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
Abstract
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
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