlos. Un ejemplo de esto se puede observar con la gestión de los activos de la empresa, el cual con frecuencia es rudimentario y no se tiene noción cuantificada de la criticidad de los activos para el negocio de la Pyme. A partir de un Modelo de Gestión de Activos una Pyme puede trazar una ruta hacia un aprovechamiento eficiente de sus activos, evitando gastos innecesarios en reparaciones, así como problemas que pueden afectar la continuidad del negocio. Este mejor aprovechamiento de los activos resulta en un mayor valor al modelo de negocio de la Pyme. La presente nota técnica plantea una metodología para la implementación de Gestión de Activos basada en la norma INTE/ISO 55001. El objetivo es la adaptación de los diferentes pasos para la implementación temprana de Modelos de Gestión de Activos que son usuales en empresas consolidadas de gran tamaño en pequeñas y medianas empresas. Dicha metodología fue validada en un caso de estudio real en una mediana empresa de Costa Rica. Los resultados no solo evidenciaron la gestión rudimentaria de activos en Pymes si no también la viabilidad de implementar un Modelo de Gestión de Activos en etapas tempranas de las Pymes.

Abstract This conceptual review explores and explains the influence of culture on tourism and hospitality activities from a service quality perspective. The study takes a dyadic perspective, i.e., by taking both marketing and management perspectives into account, particularly in investigating the influence of culture on tourism and hospitality activities on SERVQUAL dimensions of tangibles, reliability, responsiveness, assurance, and empathy. The study shows that culture influences the design and implementation of service quality dimensions and the knowledge of cultural variables may have a significant influence on the efficient and effective management of service quality systems.

Resumen Este artículo explora y explica la influencia de la cultura en las actividades turísticas y hoteleras desde una perspectiva de calidad del servicio. El estudio adopta una perspectiva diádica, es decir, teniendo en cuenta las perspectivas de marketing y gestión, investiga en particular la influencia de la cultura en las actividades turísticas y hoteleras en las dimensiones de SERVQUAL de bienes tangibles, confiabilidad, capacidad de respuesta, seguridad y empatía. El estudio muestra que la cultura influye en el diseño e implementación de las dimensiones de la calidad del servicio y el conocimiento de las variables culturales puede tener una influencia significativa en la gestión eficiente y efectiva de los sistemas de calidad del servicio.

Abstract This study aims to determine the effect of consumers' flow experience on their intention to reuse mobile navigation apps and reveal the mediating role of location-based mobile service quality in this effect. Data were collected through an online survey of 513 respondents who were actively using mobile navigation apps and analyzed using structural equation modeling and mediation analysis. The results reveal that flow experience affects the intention to reuse mobile navigation apps and that location-based mobile service quality mediates this effect. When the mediating role of location-based service quality was tested, the direct effect of flow experience on reuse intention became insignificant. Information, reliability, and design quality are the most significant dimensions of location-based service quality. Considering the limited number of studies on mobile navigation services, particularly user behavior, this study contributes substantially to services marketing literature. In addition, this study provides insights for practitioners on how to design service proposals and the realization processes of mobile navigation apps.

Resumo Este estudo visa determinar o efeito da experiência de flow dos consumidores na intenção de reutilizar apps de navegação móvel e revelar o papel mediador da qualidade do serviço móvel baseado na localização. Os dados foram recolhidos através de um inquérito em linha a 513 inquiridos que utilizavam ativamente apps de navegação móvel e analisados através de modelação de equações estruturais eanálisede mediação. Demonstrou-se queaexperiência de flow afecta a intenção de reutilizar apps de navegação e que a qualidade do serviço móvel baseado na localização é mediadora deste efeito. Quando o papel mediador da qualidade do serviço baseado na localização foi testado, o efeito direto da experiência de flow na intenção de reutilização tornou-se insignificante. A informação, a fiabilidade e a qualidade do design são as dimensões mais significativas da qualidade dos serviços baseados na localização. Este estudo contribui substancialmente para a literatura sobre marketing de serviços. Fornece, também, informações aos profissionais sobre a forma de conceber propostas de serviços e os processos de realização de apps de navegação móvel.

