The relationships of customer-perceived value, satisfaction, loyalty and behavioral intentions

Spiros Gounaris, Nektarios Tzempelikos, Kalliopi Chatzipanagioti

Research output: Contribution to journalArticlepeer-review

108 Citations (Scopus)


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 languageEnglish
Pages (from-to)63-87
Number of pages25
JournalJournal of Relationship Marketing
Issue number1
Publication statusPublished - 2007


  • relationship marketing
  • customer loyalty


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