Abstract
The concept of Customer-Perceived Value (CPV) has become a matter of increasing concern in marketing literature. However, there are few empirical studies that attempt to examine the notion of it. Filling this gap, this study provides a conceptual as well as empirical investigation of CPV as a formative construct and also offers an insight regarding the role of CPV in influencing, through satisfaction and loyalty, the behavioral intentions of word of mouth, repurchase intention and cross-buying. Furthermore, the potential moderating role of social pressure in the relationship between satisfaction and loyalty is also examined. The results suggest that delivering superior customer value enables a firm to achieve favorably behavioral intentions. Implications for practice, study limitations and future research are discussed.
Original language | English |
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Pages (from-to) | 63-87 |
Number of pages | 25 |
Journal | Journal of Relationship Marketing |
Volume | 6 |
Issue number | 1 |
DOIs | |
Publication status | Published - 2007 |
Keywords
- relationship marketing
- customer loyalty