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https://doi.org/10.21256/zhaw-1766| 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 10.1007/s11002-014-9318-x |
| Published in: | Marketing Letters |
| Volume(Issue): | 26 |
| Issue: | 4 |
| Issue Date: | Jul-2014 |
| Publisher / Ed. Institution: | Springer |
| Publisher / Ed. Institution: | Dordrecht |
| ISSN: | 0923-0645 1573-059X |
| 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. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/3398 |
| 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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| File | Description | Size | Format | |
|---|---|---|---|---|
| 2014_Mende_It’s all relative_Marketing Letters.pdf | 410.19 kB | Adobe PDF |  View/Open |
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Mende, M., Thompson, S., & Coenen, C. (2014). It’s all relative : how customer-perceived competitive advantage influences referral intentions. Marketing Letters, 26(4). https://doi.org/10.21256/zhaw-1766
Mende, M., Thompson, S. and Coenen, C. (2014) ‘It’s all relative : how customer-perceived competitive advantage influences referral intentions’, Marketing Letters, 26(4). Available at: https://doi.org/10.21256/zhaw-1766.
M. Mende, S. Thompson, and C. Coenen, “It’s all relative : how customer-perceived competitive advantage influences referral intentions,” Marketing Letters, vol. 26, no. 4, Jul. 2014, doi: 10.21256/zhaw-1766.
MENDE, Martin, Scott THOMPSON und Christian COENEN, 2014. It’s all relative : how customer-perceived competitive advantage influences referral intentions. Marketing Letters. Juli 2014. Bd. 26, Nr. 4. DOI 10.21256/zhaw-1766
Mende, Martin, Scott Thompson, and Christian Coenen. 2014. “It’s All Relative : How Customer-Perceived Competitive Advantage Influences Referral Intentions.” Marketing Letters 26 (4). https://doi.org/10.21256/zhaw-1766.
Mende, Martin, et al. “It’s All Relative : How Customer-Perceived Competitive Advantage Influences Referral Intentions.” Marketing Letters, vol. 26, no. 4, July 2014, https://doi.org/10.21256/zhaw-1766.
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