Do retail alliances enhance customer experience? Examining the relationship between alliance value and customer satisfaction with the alliance

被引：12

作者：

Mouri, Nacef ^{[1
]}

Bindroo, Vishal ^{[2
]}

Ganesh, Jaishankar ^{[3
]}

机构：

[1] George Mason Univ, Sch Management, Dept Mkt, Fairfax, VA 22030 USA

[2] Indiana Univ, Judd Leighton Sch Business & Econ, South Bend, IN 46615 USA

[3] Rutgers Sch Business Camden, Camden, NJ USA

来源：

JOURNAL OF MARKETING MANAGEMENT | 2015年 / 31卷 / 11-12期

关键词：

alliance; customer satisfaction; customer value; cognitive processing; affect; STRATEGIC ALLIANCES; SHAREHOLDER VALUE; BRAND ALLIANCES; LONGITUDINAL EXAMINATION; CONSUMPTION EXPERIENCE; HEDONIC CONSUMPTION; MARKETING ALLIANCES; DOMINANT LOGIC; CREATING VALUE; UTILITARIAN;

D O I：

10.1080/0267257X.2015.1011195

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This article evaluates the role of customers in the alliance equation. Using a combination of survey and experimental data, we investigate the role of value offered by retail alliances on customer satisfaction with the alliance. We find that customer value plays a mediating role in the relationship between customer experience with the alliance and customer satisfaction with the alliance. Results also show that the nature of this relationship differs based on the type of value offered by the alliance. Cognitive processing plays a more significant role when the alliance is of a functional nature, while affect plays a more significant role when the retail alliance is of a hedonic nature.

引用

页码：1231 / 1254

页数：24

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