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Title: | The effect of customer equity drivers on word-of-mouth behavior with mediating role of customer loyalty and purchase intention |
Authors: | Alavijeh, Mohammad Reza Karimi Esmaeili, Ahmad Sepahvand, Akbar Davidavičienė, Vida |
Keywords: | Word-of-Mouth Brand Equity Value Equity Relationship Equity Purchase Intention. |
Issue Date: | 2018 |
Publisher: | Kaunas University of Technology |
Citation: | Alavijeh, M.R.K.; Esmaeili,. A.; Sepahvand, A.; Davidavičienė, V . 2018. The effect of customer equity drivers on word-of-mouth behavior with mediating role of customer loyalty and purchase intention. Engineering Economics. Kaunas University of Technology 29(2), 236-246 |
Abstract: | The uncertain stand in terms of product and service quality invites customers to get the advantage of other customers’
experiences in order to make a purchase decision. It has been discussed that word-of-mouth (WOM) influences consumer
purchase behavior and it could create a robust tie like relatives and could also tie as close friends, acquaintances, and
strangers. This paper intends to define the concepts of WOM and customer equity and study the terminology of current
purchase intention, customer loyalty and correlates to consumer decision making. The data were collected utilizing selfadministrated
questionnaires. The results are obtained using Smart PLS 2.0, then using the bootstrap algorithm the tstatistics
are analyzed. The results indicate that customer equity drivers increase the customer loyalty and consequently
ends in WOM by the customers. Despite the literature which has investigated the influence of customer equity drivers on the
loyalty and purchase intention of the customers, this study contributes the analysis of drivers on WOM. Also, it reveals that
if a firm invests in the customer equity drivers, the result will be loyalty and accordingly, the easiest way of advertisement
that would be WOM. This study only focuses on a unique industry that can impact the generalizability of the contexts. Also,
it relates only to the positive WOM effects. Future studies could strengthen the literature by taking in negative WOM with a
broader population. |
URI: | http://dspace.vgtu.lt/handle/1/3562 |
ISSN: | 1392-2785 |
Appears in Collections: | Moksliniai straipsniai / Research articles
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