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The Contribution of Perceived Firm Marketing Innovation Initiatives to Customer Perceived Value and Loyalty: Does Switching Experience Really Matter?

Chuah, Stephanie Hui-Wen, Marimuthu, Malliga and Ramayah, T. (2016). The Contribution of Perceived Firm Marketing Innovation Initiatives to Customer Perceived Value and Loyalty: Does Switching Experience Really Matter?. Asian Academy of Management Journal,21(Supplement 1):1-23.

Document type: Journal Article
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Title The Contribution of Perceived Firm Marketing Innovation Initiatives to Customer Perceived Value and Loyalty: Does Switching Experience Really Matter?
Author Chuah, Stephanie Hui-Wen
Marimuthu, Malliga
Ramayah, T.
Journal Name Asian Academy of Management Journal
Publication Date 2016
Volume Number 21
Issue Number Supplement 1
ISSN 1394-2603   (check CDU catalogue open catalogue search in new window)
Start Page 1
End Page 23
Total Pages 23
Place of Publication Malaysia
Publisher Penerbit Universiti Sains Malaysia,Universiti Sains Malaysia Press
Field of Research COMMERCE, MANAGEMENT, TOURISM AND SERVICES
Abstract In recent years, perceived firm marketing innovation initiatives (PFMII) are increasingly considered as an important means to ensure customers' continued loyalty. Although customer perceived value is believed to be a potential mediator between PFMII and customer loyalty, much of the evidence to date remains anecdotal or speculative. Furthermore, there is a dearth of knowledge about how the effect of PFMII on customer value differs between switchers and non-switchers. To bridge this knowledge gap, we propose a conceptual framework linking PFMII to customer perceived value and loyalty, and develop hypotheses about the moderating role of switching experience in some of these linkages. Data were collected from Generation Y(18–34 years old) who subscribed to post-paid mobile internet plans. The results showed that both functional and monetary values mediated the relationship between PFMII and customer loyalty. However, there was no significant difference in the effect of PFMII on functional and monetary values between switchers and non-switchers. This research contributes to theory and practice by clarifying linkages between PFMII and customer loyalty by investigating the often widely neglected role of customer perceived value. In addition, this study successfully extended Sweeney and Soutar (2001) PERVAL model by incorporating PFMII as the key driver of customer perceived value.
Keywords Perceived firm marketing innovation initiatives
Customer perceived value
Customer loyalty
Switching experience
Generation Y
Mobile internet service
DOI http://dx.doi.org/10.21315/aamj2016.21.supp.1.1   (check subscription with CDU E-Gateway service for CDU Staff and Students  check subscription with CDU E-Gateway in new window)
Additional Notes This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited
Description for Link Link to CC Attribution 4.0 License
URL https://creativecommons.org/licenses/by/4.0/au


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