The effects of customer equity drivers on loyalty across services industries and firms
| Autor: | Thorsten Wiesel, Peter C. Verhoef, Yi-Chun Ou |
|---|---|
| Přispěvatelé: | Research Programme Marketing |
| Jazyk: | angličtina |
| Rok vydání: | 2017 |
| Předmět: |
Economics and Econometrics
Customer loyalty SATISFACTION media_common.quotation_subject Customer relationship management Loyalty business model Brand equity REPURCHASE INTENTIONS 0502 economics and business Loyalty MANAGEMENT RETENTION CROSS-COUNTRY Business and International Management Marketing Multi-level analysis media_common Equity risk 05 social sciences Equity theory Equity (finance) Customer equity MARKET ORIENTATION SWITCHING COSTS CONTEXT 050211 marketing Business 050203 business & management Equity capital markets BEHAVIOR |
| Zdroj: | Journal of the Academy of Marketing Science, 45(3), 336-356. SPRINGER |
| ISSN: | 0092-0703 |
| Popis: | Customer equity drivers (CEDs)-value equity, brand equity, and relationship equity-positively affect loyalty intentions, but this effect varies across industries and firms. We empirically examine potential industry and firm characteristics that explain why the CEDs-loyalty link varies across services industries and firms in the Netherlands. The results show that (1) some previously assumed industry and firm characteristics have moderating effects while others do not and (2) firm-level advertising expenditures constitute the most crucial moderator because they influence all three loyalty strategies (significant for value equity and brand equity; marginally significant for relationship equity), while three industry contexts (i.e., innovative markets, visibility to others, and complexity of purchase decisions) each influence two of the three loyalty strategies. Our results clearly show that specific industry and firm characteristics affect the effectiveness of specific loyalty strategies. |
| Databáze: | OpenAIRE |
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