Research

Main lines of research

  1. Consumer behavior.
  2. Commercial distribution and logistics management.
  3. Communication and application of new technologies.
  4. Tourism marketing. 

Supervision of PhD Dissertations

  • Carranza Vallejo, R. (2018). Calidad del servicio, lealtad y uso de cupones online en restaurantes de comida rápida (English translation: Quality of service, loyalty and use of online coupons in fast food restaurants). Co-supervised with Dr. David Martín-Consuegra Navarro. Grade: Outstanding cum laude
  • Alnawafleh, Hamza Subhi Mohammad (PhD in progress). Smart technologies and travel experience. Co-supervised with Dr. David Martín-Consuegra Navarro. 
  • Gutiérrez González, Juan Diego (PhD in progress). Análisis de diferentes técnicas en el tratamiento de la fascitis plantar. Determinación de sus efectos en la satisfacción del paciente. (English translation: Analysis of different techniques in the treatment of plantar fasciitis. Determination of their effects on patient satisfaction). Co-supervised with Dra. Cristina Romero Blanco. 

Research stays

Pre-doctorate. Visiting scholar. Centre: Business School, Bournemouth University (United Kingdom), Department of Business Administration. Supervisor: Dra. Christina Koutra. Duration: 6 months (01.12.2010-07.12.2010). Research topic: Internet and perceived cannibalization

Post-doctoral. Visiting scholar. Centre: Robins School of Business, University of Richmond (United States), Department of Marketing. Supervisor: Dr. Thomas Cossé and Kent Monroe. Duration: 6 months (02.01.2013-07.31.2013). Research topic: Service cannibalization and its influence on service sabotage. 

Post-doctoral. Visiting scholar. Centre: Fowler College of Business, San Diego State University (United States), Department of Marketing. Supervisor: Dr. George E. Belch. Duration: 6 months (01.02.2017-06.30.2017). Research topic: Digital revolution and its effects on consumers and organizations.  

Post-doctoral. Visiting scholar. Centre: Fowler College of Business, San Diego State University (United States), Department of Marketing. Supervisor: Dr. George E. Belch. Duration: 24 months (07.01.2019-07.01.2021). Research topic: Smart tourism challenges. The effects of digital revolution on consumer experience and business competitiveness.  

Books and chapter books

Díaz, E., Martín-Consuegra, D., Esteban, A., & Blázquez, J.J. (2009). European tourist destinations in internet search engines: a comparison. In A. Fyall, M. Kozak, L. Andreu, J. Gnoth, & S.S. Lebe (Eds.) Marketing Innovations for Sustainable Destinations. Oxford: Goodfellow Publishers Limited. ISBN: 978-1-906884-05-5. 

Díaz, E. (2013). Diseño y gestión de servicios (English translation: Design and management of services). In A. Esteban & C. Lorenzo (Eds.) Dirección Comercial. Madrid: Editorial ESIC. ISBN: 978-84-7356-891-3. 

Díaz, E., & Martín-Consuegra (2014). Técnicas de análisis de datos (English translation: Data analysis techniques). In A. Esteban, & A. Molina (Eds.) Investigación de Mercados. Madrid: Editorial ESIC. ISBN: 978-84-7356-987-3. 

Díaz, E. (2015). El comportamiento de compra del consumidor (English translation: Consumer’s purchasing behavior). In A. Esteban, & J.A. Mondéjar (Eds.) Fundamentos de Marketing (second edition). Madrid: Editorial ESIC. ISBN: 978-84-7356-891-3. 

Díaz, E. (2017). Análisis del Uso de Redes Sociales como Estrategia de Comunicación y Marketing Relacional por Empresas de Castilla-La Mancha. (English translation: Analysis of the Use of Social Networks as a Communication and Relationship Marketing Strategy by Companies in Castilla-La Mancha). Toledo: Ediciones Parlamentarias de Castilla-La Mancha. ISBN: 978-84-691-2594-6.

