Ou, Y, Verhoef, PC and Wiesel, T (2017) The effects of customer equity drivers on loyalty across services industries and firms. Journal of the Academy of Marketing Science, 45 (3). pp. 336-356. ISSN 0092-0703
Abstract
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.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2016, The Author(s). This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. |
Keywords: | Customer loyalty; Customer relationship management; Customer equity; Brand equity; Multi-level analysis |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 06 May 2016 15:48 |
Last Modified: | 23 Jun 2023 22:01 |
Published Version: | http://dx.doi.org/10.1007/s11747-016-0477-6 |
Status: | Published |
Publisher: | Springer Verlag |
Identification Number: | 10.1007/s11747-016-0477-6 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:96529 |