The effects of customer equity drivers on loyalty across services industries and firms

被引：53

作者：

Ou, Yi-Chun ^{[1
]}

Verhoef, Peter C. ^{[2
]}

Wiesel, Thorsten ^{[3
,4
]}

机构：

[1] Univ Leeds, Mkt Div, Leeds LS2 9JT, W Yorkshire, England

[2] Univ Groningen, Fac Econ & Business, Dept Mkt, POB 800, NL-9700 AV Groningen, Netherlands

[3] Westfal Wilhelms Univ Munster, Mkt Ctr Munster, Stadtgraben 13-15, D-48143 Munster, Germany

[4] Univ Groningen, Fac Business & Econ, Dept Mkt, Groningen, Netherlands

来源：

JOURNAL OF THE ACADEMY OF MARKETING SCIENCE | 2017年 / 45卷 / 03期

关键词：

Customer loyalty; Customer relationship management; Customer equity; Brand equity; Multi-level analysis; REPURCHASE INTENTIONS; MARKET ORIENTATION; SWITCHING COSTS; SATISFACTION; CONTEXT; BRAND; BEHAVIOR; INFORMATION; MANAGEMENT; SHARE;

D O I：

10.1007/s11747-016-0477-6

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Customer equity drivers (CEDs)-value equity, brand equity, and relationship equity-positively affect loyalty intentions, but this effect varies across industries and firms. We empirically examine potential industry and firm characteristics that explain why the CEDs-loyalty link varies across services industries and firms in the Netherlands. The results show that (1) some previously assumed industry and firm characteristics have moderating effects while others do not and (2) firm-level advertising expenditures constitute the most crucial moderator because they influence all three loyalty strategies (significant for value equity and brand equity; marginally significant for relationship equity), while three industry contexts (i.e., innovative markets, visibility to others, and complexity of purchase decisions) each influence two of the three loyalty strategies. Our results clearly show that specific industry and firm characteristics affect the effectiveness of specific loyalty strategies.

引用

页码：336 / 356

页数：21

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