The Contribution Of Perceived Firm Marketing Innovation Initiatives To Customer Perceived Value And Loyalty: Does Switching Experience Really Matter?

In recent years, perceived frm 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...

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Main Authors:	Hui, Stephanie Wen Chuah, Marimuthu, Malliga, T. Ramayah, T. Ramayah
Format:	Article
Language:	English
Published:	Asian Academy of Management (AAM) 2016
Subjects:	HD28-70 Management. Industrial Management
Online Access:	http://eprints.usm.my/36680/1/aamj21s12016_1.pdf

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author	Hui, Stephanie Wen Chuah Marimuthu, Malliga T. Ramayah, T. Ramayah
author_facet	Hui, Stephanie Wen Chuah Marimuthu, Malliga T. Ramayah, T. Ramayah
author_sort	Hui, Stephanie Wen Chuah
collection	USM
description	In recent years, perceived frm 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 signifcant 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
first_indexed	2024-03-06T15:09:00Z
format	Article
id	usm.eprints-36680
institution	Universiti Sains Malaysia
language	English
last_indexed	2024-03-06T15:09:00Z
publishDate	2016
publisher	Asian Academy of Management (AAM)
record_format	dspace
spelling	usm.eprints-366802017-11-07T10:37:33Z http://eprints.usm.my/36680/ The Contribution Of Perceived Firm Marketing Innovation Initiatives To Customer Perceived Value And Loyalty: Does Switching Experience Really Matter? Hui, Stephanie Wen Chuah Marimuthu, Malliga T. Ramayah, T. Ramayah HD28-70 Management. Industrial Management In recent years, perceived frm 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 signifcant 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 Asian Academy of Management (AAM) 2016 Article PeerReviewed application/pdf en http://eprints.usm.my/36680/1/aamj21s12016_1.pdf Hui, Stephanie Wen Chuah and Marimuthu, Malliga and T. Ramayah, T. Ramayah (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 (AAMJ), 21 (1). pp. 1-24. ISSN 1394-2603 http://web.usm.my/aamj/21s12016/aamj21s12016_1.pdf
spellingShingle	HD28-70 Management. Industrial Management Hui, Stephanie Wen Chuah Marimuthu, Malliga T. Ramayah, T. Ramayah The Contribution Of Perceived Firm Marketing Innovation Initiatives To Customer Perceived Value And Loyalty: Does Switching Experience Really Matter?
title	The Contribution Of Perceived Firm Marketing Innovation Initiatives To Customer Perceived Value And Loyalty: Does Switching Experience Really Matter?
title_full	The Contribution Of Perceived Firm Marketing Innovation Initiatives To Customer Perceived Value And Loyalty: Does Switching Experience Really Matter?
title_fullStr	The Contribution Of Perceived Firm Marketing Innovation Initiatives To Customer Perceived Value And Loyalty: Does Switching Experience Really Matter?
title_full_unstemmed	The Contribution Of Perceived Firm Marketing Innovation Initiatives To Customer Perceived Value And Loyalty: Does Switching Experience Really Matter?
title_short	The Contribution Of Perceived Firm Marketing Innovation Initiatives To Customer Perceived Value And Loyalty: Does Switching Experience Really Matter?
title_sort	contribution of perceived firm marketing innovation initiatives to customer perceived value and loyalty does switching experience really matter
topic	HD28-70 Management. Industrial Management
url	http://eprints.usm.my/36680/1/aamj21s12016_1.pdf
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The Contribution Of Perceived Firm Marketing Innovation Initiatives To Customer Perceived Value And Loyalty: Does Switching Experience Really Matter?

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