Abstract Paper aims To analyze the consumers intention to buy in commerce and services in the neighborhood, using the Theory of Planned Behavior (TPB) as a theoretical basis, analyzing the Attitude, the Subjective Norm, the Perceived Behavioral Control, and expanding the TPB through the influence on the Attitude of the Moral Attitude, Empathic Concern and the Impact of Covid-19. Originality There are no studies on consumer buying behavior in commerce and neighborhood services in emerging countries, nor with this combination in the conceptual structure - TBP, Empathic Concern, Moral Attitude and the Impact of Covid-19. Research method Data were collected from respondents, and analysis was performed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). Main findings The results indicate that the consumer's attitude towards buying in the neighborhood's commerce and services was positively and significantly influenced by the Moral Attitude and Impact of Covid-19 but not by Empathic Concern. Attitude, Subjective Norm, and Perceived Behavioral Control positively and significantly influence the intention to buy in neighborhood commerce and services. Implications for theory and practice As a theoretical implication, the conceptual model extends the TBP, adding the dimensions of Empathic Concern, Moral Attitude, and the Impact of Covid-19 on Attitude. In practice, the study can help store managers, retailers, and marketing professionals in the sector incorporate specific actions to reach potential consumers and improve their results. (TPB basis Norm Covid19. Covid19 Covid 19. 19 countries TBP respondents PLSSEM. PLSSEM PLS SEM . (PLS-SEM) s neighborhoods Covid-1 implication managers retailers Covid1 1 (PLS-SEM Covid-

ABSTRACT The COVID-19 pandemic imposed many market changes, driven partially by new consumer needs. In the electronic commerce field, changes occurred in parallel to an upsurge in demand, directly impacting logistics service quality. Within that context, this paper seeks a way of assessing the quality of e-commerce logistics, based on end-customer perceptions at the close of the purchasing cycle. The objective is thus to develop a mathematical model based on the artificial intelligence precepts that can interpret qualitative expressions captured through a questionnaire. Such values form partial indexes and the E-Commerce Logistics Quality Index (IQLE). After processing 180 records, it was noted that three of the seven analyzed attributes scored below 5.0, denoting some concern, but also opening up opportunities for improvement and the development of marketing solutions. COVID19 COVID 19 COVID-1 needs field demand context ecommerce e endcustomer end customer cycle questionnaire ECommerce E Commerce IQLE. IQLE . (IQLE) 18 records 50 5 0 5.0 concern solutions COVID1 1 COVID- (IQLE 5.

RESUMO É fato que com a pandemia da COVID-19 ocorreram muitas mudanças de mercado, em parte, impulsionadas pelas novas necessidades dos consumidores. No âmbito do comércio eletrônico, as mudanças aconteceram em paralelo com o aumento rápido de demanda, impactando diretamente na qualidade do serviço logístico prestado. É nesse contexto que este artigo busca desenvolver uma forma de avaliar a qualidade da logística do e-commerce, baseando-se na percepção do cliente final ao final do ciclo do pedido. Para tanto, objetiva-se desenvolver um modelo matemático, baseando-se nos preceitos da inteligência artificial, que possa interpretar expressões qualitativas, capturadas por intermédio de questionário, transformando-as em valores quantitativos, passíveis de análise no mundo real. Tais valores formam índices parciais e o IQLE (Índice da Qualidade da Logística do E-commerce). Após o processamento de 180 registros, observou-se que dos sete atributos analisados, três deles redundaram em nota abaixo de 5,0, denotando certa preocupação, mas oportunidade de melhora e desenvolvimento de soluções mercadológicas. COVID19 COVID 19 COVID-1 mercado parte consumidores eletrônico demanda prestado ecommerce, ecommerce commerce, commerce e-commerce baseandose baseando se pedido tanto objetivase objetiva matemático artificial qualitativas questionário transformandoas transformando quantitativos real Índice Ecommerce. Ecommerce E . E-commerce) 18 registros observouse observou analisados 50 5 0 5,0 preocupação mercadológicas COVID1 1 COVID- E-commerce 5,