Díaz, E., Martín-Consuegra, D., Molina, A., Carranza, R., & Gómez M.M. (2018). Impacto de las tecnologías inteligentes en la distribución de servicios turísticos (English translation: Impact of smart technologies on the distribution of tourism services). In J.A. Trespalacios, R. Vázquez, E. Estrada, & C. González (Eds.) Nuevos Horizontes del Marketing y de la Distribución Comercial. Oviedo: Cátedra Fundación Ramón Areces de Distribución Comercial. ISBN: 978-84-8367-622-6. 

Most important academic papers

Molina, A., Martín-Consuegra, D., Esteban, A., & Díaz, E. (2007). Segmentación de la demanda turística: Un análisis aplicado a un destino de turismo cultural (English translation: Tourism demand segmentation: An analysis applied to a cultural tourism destination). Journal of Tourism AnalysisRevista de Análisis Turístico, 4 (2), 36-48.

Martín-Consuegra, D., Millán, A., Díaz, E., & Ko, E. (2010). The effects of price salience on consumer perception and purchase intentions. Journal of Global Academy of Marketing Science, 20(2), 149-163.

Millán, A., Díaz, E., & Esteban, A. (2010). Satisfacción de la demanda turística en Castilla-La Mancha (English translation: Tourist demand satisfaction in Castilla-La Mancha). Journal of Tourism AnalysisRevista de Análisis Turístico, 9 (1), 42-54.

Díaz, E., Martín-Consuegra, D. & Esteban, A. (2011). Consumer loyalty in mobile telephony. African of Journal of Business Management, 5(33), 12715-12727. 

Millán, A., García, J.A., & Díaz, E. (2012). Measuring factors that influence a visit with a movie map: An empirical analysis of a surrealist cult film. European Journal of Tourism, Hospitality and Recreation, 3(2), 57-76.

Díaz, E., Blázquez, J.J., & Martín-Consuegra, D. (2012). European tourist destinations on the internet search engines. European Journal of Tourism Research, 5(2), 171-175. 

Díaz, E., Blázquez, J.J., Molina, A., & Martín-Consuegra, D. (2013). Are the non-governmental organizations’ web sites effective? Qualitative Market Research: An International Journal, 16(4), 370-392.

Díaz, E., & Koutra, C. (2013). Evaluation of the persuasive features of hotel chain websites: A latent class segmentation analysis. International Journal of Hospitality Management, 34 338-347. 

Millán, A. & Díaz, E. (2014). Analysis of consumers’ response to brand community integration and brand identification. Journal of Brand Management, 21(3), 254-272. 

Koutra, C., Papalakis, S., & Díaz, E. (2014). Sociability and social interaction within the “Second life” environment: an electronic ethnographic study. Computing and Information Systems, 18(2), 1-17.

Zhang, J., Song, X., & Díaz, E. (2014). Buffer sizing of critical chain based on attribute optimization. Concurrent Engineering Research and Applications, 22(3), 253-264. 

Díaz, E., Martín-Consuegra, D., & Esteban, A. (2015). Perceptions of service cannibalization: The moderating effect of the type of travel agency. Tourism Management, 48, 329-342. 

Zhang, J., Shi, R., & Díaz, E. (2015). Dynamic monitoring and control of software project effort based on an effort buffer. Journal of the Operational Research Society, 66(9), 1555-1565.

Díaz, E., Martín-Consuegra, D., & Esteban, A. (2015). Is ICT good for employees? An analysis of its effects on sales agents’ perceptions of service cannibalization. Computers in Human Behavior, 51(1), 263, 271. 

Zhang, J., Jia, S., & Díaz, E. (2015). A new buffer sizing approach based on the uncertainty of project activities. Concurrent Engineering Research and Applications, 23(1), 3-12. 

Millán, A., García, J.A., & Díaz, E. (2016). Film-induced tourism: A latent class segmentation based on satisfaction and future intentions. Revista de Turismo y Patrimonio Cultural (PASOS), 14(4), 875-888.  

Zhang, J., Song, X., & Díaz, E. (2016). Project buffer sizing of a critical chain based on comprehensive resource tightness. European Journal of Operational Research, 248 (1), 174-182. 

Díaz, E., Martín-Consuegra, D., & Estelami, H. (2016). A persuasive-based latent class segmentation analysis of luxury brand websites. Electronic Commerce Research, 16(3), 401-424. 

