Customer Value Anticipation, Loyalty and Word-of-Mouth - A Cross-Cultural Study
Type
conference paper
Date Issued
2014-06-13
Author(s)
Editor(s)
Baron, J.S.
Abstract
In respect of an increased global competition the customer value (CV) concept has been considered as an effective strategic rationale by researchers and practitioners alike. However, neither its theoretical conceptualization nor its practical implementation has been unambiguously defined. In this paper we propose a CV framework and study the effect of perceived customer value anticipation (CVA) on word-of-mouth (WOM) mediated by cognitive and conative loyalty. By including the construct power distance as a moderator we delineate the effect of cross-cultural differences regarding our proposed framework. To collect the necessary data, insurance customers from 17 countries have been surveyed.
Language
English
Keywords
Customer Value
Loyalty
Word-of-Mouth
Power Distance
Cross Cultural Management
HSG Classification
contribution to scientific community
Refereed
Yes
Event Title
8th AMA SERVSIG International Research Conference
Event Location
Thessaloniki, Griechenland
Event Date
13.-15.06.2014
Subject(s)
Eprints ID
229242