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

被引：0
作者：
Ana Isabel Polo Peña
Dolores María Frías Jamilena
Miguel Ángel Rodríguez Molina
机构：
[1] University of Granada,Faculty of Business and Management, Department of Marketing and Market Research
来源：
Service Business | 2017年 / 11卷
关键词：
Service firms; Market orientation; Moderating effect; Perceived value; Loyalty;
D O I：
暂无
中图分类号：
学科分类号：
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.
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页码：93 / 116
页数：23
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