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Titel: It’s all relative : how customer-perceived competitive advantage influences referral intentions
Autoren: Mende, Martin
Thompson, Scott
Coenen, Christian
Erschienen in: Marketing Letters - A Journal of Research in Marketing
Verlag / Hrsg. Institution: Springer
Verlag / Hrsg. Institution: Dordrecht
Erscheinungsdatum: Jul-2014
Sprache: Englisch / English
Schlagwörter: Competitive advantage; Relationship marketing; Word-of-mouth intentions; Customer loyalty
Fachgebiet (DDC): 658.8: Marketingmanagement / Management of distribution (Marketing)
Zusammenfassung: 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
Organisationseinheit: Institut für Facility Management (IFM)
Publikationstyp: Beitrag in wissenschaftlicher Zeitschrift / Article in scientific Journal
Art der Begutachtung: 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
Lizenz (gemäss Verlagsvertrag): Lizenz gemäss Verlagsvertrag / Licence according to publishing contract
Gesperrt bis: 2019-01-01
Enthalten in den Sammlungen:Publikationen Life Sciences und Facility Management

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