The effects of perceived value on loyalty: the moderating effect of market orientation adoption

被引：14
|
作者：
Polo Pena, Ana Isabel [1 ]
Frias Jamilena, Dolores Maria [1 ]
Rodriguez Molina, Miguel Angel [1 ]
机构：
[1] Univ Granada, Fac Business & Management, Dept Mkt & Market Res, Campus Cartuja S-N, E-18071 Granada, Spain
来源：
SERVICE BUSINESS | 2017年 / 11卷 / 01期
关键词：
Service firms; Market orientation; Moderating effect; Perceived value; Loyalty; CUSTOMER LOYALTY; SERVICE QUALITY; RURAL TOURISM; SATISFACTION; PERFORMANCE; MODEL; PERCEPTIONS; CONSUMPTION; IMPACT; INVOLVEMENT;
D O I：
10.1007/s11628-016-0303-8
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This paper aims to identify the moderating effect of service firms' adoption of market orientation on key variables of consumer behavior, namely perceived value and loyalty. The study took a business-to-customer perspective. First, the adoption of market orientation was measured, from the firm's point of view. Second, customer perceptions were analyzed, using the two variables perceived value and loyalty. The sample comprised 100 service firms and 572 of their customers. The present work provides original insights, identifying that the effect of perceived value on loyalty depends on other variables external to the consumer, such as the market orientation approach.
引用
收藏
页码：93 / 116
页数：24
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