Díaz, E., & Martín-Consuegra, D. (2016). A latent class segmentation analysis of airlines based on website evaluation. Journal of Air Transport Management, 55(1), 20-40. 

Zhang, J., Song, X., & Díaz, E. (2016). Critical chain project buffer sizing based on resource constraints. International Journal of Production Research, 55(3), 671-683. 

Gómez, M., Martín-Consuegra, D., Díaz, E., & Molina, A. (2017). Determinants and outcomes of price premium and loyalty: A food case study. Journal of Consumer Behavior, 17(1), 64-74. 

Díaz, E., Gómez, M., Martín-Consuegra, D., & Molina, A. (2017). The effects of perceived satisfaction with service recovery efforts: A study in a hotel setting. E&M Economics & Management, 20(4), 203-218. 

Díaz, E., Martín-Consuegra, D., & Esteban, A. (2017). Sales agents versus the internet: Understanding service sabotage based on the conservation of resources theory. Internet Research, 27(4), 858-884. 

Díaz, E., Martín-Consuegra, D., & Esteban, A. (2018). The effect of new technologies on psychological consequences and risk perceptions of sales agents. Journal of Risk Research, 21(11), 1409-1429. 

Zhang, J., Jia, S., & Díaz, E. (2018) Dynamic monitoring and control of a critical chain Project based on phase buffer allocation. Journal of the Operational Research Society, 69(12), 1966-1977. 

Carranza, R., Díaz, E., & Martín-Consuegra, D. (2018). The influence of quality on satisfaction and customer loyalty with an importance-performance map analysis: Exploring the mediating role of trust. Journal of Hospitality and Tourism Technology, 9(3), 380-396.

Martín-Consuegra, D., Faraoni, M., Díaz, E., & Ranfagni, S. (2018). Exploring relationships between brand credibility, purchase intention and social media for fashion brands: A conditional mediation model. Journal of Global Fashion Marketing, 9(3), 237-251. 

Martín-Consuegra, D., Díaz, E., Gómez, M., & Molina, A. (2019). Examining consumer luxury brand-related behavior intentions in a social media context: The moderating role of hedonic and utilitarian motivations. Physiology & Behavior, 200, 104-110. 

Fernández-Ferrín, P., Bande, B., Galán-Ladero, M.M., Martín-Consuegra, D., Díaz, E., & Castro-González, S. (2019). Geographical indication food products and ethnocentric tendencies: The importance of proximity, tradition and ethnicity.  Journal of Cleaner Production, 241, 1-9. 

Fernández-Ferrín, P., Bande, B., Martín-Consuegra, D., Díaz, E., & Kastenholz, E. (2020). Sub-national consumer ethnocentrism and the importance of the origin of food products: an exploratory analysis. British Food Journal, 122 (3), 995-1010.

Communications in conferences

Blázquez, J.J., Esteban, Á., & Díaz, E. (2007). Relación entre eficacia publicitaria, conocimiento y tipo de publicidad: aplicación al medio internet (English translation: Relationship between advertising effectiveness, knowledge and type of advertising: application to the Internet). In Proceedings of the XVIII Spanish-Portuguese Conference on Scientific Management (pp. 2233-48). Logroño: University of La Rioja. 

Díaz, E., Martín-Consuegra, D., & Esteban, A. (2009). Participación de los principales destinos turísticos europeos en buscadores: Aplicación al ámbito español (Spanish translation: Participation of the main European tourist destinations in search engines: Application to the Spanish sphere). In Proceedings of the 23rd Annual Congress of European Academy of Management and Business Economics (pp. 180-181). Seville: University of Seville. 

Martín-Consuegra, D., Millán, A., Díaz, E., & Esteban, A. (2008). Efectos de la presentación del precio en la percepción el consumidor (English translation: Effects of price presentation on consumer perception). In Proceedings of XX National Conference of Marketing. Maspalomas (Gran Canaria): University of Las Palmas de Gran Canaria. 

Martín-Consuegra, D., Blázquez, J.J., Díaz, E., & Molina, A. (2008). Marketing social y organizaciones sin ánimo de lucro: un análisis aplicado de las principales ONGs internacionales (English translation: Social marketing and non-profit organisations: an applied analysis of the main international NGOs). In Proceedings of XX National Conference of Marketing. Maspalomas (Gran Canaria): University of Las Palmas de Gran Canaria. 