Resumen En los últimos años, BRK, importante empresa privada de saneamiento básico en Brasil, ha experimentado una rápida transformación digital, priorizando la experiencia del cliente. Se han logrado varios avances, como la implementación del canal WhatsApp, la consolidación de las agencias digitales ‘Mi BRK’ y la innovación con el lanzamiento de un nuevo formato de agencia híbrida, integrando tanto ambientes físicos como digitales. Sin embargo, la empresa enfrenta el dilema de cómo seguir invirtiendo en transformación digital y consolidar la centralidad del cliente. El caso está escrito desde la perspectiva de la gerente de relaciones con clientes y discute cómo es posible situar y mantener al consumidor en el centro de atención en un sector de Utilidades donde esta práctica es inusual. El caso fue diseñado para estudiantes de pregrado y posgrado en cursos de gestión y marketing, específicamente para cursos en marketing de servicios, experiencia del consumidor o gestión de ventas. años BRK Brasil cliente avances WhatsApp Mi híbrida embargo inusual servicios ventas

Abstract In recent years, BRK, one of the largest private basic sanitation companies in Brazil, has undergone a rapid digital transformation, prioritizing the customer experience. Several advancements have been achieved, such as the implementation of the WhatsApp channel, the consolidation of the digital agencies ‘My BRK’, and the innovation through the launch of a new hybrid agency format, integrating both physical and digital environments. However, the company faces the dilemma of how to continue investing in digital transformation and solidify the centrality of the customer. The case is written from the perspective of the customer relationship manager and discusses how it’s possible to place and keep the consumer at the forefront in a Utilities sector where this practice is unusual. The case was designed for undergraduate and postgraduate students in management and marketing courses, specifically for courses in service marketing, consumer experience, or sales management. years BRK Brazil experience achieved channel My , BRK’ format environments However its it s unusual

Resumo Nos últimos anos, a BRK, uma das maiores empresas privadas de saneamento no Brasil, passou por um processo acelerado de transformação digital, priorizando a experiência do cliente. Diversos avanços foram obtidos, como a implementação do canal de WhatsApp, a consolidação das agências digitais Minha BRK e o lançamento de um novo formato de agência híbrida, integrando os ambientes físico e digital. No entanto, a organização enfrenta o dilema de como continuar investindo na transformação digital e consolidar a centralidade do cliente. O caso é escrito sob a perspectiva da gerente de relacionamento com clientes e traz uma discussão sobre como é possível colocar e manter o consumidor no centro das atenções num segmento de utilidades, no qual essa prática é atípica. Ele foi elaborado pensando em alunos de graduação e pós-graduação em cursos de gestão e marketing, para as disciplinas de marketing de serviços, experiência do consumidor ou gestão de vendas. anos Brasil cliente obtidos WhatsApp híbrida entanto utilidades atípica pósgraduação pós serviços vendas

ABSTRACT Objective: the digital lending platform is a significant and innovative business concept in the field of financial technology. It creates a direct connection between lenders and borrowers. Scientists studied the technique by which digital lending companies use leverage. This study proposes an updated technology acceptance model (TAM) to investigate the factors influencing consumer adoption of digital lending platforms. More specifically, it examines how service quality and perceived threat influence trust development. Methods: this study employs structural equation modeling (SEM) to investigate the potential links between the underlying variables. Results: the study found that customers’ attitudes toward adoption of digital lending platforms are highly influenced by trust, perceived value, and perceived ease of use. The quality of service has a considerable impact on consumers’ perceptions of risk while using digital lending services. The generated model corresponds to the findings of previous studies. Conclusions: the findings of the continuing research are important for optimizing platform marketing strategies and translating strategic goals into concrete activities. To improve future research, we recommend integrating more variables to have a more comprehensive understanding of the adoption intentions of digital lending platforms. Objective borrowers leverage TAM (TAM specifically development Methods SEM (SEM Results customers value consumers services studies Conclusions activities

