Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-1766
Title: It’s all relative : how customer-perceived competitive advantage influences referral intentions
Authors : Mende, Martin
Thompson, Scott
Coenen, Christian
Published in : Marketing Letters - A Journal of Research in Marketing
Publisher / Ed. Institution : Springer
Publisher / Ed. Institution: Dordrecht
Issue Date: Jul-2014
Language : Englisch / English
Subjects : Competitive advantage; Relationship marketing; Word-of-mouth intentions; Customer loyalty
Subject (DDC) : 658.8: Marketingmanagement
Abstract: Better understanding the mechanisms that influence customer intentions to spread positive word-of-mouth (WOM) is crucial to both marketing scholars and managers. This multimethod research contributes to marketing knowledge by revealing how a firm’s customer-perceived competitive advantage (CPCA) influences positive WOM intentions. Analyses of (1) cross-sectional survey data on bank customers in Germany and (2) experimental data on customers of car insurance companies in the USA reveal two crucial insights. First, CPCA influences WOM intentions in both industries, over and above numerous established antecedents of customer loyalty (e.g., satisfaction, trust, and perceived value). Second, this research demonstrates a robust and pervasive CPCA-by-satisfaction interaction effect, such that the influence of CPCA on WOM intentions increases as customer satisfaction decreases. The results show that customer-perceived competitive advantage plays an important role in shaping WOM intentions, especially among less-satisfied customers. Theoretical and managerial implications of these findings are discussed.
Departement: Life Sciences und Facility Management
Organisational Unit: Institut für Facility Management (IFM)
Publication type: Beitrag in wissenschaftlicher Zeitschrift / Article in scientific Journal
Type of review: Peer review (Publikation)
DOI : 10.1007/s11002-014-9318-x
10.21256/zhaw-1766
ISSN: 0923-0645
URI: https://digitalcollection.zhaw.ch/handle/11475/3398
License (according to publishing contract) : Lizenz gemäss Verlagsvertrag / Licence according to publishing contract
Restricted until : 2019-01-01
Appears in Collections:Publikationen Life Sciences und Facility Management

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