Díaz, E., Blázquez, J.J., Martín-Consuegra, D., & Esteban, A. (2009) Efectos de las estrategias de recuperación del servicio en la satisfacción, lealtad y recomendación (English translation: Effects of service recovery strategies on satisfaction, loyalty and recommendation). In Proceedings of XIX National Conference of the Spanish Academy of Management. Toledo: University of Castilla-La Mancha. 

Millán, A., Díaz, E., & Esteban, A. (2009). Satisfacción de la demanda turística en Castilla-La Mancha (English translation: Satisfaction of tourism demand in Castilla-La Mancha). In Proceedings of XIV Conference of the Spanish Society of Scientific Experts in Tourism. Gijón: Spanish Society of Scientific Experts in Tourism

Díaz, E., & Martín-Consuegra, D. (2010). Análisis de la efectividad del diseño de páginas web. Aplicación al sector de marcas de lujo (English translation: Analysis of the effectiveness of web site design. Application to the luxury brand sector). In Proceedings of XXII National Conference of Marketing. Oviedo: University of Oviedo. 

Martín-Consuegra, D., Díaz, E., & Millán, A. (2010). Google Online Marketing Challenge: la adopción y el uso de nuevas tecnologías como herramienta de aprendizaje (English translation: Google Online Marketing Challenge: the adoption and use of new technologies as a learning tool). In Proceedings of XXII National Conference of Marketing. Oviedo: University of Oviedo. 

Díaz, E. (2013) Canibalización del servicio en las agencias de viajes. Análisis de sus consecuencias en el empleado (English translation: Service cannibalization in travel agencies. Analysis of its consequences on the employee). In Proceedings XXV National Conference of Marketing. Barcelona: University of Barcelona. 

Díaz, E., Martín-Consuegra, D., & Esteban, A. (2014) ¿Cómo perciben la canibalización del servicio y adoptan nuevas tecnologías los agentes de ventas turísticos? (English translation: How do travel agents perceive the cannibalization of service and adopt new technologies?). In Proceedings of XXIV National Conference of Marketing. Castellón: University Jaume I. 

Díaz, E., Martín-Consuegra, D., Esteban, A., & Carranza, R. (2016). El efecto de la percepción de la canibalización de servicio en los agentes de ventas (English translation: The effect of perceived service cannibalization on sales agents). In Proceedings of XXX Annual Congress of European Academy of Management and Business Economics. Las Palmas de Gran Canaria: University of Las Palmas de Gran Canaria. 

Carranza, R., Díaz, E., & Martín-Consuegra, D. (2016). El couponing y las nuevas tecnologías: Efectos en el canje de cupones (English translation: Couponing and new technologies: Effects on coupon redemption). In Proceedings XXVIII National Conference of Marketing. León: University of León. 

Carranza, R., Díaz, E., & Martín-Consuegra, D. (2017) ¿Es posible conseguir la lealtad de los clientes de establecimientos de comida rápida? Una aproximación con PLS (English translation: Is it possible to obtain the loyalty of fast food establishment customers? An approach with PLS). In Proceedings XXIX International Conference of Marketing. Sevilla: University of Sevilla. 

Sánchez-Camacho, C., Martín-Consuegra, D., Díaz, E., & Fernández-Ferrín, P. (2017). Turismo musical: Influencia de las redes sociales en la intención de asistir a un festival (Music tourism: Influence of social networks on the intention to attend a festival). In Proceedings of XXVII National Conference of the Spanish Academy of Management. Aranjuez: University Rey Juan Carlos. 

Carranza, R., Díaz, E., Martín-Consuegra, D., & Ruiz, E. (2019). La aceptación de una nueva tecnología para el canje de cupones en establecimientos de hostelería (English translation: The acceptance of a new technology for the exchange of coupons in hospitality establishments). In Proceedings of XXIX Jornadas Hispano-Lusas de Gestión Científica. Emprendimiento, Estrategia y Conocimiento. Osuna (Sevilla): University of Osuna and University of Beira Interior. 

