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Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: It’s all relative : how customer-perceived competitive advantage influences referral intentions
Authors: Mende, Martin
Thompson, Scott
Coenen, Christian
DOI: 10.21256/zhaw-1766
Published in: Marketing Letters
Volume(Issue): 26
Issue: 4
Issue Date: Jul-2014
Publisher / Ed. Institution: Springer
Publisher / Ed. Institution: Dordrecht
ISSN: 0923-0645
Language: English
Subjects: Competitive advantage; Relationship marketing; Word-of-mouth intentions; Customer loyalty
Subject (DDC): 658.8: Marketing management
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.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Restricted until: 2019-01-01
Departement: Life Sciences and Facility Management
Organisational Unit: Institute of Facility Management (IFM)
Appears in Collections:Publikationen Life Sciences und Facility Management

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