ABSTRACT This research analyzes the improvement of the health service through applications for the patient through the personal digital space My Health, which allows citizens to have their health information and other services online to improve the patient -doctor relationship. A case study was carried out at Sant Llorenç de Viladecans hospital, focused on My Health application, whose function is, precisely, to improve promotion strategies to address aspects such as the expectations, needs or client characteristics. The results showed that Mi Salud App improves the patient satisfaction rate; older users tend to use the application more, despite a certain lack of knowledge about the app, and the use of private data is a secondary issue for them. Generally, it is concluded that this type of tools is effective in achieving such objectives, so it is advisable to delve into their use to streamline and to improve services.

RESUMEN En esta investigación se analiza la mejora del servicio de la salud mediante aplicaciones para el paciente, a través del espacio digital personal Mi Salud, que permite a la ciudadanía disponer de su información de salud y de otros servicios en línea para mejorar la relación médico-paciente. Se realizó un estudio de caso en el hospital Sant Llorenç de Viladecans, focalizado en la aplicación Mi Salud, cuya función es, precisamente, mejorar las estrategias de promoción para abordar aspectos como las expectativas, necesidades o características de los clientes. Los resultados mostraron que Mi Salud mejora el índice de satisfacción de los pacientes; que los usuarios de más edad tienden a utilizar más la aplicación, pese a cierto desconocimiento sobre la app, y que el uso de los datos privados es una cuestión secundaria para estos. De manera global se concluye que este tipo de herramientas son eficaces para la consecución de tales objetivos, por lo que resulta recomendable ahondar en su uso para la agilización y mejora de los servicios.

Se analizan las dinámicas de la regionalización en municipios rurales remotos y las posibles implicaciones de las brechas de la atención en la comercialización de la salud. Se trata de un estudio de caso múltiple, con enfoque cualitativo, que realizó 76 entrevistas semiestructuradas a los gestores del municipio, de la región y del estado. Los resultados mostraron que, principalmente en los estados de la Región Norte, el diseño regional no reflejó la dinámica social de las poblaciones y creó flujos inadecuados y rutas indeseables. La agenda política municipal frecuentemente priorizó intereses dispares a la regionalización y los temas de ruralidad no movilizaron a los gestores para construir una planificación regional específica. Las enmiendas parlamentarias fueron esenciales para invertir en sanidad, y los gestores señalaron las relaciones clientelares para obtener estos recursos, muchas veces condicionadas por el alineamiento político-ideológico. La escasez de servicios públicos favoreció la dependencia del sector privado y la comercialización de la salud en diferentes situaciones. Las grandes distancias y la falta de servicios públicos en las cercanías de municipios rurales remotos hicieron que la oferta del Sistema Único de Salud local dependiera eminentemente del contrato con proveedores privados que negociaban al por menor o mediante paquetes de servicios. Finalmente, ante las necesidades no cumplidas y las brechas de atención, en los municipios rurales remotos, los agentes del mercado de la salud (empresas proveedoras de insumos, consultorías, profesionales de la salud y servicios de transporte) ocuparon las brechas en la prestación pública mediante muchas veces el control de los precios, de la oferta y de la disponibilidad de los servicios.

