Relationship value based on customer equity influences on online group-buying customer loyalty

Abstract

The purposes of this article is to clarify the composition of relationship value based on consumer equity and examine the mediating role of relationship quality and moderating role of customer relationship life cycle in the relationship between the relationship value and customer loyalty. This paper finds that different dimensions of relationship quality have different effects on customer loyalty by empirical analysis. Besides, relationship quality plays a mediator role in the relationship between relationship value and customer loyalty, and relationship life cycle in different stage have significant different moderation effects between customer relationship value and customer loyalty. This study's outcomes indicate that establishing and maintaining good relationships with consumers can effectively improve customer loyalty, and then enhance customer equity, besides, customer participation behavior and positive word of mouth can improve customer loyalty. The findings are valuable for marketing managers of online group-buying.

Customer satisfaction as a mediation between micro banking image, customer relationship and customer loyalty

“…This means that better relationship with customers will improve company image, customer satisfaction and customer loyalty. The research results of customer relationship variable are consistent with the researchers conducted by Nyadzayo and Khajehzadeh (2016), Zhang et al (2016), (Hassan et al, 2015). Micro banking companies can improve customer satisfaction by improving the image of micro banking by improving indicators of location, merchandise, customer service, price, advertising, and personal selling.…”

“…The relationship between relationship marketing and customer satisfaction and loyalty has been previously studied. Based on the research conducted by Nyadzayo and Khajehzadeh (2016) and the research conducted by Zhang et al (2016), the influence of customer relationship management on customer loyalty may be examined. The results of research conducted by Zhang et al (2016) also shows the influence of relationship marketing on company image.…”

“…Based on the research conducted by Nyadzayo and Khajehzadeh (2016) and the research conducted by Zhang et al (2016), the influence of customer relationship management on customer loyalty may be examined. The results of research conducted by Zhang et al (2016) also shows the influence of relationship marketing on company image. Relationship marketing also influences customer satisfaction, appropriately to the results of research conducted by (Hassan, Nawaz, Lashari, & Zafar, 2015).…”

“…H6: Customer relationship positively influences customer loyalty That company image influences customer satisfaction (Wallin Andreassen & Lindestad, 1998) and customer satisfaction influences customer loyalty (Yang and Peterson (2004), El-Adly and Eid (2016) as well as research conducted by Han and Hyun (2018)) shows the role of customer satisfaction as a variable which connects company image and customer loyalty. Similarly, that customer relationship influences customer satisfaction (Hassan et al, 2015) and customer satisfaction influences (loyalty Nyadzayo and Khajehzadeh (2016) as well as research conducted by Zhang et al (2016)), the following hypotheses are formulated:…”

“…Customer relationship is a series of customer oriented activities supported by organization's strategy and technology and designed to increase customer interactions in establishing customer loyalty and increasing profit over time (Padmavathy, Balaji, & Sivakumar, 2012). Nyadzayo and Khajehzadeh (2016) propose that customer relationship management influences customer loyalty, appropriately to the research conducted by Zhang, Li, Wang, and Wang (2016). The research shows that customer relationship management may establish positive company image in customer's mind.…”