Fernández-Ferrín, P., Bande, B., Galán-Ladero, M.M., Martín-Consuegra, D., Díaz, E., & Castro, S. (2019). Actitudes de los consumidores hacia la proximidad, la tradición y la etnicidad de los productos alimenticios con indicación geográfica (English translation: Consumer attitudes towards proximity, tradition and ethnicity of GI food products). In Proceedings of XXXI International Conference of Marketing. Cáceres: University of Extremadura. 

Martín-Consuegra, D., Molina, A., Esteban, A., & Díaz, E. (2008). A study on the relationship of relational benefits, satisfaction and loyalty. In Proceedings Global Marketing Conference. Shanghai (China): Korean Academy of Marketing Science. 

Díaz, E., Martín-Consuegra, D., & Esteban, A. (2008). Evaluación de la eficacia de las páginas web: un análisis de contenido de las principales compañías aéreas (English translation: Evaluation of the effectiveness of websites: a content analysis of the main airlines). In Proceedings of XVII International Conference of the European Academy of Management and Business Economics (pp. 279-293). Salvador de Bahía (Brazil): University of Federal de Bahía and University of Santiago de Compostela. 

Díaz, E., Martín-Consuegra, D., Esteban, A., & Blázquez, J.J. (2009). European tourist destinations in internet search engines: a comparison. In Proceedings 3rd Advances in Tourism Marketing Conference (ATMC). Bournemouth (United Kingdom): Bournemouth University. 

Martín-Consuegra, D., Millán, A., Díaz, E., & Esteban, A. (2009). The effects of price salience on consumer perception and purchase intentions. In Proceedings 47th Annual Society for Marketing Advances Conference. New Orleans (United States): Society for Marketing Advances. 

Díaz, E., Martín-Consuegra, D., Blázquez, J.J., & Esteban, A. (2009). Buying behavior: The impulse and compulsive buying behavior. In Proceedings Behavioral Pricing Conference. Orlando (United States): UCF Rosen College of Hospitality Management and Fordham University. 

Díaz, E., Blázquez, J.J., Molina, A., & Martín-Consuegra, D. (2010). The effectiveness of non-governmental organizations’ websites. In Proceedings 2010 Global Marketing Conference. Tokyo (Japan): Korean Academy of Marketing Science and Society for Marketing Advances. 

Díaz, E., & Martín-Consuegra, D. (2010). Effectiveness of web design for luxury brands. In Proceedings 2010 Global Marketing Conference. Tokyo (Japan): Korean Academy of Marketing Science and Society for Marketing Advances. 

Blázquez, J.J., Esteban, A., Molina, A., & Díaz, E. (2011). Service- dominant logic in tourism: a practical model proposal for tourism destinations. In Proceedings Advances in Tourism Marketing Conference (ATMC). Maribor (Slovenia): Multidisciplinary Research Institute Maribor. 

Millán, A., García, J.A., & Díaz, E. (2011). Negative effects of promoting a destination based on a film route. The case of a surrealist cult film. In Proceedings V International Tourism Conference. Peniche (Portugal):School of Tourism and Maritime Technology. 

Martín-Consuegra, D., Molina, A., Gómez, M.M., & Díaz, E. (2011). The recovery paradox: an empirical analysis in the tourism industry. In Proceedings World Research Summit for Tourism and Hospitality. Hong Kong (China): The Hong Kong Polytechnic University. 

Martín-Consuegra, D., Molina, A., Gómez, M.M., & Díaz, E. (2011). The recovery paradox: an empirical analysis in the tourism industry. In Proceedings World Research Summit for Tourism and Hospitality. Hong Kong (China): The Hong Kong Polytechnic University. 

Molina, A., Martín-Consuegra, D., Gómez, M.M., & Díaz, E. (2012). Twitter as a learning tool: the use of social networks in distance learning. In Proceedings Frontiers of Distance Learning in Business Education Conference. New York (United States):Fordham University. 

Martín-Consuegra, Díaz, E., García, J.A., & Molina, A. (2012). Analyzing the Google Online Marketing Challenge as a learning tool. In Proceedings Frontiers of Distance Learning in Business Education Conference. New York (United States):Fordham University. 