This article analyzed the dynamics of regionalization in municipalities within hinterlands and the possible implications of gaps in care for the marketing of health. This is a multiple case study with a qualitative approach, involving 76 semi-structured interviews with municipal, regional, and state managers. The results show that, particularly in the Northern states, the regional scheme did not reflect the social dynamics of the populations and created inadequate flows and unwanted routes. The municipal political agenda often prioritized interests other than that of regionalization, and rural problems did not mobilize managers to build specific regional planning. Parliamentary amendments were essential for investment in healthcare and the managers pointed to clientelistic relationships to obtain such resources, often conditioned by political-ideological alignment. The scarcity of public services favored dependence on the private sector and the commercialization of health in different situations. The great distances and the lack of public services in municipalities in the hinterland made the local public health system offer eminently dependent on contracts with private providers who negotiated on a retail basis or via service packages. Lastly, in the wake of unmet needs and gaps in care in remote rural municipalities, players in the healthcare market ₋ companies supplying inputs, consultants, healthcare professionals, and transportation services ₋ filled the gaps in public provision, sometimes controlling prices, supply and availability of services.

Analisam-se a dinâmica da regionalização em municípios rurais remotos e as possíveis implicações dos vazios assistenciais na comercialização da saúde. Trata-se de um estudo de casos múltiplos, com abordagem qualitativa, por meio de 76 entrevistas semiestruturadas com gestores municipais, regionais e estaduais. Os resultados revelam que, particularmente nos estados da Região Norte, o desenho regional não repercutia a dinâmica social das populações e criava fluxos inadequados e rotas indesejadas. A agenda política municipal priorizava, muitas vezes, interesses díspares à regionalização e as questões da ruralidade não mobilizavam os gestores para a construção de um planejamento regional específico. Emendas parlamentares ocupavam um lugar imprescindível para o investimento em saúde e os gestores apontaram relações clientelistas para obter tais recursos, condicionada e corriqueiramente, pelo alinhamento político-ideológico. A escassez de serviços públicos favorecia a dependência do setor privado e a comercialização da saúde em diferentes situações. As grandes distâncias e a ausência de serviços públicos nas proximidades dos municípios rurais remotos tornavam a oferta do Sistema Único de Saúde (SUS) local eminentemente dependente do contrato com prestadores privados que negociavam no varejo ou por meio de pacotes de serviços. Por fim, na esteira das necessidades não atendidas e dos vazios assistenciais, nos municípios rurais remotos, agentes do mercado da saúde - empresas de fornecimento de insumos, consultorias, profissionais de saúde e serviços de transporte - ocupavam as brechas da provisão pública, algumas vezes controlando preços, oferta e disponibilidade dos serviços.

Analisam-se a dinâmica da regionalização em municípios rurais remotos e as possíveis implicações dos vazios assistenciais na comercialização da saúde. Trata-se de um estudo de casos múltiplos, com abordagem qualitativa, por meio de 76 entrevistas semiestruturadas com gestores municipais, regionais e estaduais. Os resultados revelam que, particularmente nos estados da Região Norte, o desenho regional não repercutia a dinâmica social das populações e criava fluxos inadequados e rotas indesejadas. A agenda política municipal priorizava, muitas vezes, interesses díspares à regionalização e as questões da ruralidade não mobilizavam os gestores para a construção de um planejamento regional específico. Emendas parlamentares ocupavam um lugar imprescindível para o investimento em saúde e os gestores apontaram relações clientelistas para obter tais recursos, condicionada e corriqueiramente, pelo alinhamento político-ideológico. A escassez de serviços públicos favorecia a dependência do setor privado e a comercialização da saúde em diferentes situações. As grandes distâncias e a ausência de serviços públicos nas proximidades dos municípios rurais remotos tornavam a oferta do Sistema Único de Saúde (SUS) local eminentemente dependente do contrato com prestadores privados que negociavam no varejo ou por meio de pacotes de serviços. Por fim, na esteira das necessidades não atendidas e dos vazios assistenciais, nos municípios rurais remotos, agentes do mercado da saúde - empresas de fornecimento de insumos, consultorias, profissionais de saúde e serviços de transporte - ocupavam as brechas da provisão pública, algumas vezes controlando preços, oferta e disponibilidade dos serviços. Analisamse Analisam se Tratase Trata múltiplos qualitativa 7 municipais estaduais Norte indesejadas priorizava específico recursos corriqueiramente políticoideológico. políticoideológico político ideológico. ideológico político-ideológico situações SUS (SUS fim insumos consultorias pública preços

