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

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.

Efectos de la innovación en marketing sobre valor percibido y engagement del consumidor en restaurantes de una operadora en Ciudad de México

“…La Innovación en marketing influye sobre el Valor percibido. Se espera que la percepción por parte de los clientes respecto de los nuevos esfuerzos en la propuesta comercial de una compañía no sólo lleve a diferenciar la oferta (Van Riel & Allard, 2012), sino que también impacten en el valor percibido por los consumidores (Chuah, Marimuthu, & Ramayah, 2016). Por ejemplo, una investigación llevada a cabo en restaurantes en Corea del Sur encontró que la motivación a la innovación en el marketing, particularmente en la tecnología, afecta al valor percibido de los consumidores (Kwak, Lee, & Cha, 2021).…”

توسيط إدمان وشغف العلامة التجارية في دراسة العلاقة بين حب العلامة التجارية والشراء القهري بالتطبيق على عملاء الهاتف المحمول في مصر

“…‫والت‬ ‫االقتصادية‬ ‫واملنافع‬ ‫ايا‬ ‫املز‬ ‫تعزيز‬ ‫إلى‬ ‫للشركة‬ ‫اتيجية‬ ‫واالستر‬ ‫نافسية‬ (Chuah et al, 2016;Yang & Peterson, 2004) . ‫للشركة‬ ‫مخلصين‬ ‫عمالء‬ ‫يصبحون‬ ‫اضين‬ ‫الر‬ ‫العمالء‬ ‫أن‬ ‫إلى‬ ‫اسات‬ ‫الدر‬ ‫وتشير‬ ( Golovkova et al, 2019 ) ‫االتصال‬ ‫تكاليف‬ ‫تقليل‬ ‫وبالتالي‬ ‫التسويقية،‬ ‫األنشطة‬ ‫من‬ ‫العديد‬ ‫املخلصون‬ ‫العمالء‬ ‫ويعزز‬ (Dewnarain et al, 2019;Dick & Basu, 1994) ‫العمالء‬ ‫من‬ ‫مستقرة‬ ‫مجموعة‬ ‫يخلق‬ ‫مما‬ ، (Chi et al, 2020;Cho et al, 2018;Parasuraman et al (Daniels et al, 2020;Malik & Guptha, 2013;Rodrigues & Brandão, 2021) ‫وا‬ ‫اط‬ ‫االنخر‬ ‫نية‬ ‫أيضا‬ ‫تعتبر‬ ‫لبقاء‬ ‫التجارية‬ ‫العالمة‬ ‫لحب‬ ‫أساسية‬ ‫ركيزة‬ ‫بمثابة‬ ‫التجارية‬ ‫بالعالمة‬ ‫ام‬ ‫االلتز‬ ‫عالقة‬ ‫في‬ (Batra et al, 2012;Wong, 2023) .…”