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

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• 作者：Ana Isabel Polo Peña ; Dolores María Frías Jamilena…
• 关键词：Service firms ; Market orientation ; Moderating effect ; Perceived value ; Loyalty
• 刊名：Service Business
• 出版年：2017
• 出版时间：March 2017
• 年：2017
• 卷：11
• 期：1
• 页码：93-116
• 全文大小：
• 刊物主题：Business and Management, general; Human Resource Management; Management;
• 出版者：Springer Berlin Heidelberg
• ISSN：1862-8508
• 卷排序：11

文摘

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.