Se analizan las dinámicas de la regionalización en municipios rurales remotos y las posibles implicaciones de las brechas de la atención en la comercialización de la salud. Se trata de un estudio de caso múltiple, con enfoque cualitativo, que realizó 76 entrevistas semiestructuradas a los gestores del municipio, de la región y del estado. Los resultados mostraron que, principalmente en los estados de la Región Norte, el diseño regional no reflejó la dinámica social de las poblaciones y creó flujos inadecuados y rutas indeseables. La agenda política municipal frecuentemente priorizó intereses dispares a la regionalización y los temas de ruralidad no movilizaron a los gestores para construir una planificación regional específica. Las enmiendas parlamentarias fueron esenciales para invertir en sanidad, y los gestores señalaron las relaciones clientelares para obtener estos recursos, muchas veces condicionadas por el alineamiento político-ideológico. La escasez de servicios públicos favoreció la dependencia del sector privado y la comercialización de la salud en diferentes situaciones. Las grandes distancias y la falta de servicios públicos en las cercanías de municipios rurales remotos hicieron que la oferta del Sistema Único de Salud local dependiera eminentemente del contrato con proveedores privados que negociaban al por menor o mediante paquetes de servicios. Finalmente, ante las necesidades no cumplidas y las brechas de atención, en los municipios rurales remotos, los agentes del mercado de la salud (empresas proveedoras de insumos, consultorías, profesionales de la salud y servicios de transporte) ocuparon las brechas en la prestación pública mediante muchas veces el control de los precios, de la oferta y de la disponibilidad de los servicios. múltiple cualitativo 7 municipio estado Norte indeseables específica sanidad recursos políticoideológico. políticoideológico político ideológico. ideológico político-ideológico situaciones Finalmente empresas insumos consultorías transporte precios

This article analyzed the dynamics of regionalization in municipalities within hinterlands and the possible implications of gaps in care for the marketing of health. This is a multiple case study with a qualitative approach, involving 76 semi-structured interviews with municipal, regional, and state managers. The results show that, particularly in the Northern states, the regional scheme did not reflect the social dynamics of the populations and created inadequate flows and unwanted routes. The municipal political agenda often prioritized interests other than that of regionalization, and rural problems did not mobilize managers to build specific regional planning. Parliamentary amendments were essential for investment in healthcare and the managers pointed to clientelistic relationships to obtain such resources, often conditioned by political-ideological alignment. The scarcity of public services favored dependence on the private sector and the commercialization of health in different situations. The great distances and the lack of public services in municipalities in the hinterland made the local public health system offer eminently dependent on contracts with private providers who negotiated on a retail basis or via service packages. Lastly, in the wake of unmet needs and gaps in care in remote rural municipalities, players in the healthcare market ₋ companies supplying inputs, consultants, healthcare professionals, and transportation services ₋ filled the gaps in public provision, sometimes controlling prices, supply and availability of services. approach 7 semistructured semi structured states routes planning resources politicalideological ideological alignment situations packages Lastly inputs consultants professionals provision prices

Resumo O Grupo Raia Drogasil (RD) lidera com folga o mercado nacional de redes de farmácias, com faturamento anual superior a R$ 30,9 bilhões, lucro líquido ajustado superior a R$ 991 milhões. São 2.697 farmácias distribuídas em todos os estados brasileiros, mais de 47,5 milhões de clientes ativos e 53.039 empregos diretos gerados. O grupo aposta na transformação digital para fidelizar clientes. Assim, este caso explora dilemas da Raia Drogasil referentes a um potencial paradoxo: reunir esforços para obter maior aproximação e personalização no atendimento a clientes e, ao mesmo tempo, buscar explorar oportunidades nos relacionamentos digitais. O caso tem o propósito de estimular os alunos a se colocarem no lugar do CEO do Grupo Raia Drogasil, Marcilio Pousada, bem como no de sua equipe, de forma que possam tomar decisões estratégicas para ampliar a fidelidade dos clientes da atual líder do varejo farmacêutico brasileiro. Este caso foi desenhado principalmente no âmbito de disciplinas de Marketing e Estratégia, abordando a trajetória da RD até o presente momento, bem como suas perspectivas de futuro diante da possibilidade de maior digitalização para o negócio. O presente caso pode ser trabalhado com alunos de graduação, pós-graduação e educação executiva, especialmente nas áreas de Administração e Ciências Sociais Aplicadas. (RD R 309 30 9 30, bilhões 99 2697 2 697 2.69 brasileiros 475 47 5 47, 53039 53 039 53.03 gerados Assim paradoxo tempo digitais Pousada equipe brasileiro Estratégia momento negócio graduação pósgraduação pós executiva Aplicadas 3 269 69 2.6 4 5303 03 53.0 26 6 2. 530 0 53.