Martín-Consuegra, D., Díaz, E., Molina, A., & Gómez, M.M. (2014). The recovery paradox in the hospitality industry: an empirical analysis. In Proceedings ICIEMC 2014-International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behavior. Aveiro (Portugal):Portuguese Institute of Marketing Management. 

Díaz, E., Martín-Consuegra, D., & Esteban, A. (2015). Service cannibalization: Moderation by type of travel organization. In Proceedings 44th European Marketing Academy Annual Conference (EMAC). Leuven (Belgium):KU Leuven. 

Díaz, E., Gómez, M.M., Martín-Consuegra, D., & Molina, A. (2015). Service cannibalization: the influence of multi-channel distribution on sales agents. In Proceedings 53rd Annual Society for Marketing Advances Conference. San Antonio (United States): Society for Marketing Advances.

Díaz, E., Martín-Consuegra, D., & Esteban, A. (2016). Persuasive web design for airline companies. In Proceedings of 45th European Marketing Academy Annual Conference (EMAC). Oslo (Norway):Norwegian Business School. 

Carranza, R., Díaz, E., & Martín-Consuegra, D. (2017). The complex relationship between quality, satisfaction, and loyalty: Emprirical results from fast-food restaurants using a PLS approach. In Proceedings 9th International Conference on PLS and Related Methods. Macao (China): Macau University of Science and Technology. 

Sánchez-Camacho, C., Martín-Consuegra, D., Díaz, E., Fernández-Ferrín, P., & Carranza, R. (2017). Social media in music tourism: an empirical approach. In Proceedings of 4th World Research Summit for Tourism and Hospitality. Orlando (United States): UCF Rosen College of Hospitality Management. 

Fernández-Ferrín, P., Bande, B., Díaz, E., Galán-Ladero, M.M., & Martín-Consuegra, D. (2018). The effects of regional ethnocentrism on geographical indication food products through the importance of proximity, tradition and ethnicity. In Proceedings 47th European Marketing Academy Annual Conference (EMAC). Glasgow (United Kingdom):University of Strathclyde. 

Fernández-Ferrín, P., Bande, B., Martín-Consuegra, D., Díaz, E., & Kastenholz, E. (2018). An analysis of the importance of the origin of food products: The effects of consumer ethnocentrism. In Proceedings 33rd Business & Economics Society International Conference. Lugano (Switzerland):Business & Economics Society International. 

Díaz, E., Carranza, R., Sánchez-Camacho, C., & Martín-Consuegra, D. (2018). Customer engagement in hospitality and tourism: Towards a better understanding of past trends and future directions. In Proceedings 2018 Global Marketing Conference. Tokyo (Japan): Korean Scholars of Marketing Science. 

Díaz, E. (2019). Digital revolution on consumer experience and business competitiveness. General Assembly and Annual Conference of the Marie Curie Alumni Association (MCAA). Vienna (Austria):Marie Curie Alumni Association. 

Díaz, E., Carranza, R., Martín-Consuegra, D., & Esteban, A. (2019). The impact of smart technologies on organizations. In Proceedings 2019 Summer American Marketing Association Conference. Chicago (United States): American Marketing Association. 

Díaz, E. Esteban, A., & Carranza, R. (2019). Smart tourism: Effects on business competitiveness. In Proceedings XXVIII International Conference of the Academy. Tokyo (Japan): European Academy of Management and Business Economies. 

Díaz, E., Carranza, R., Esteban, A., & Martín-Consuegra, D. (2019). Digital tools and smart technology in marketing: A thematic evolution. In Proceedings 2019 Society for Marketing Advances. New Orleans (United States): Society for Marketing Advances. 

Díaz, E., Esteban, A., Carranza, R., & Martín-Consuegra, D. (2019). Evolution of information and communication technologies in tourism and hospitality literature. In Proceedings 5th World Research Summit for Hospitality and Tourism 2019. Orlando (United States): UCF Rosen College of Hospitality Management. 

Díaz, E., Esteban, A., & Andreu, L. (2020). Smarttourism: Effects on conumer experience and business competitiveness. In e-Review of Tourism Research, ENTER Conference, Vol. XX, No. XX. Surrey (United Kingdom): International Federation for IT and Travel & Tourism (IFITT). 

