Customer Value Anticipation, Loyalty and Word-of-Mouth - A cross-cultural Study
ISBN
978-84-370-9453-3
Type
conference paper
Date Issued
2014-06-03
Author(s)
Abstract
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.
Language
English
Keywords
Loyalty
Word-Of-Mouth
Cross-Culture
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Paradigm Shifts & Interactions
Publisher
European Marketing Academy
Publisher place
Valencia
Start page
184
Event Title
43rd EMAC European Marketing Academy annual conference
Event Location
Valencia
Event Date
03.-06.06.2014
Subject(s)
Eprints ID
230054