Resumen El Grupo Raia Drogasil (RD) lidera ampliamente el mercado nacional de cadenas de farmacias, con ingresos anuales superiores a R$ 30,9 mil millones y utilidad neta ajustada superior a R$ 991 millones. Son 2.697 farmacias distribuidas en todos los estados brasileños, más de 47,5 millones de clientes activos y 53.039 empleos directos generados. El grupo apuesta por la transformación digital para fidelizar a los clientes. Ante este contexto, este caso explora los dilemas del grupo relacionados con una potencial paradoja: aunar esfuerzos para obtener una mayor aproximación y personalización en la atención al cliente y, al mismo tiempo, explorar oportunidades en las relaciones digitales. El objetivo del caso es incentivar a los estudiantes a ponerse en el lugar del CEO del Grupo Raia Drogasil, Marcilio Pousada, y su equipo, para que puedan tomar decisiones estratégicas para aumentar la fidelidad de los clientes del actual líder en el comercio minorista farmacéutico brasileño. Este caso fue diseñado principalmente en el ámbito de las disciplinas de Marketing y Estrategia, aborda la trayectoria de RD hasta el momento actual y sus perspectivas futuras ante la posibilidad de una mayor digitalización de los negocios, y puede ser trabajado con estudiantes de grado, posgrado y educación ejecutiva, especialmente en las áreas de Administración y Ciencias Sociales Aplicadas. (RD R 309 30 9 30, 99 2697 2 697 2.69 brasileños 475 47 5 47, 53039 53 039 53.03 generados contexto paradoja tiempo digitales Pousada equipo brasileño Estrategia negocios grado ejecutiva Aplicadas 3 269 69 2.6 4 5303 03 53.0 26 6 2. 530 0 53.

Abstract The Raia Drogasil Group (RD) is the leader in the national retail pharmacy market, with annual revenues of more than BRL30.9 billion and adjusted net income of more than BRL 991 million. There are 2,697 pharmacies distributed in all Brazilian states, more than 47.5 million active customers and more than 53,039 direct jobs generated. The group is committed to digital transformation to retain customers. Given this context, this case explores the group’s dilemmas related to a potential paradox: joining efforts to obtain greater approximation and personalization in customer service and simultaneously seeking to explore opportunities in digital relationships. The purpose of the case is to encourage students to put themselves in the shoes of the CEO of the Raia Drogasil Group, Marcilio Pousada, and his team so that they can make strategic decisions to increase customer loyalty for the current leader in Brazilian retail pharmacy market. This case was designed mainly within the scope of marketing and strategy disciplines and works with the trajectory of RD up to the present moment and with its future perspectives in view of the possibility of greater digitalization for the business. It can be worked with undergraduate, graduate, and executive education students, especially in the areas of administration and applied social sciences. (RD market BRL309 BRL30 9 BRL30. 99 2697 2 697 2,69 states 475 47 5 47. 53039 53 039 53,03 generated context groups s paradox relationships Pousada business undergraduate graduate sciences BRL3 269 69 2,6 4 5303 03 53,0 26 6 2, 530 0 53,