Díaz, E., Esteban, A., Carranza, R. & Martín-Consuegra, D. (2020). Investigating the effects of smart technologies on consumers and organizations. 47th Annual Meeting Federation of Business Disciplines. San Antonio, TX. (United States): Association of Collegiate Marketing Educators (ACME). 

Most important research projects

 Research projects in competitive calls 

Efectos de las estrategias de recuperación de la prestación de servicios fallidos en la satisfacción del consumidor (English translation: Effects of recovery strategies from failed service delivery on consumer satisfaction). Code: HU20080516. Funding: Vice-Chancellor’s Office of Research of the University of Castilla-La Mancha. Conducted by a research team from the University of Castilla-La Mancha. Duration: 1 year (01.01.2008-31.12.2008). Position: Member of the research team

Influencia de la dualidad de canales de venta en los factores determinantes de la mala prestación del servicio (English translation: Influence of the duality of sales channels on the factors determining poor service provision). Code: HU20091068. Funding: Vice-Chancellor’s Office of Research of the University of Castilla-La Mancha. Conducted by a research team from the University of Castilla-La Mancha. Duration: 1 year (01.01.2009-31.12.2009). Position: Member of the research team.  

Evaluación de la eficacia de páginas web: análisis de contenido aplicado al turismo rural (English translation: Evaluation of the effectiveness of web pages: analysis of content applied to rural tourism). Code: HU20101769. Funding: Vice-Chancellor’s Office of Research of the University of Castilla-La Mancha. Conducted by a research team from the University of Castilla-La Mancha. Duration: 1 year (01.01.2010-31.12.2010). Position: Member of the research team. 

Influencia de la canibalización sobre factores determinantes de la mala prestación del servicio (English translation: Influence of cannibalization on factors determining poor service provision). Code: AT20101823. Funding: Vice-Chancellor’s Office of Research of the University of Castilla-La Mancha. Conducted by a research team from the University of Castilla-La Mancha. Duration: 2 years (01.01.2010-31.12.2011). Position: Main researcher. 

Workshop de Investigación y Doctorado de Estrategia y Marketing de la Empresa (English translation: Research Workshop in Business Strategy and Marketing. Code: AE20112497. Funding: Vice-Chancellor’s Office of Research of the University of Castilla-La Mancha. Conducted by a research team from the University of Castilla-La Mancha. Duration: 1 year (01.01.2011-31.12.2011). Position: Member of the research team. 

Factores determinantes de la eficacia de la promoción mediante telefonía móvil (English translation: Determining factors in the effectiveness of mobile phone promotion). Code: HU20112294. Funding: Vice-Chancellor’s Office of Research of the University of Castilla-La Mancha. Conducted by a research team from the University of Castilla-La Mancha. Duration: 1 year (01.01.2011-31.12.2011). Position: Co-researcher. 

Análisis de redes sociales como estrategia de comunicación por organizaciones y empresas de Castilla-La Mancha (English translation: Analysis of social networks as a communication strategy by organizations in Castilla-La Mancha). Number of researchers: 1. Funding: Castilla-La Mancha Parliament. Duration: 2 years (01.01.2015-01.01.2017). Position: Main researcher.  

Smart tourism challenges: The effects of digital revolution on consumer experience and business competitiveness (795428-SMARTOURISM). Code: MSCA-IF-2017. Number of researchers: 2 universities and a European tourism agency. Funding: European Union, European Commission. Duration: 3 years (01.07.2019-01.07.2022). Position: Main researcher. 

You can find out more information about this project through this link: MSCA-IF-GF-SMARTOURISM

Research agreements and consultancy contracts  

Estudio demográfico y socioeconómico del área de influencia del centro comercial y de ocio Puerta de Toledo (English translation: Demographic and socio-economic study of the area of influence of the Puerta de Toledo mall). Code: UCTR070028. Funding: Real de Olías S.A. Duration: 2 months (20.01.2007-30.03.2007). Position: Member of the research team. 

Estudio del comportamiento de compra: El perfil del consumidor del centro comercial y de ocio Puerta de Toledo (English translation: Study of purchasing behavior: The consumer profile of the Puerta de Toledo mall). Code: UCTR070013. Funding: Real de Olías S.A. Duration: 5 months (15.01.2007-15.06.2007). Position: Member of the research team. 

