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Philipp Hendrik Steiner
Former Member
Title
Dr.
Last Name
Steiner
First name
Philipp Hendrik
Phone
+41 71 224 7963
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PublicationCustomer Value Anticipation, Loyalty and Word-of-Mouth - A cross-cultural Study(European Marketing Academy, 2014-06-03)Fierce global competition urges the requirement for companies to excel. As an effective strategic rationale, the customer value (CV) concept has been considered by researchers and practitioners alike. In this paper we relate the perceived customer value anticipation (CVA) to loyalty and favorable word-of-mouth (WOM) in an international service environment. Further, we investigate the process by mediation analysis, finding cognitive and conative loyalty as pivotal constructs. By including power distance (PD) as a moderator we delineate the effect of cross-cultural differences regarding our proposed framework. We find PD amplifying the indirect effect of CVA on WOM through the loyalty constructs.Type: conference paper
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PublicationCustomer Value Anticipation, Loyalty and Word-of-Mouth - A Cross-Cultural Study( 2014-06-13)Baron, J.S.In respect of an increased global competition the customer value (CV) concept has been considered as an effective strategic rationale by researchers and practitioners alike. However, neither its theoretical conceptualization nor its practical implementation has been unambiguously defined. In this paper we propose a CV framework and study the effect of perceived customer value anticipation (CVA) on word-of-mouth (WOM) mediated by cognitive and conative loyalty. By including the construct power distance as a moderator we delineate the effect of cross-cultural differences regarding our proposed framework. To collect the necessary data, insurance customers from 17 countries have been surveyed.Type: conference paper