Customer Value Anticipation, Loyalty and Word-of-Mouth - A cross-cultural Study

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.