Análisis del comercio minorista en Ciudad Real (English translation: Analysis of the retail trade in Ciudad Real). Code: UCTR070288. Funding: Municipal Institute for Business Promotion, Training and Employment (IMPEFE) of the City Council of Ciudad Real. Conducted by a research team from the University of Castilla-La Mancha. Duration: 9 months (01.12.2007-30.09.2008). Position: member of the research team.  

Mantenimiento del Sistema de Investigación Turística de Castilla-La Mancha -SITdCLM (English translation: Maintenance of the Tourism Research System of Castilla-La Mancha). Code: UCTR070289. Funding: Department of Tourism, Castilla-La Mancha Government. Carried out by a research team from the University of Castilla-La Mancha. Duration: 2 years (31.12.2007-31.12.2009). Position: Member of the research team.  

Elaboración y Mantenimiento del Sistema de Investigación Turística de Castilla-La Mancha -SITdCLM (English translation: Development and Maintenance of the Tourism Research System of Castilla-La Mancha). Code: UCTR090050. Funding: Institute for Tourism Promotion of Castilla-La Mancha, Government of Castilla-La Mancha. Carried out by a research team from the University of Castilla-La Mancha. Duration: 2 years (01.01.2009-31.12.2010). Position: Member of the research team. 

Awards and honors

Best innovative business project of the “Innovation and Entrepreneurship Competition”, awarded by the Business Foundation of Ciudad Real. 2007.   

Best doctoral thesis in the social sciences field during the 2011-2012 academic year, granted by UCLM-QUANDO. 2012. 

Extraordinary Doctoral Award for the best doctoral thesis in the social sciences field during the 2011-2012 academic year, granted by the University of Castilla-La Mancha. 2012.  

Best doctoral thesis in Marketing, granted by the Spanish Marketing Association. 2013. 

Highly Commended Award Winner, granted by Emerald/EFMD Outstanding Doctoral Research Award. 2014. 

Top downloaded article 2017-2018, granted by Wiley Publishing for the paper: Gómez, M., Martín-Consuegra, D., Díaz, E., & Molina, A. (2017). Determinants and outcomes of price premium and loyalty: A food case study. Journal of Consumer Behavior, 17(1), 64-74.

Highly commended award winner 2019 Literati, granted by Emerald for the article: Carranza, R., Díaz, E. & Martín-Consuegra, D. (2018). The influence of quality on satisfaction and customer loyalty with an importance-performance map analysis: Exploring the mediating role of trust. Journal of Hospitality & Tourism Technology, 9(3), 380-396.  

Representative of the social sciences field of the Human Resources Strategy for Researchers (RS4R) excellence award, granted to the University of Castilla-La Mancha by the European Commission for Excellence in Human Resources Research in 2019.  

Outreach activities

Interviews in audiovisual media  

Interview by Mr. Román Escudero Cruz within the program «Investiga que no es poco» of Castilla-La Mancha radio (published on April 29, 2018).  

Interview by Mr. David Alcántara within the “Society for the Improvement of Science (SACSIS)” (published on January 14, 2020).  

Articles in Press 

“Dos investigadoras de la UCLM premiadas por la Asociación Española de Marketing Académico y Profesional”. La Cerca.Com/UCLM noticias/ Tribuna/Lanza (published on October 3, 2013). 

“Una editorial británica premia un estudio de la UCLM sobre el impacto del comercio electrónico en las agencias de viajes”. La Cerca.Com/UCLM noticias/ Tribuna/Lanza (published on February 27, 2015). 

“Fellow of the week”, Marie-Sklodowska Curie Actions from European Commission (published on January 10, 2020).   

Member of scientific associations

Member of the European Marketing Academy (EMAC). 

Member of the American Marketing Association (AMA). 

Member of the Society for Marketing Advances (SMA). 

Member of the Marie Curie Alumni Association (MCAA). 

Member of the research group «Research and Modelling in Marketing and Tourism» of the University of Castilla-La Mancha. 

Member of Spanish Scientists in the USA (ECUSA). 

Member of Women in Business Academia (WBA) at San Diego State University, San Diego, US. 

Member of Women in eTravel (WiET).