A two-dimensional model of trustâ€“valueâ€“loyalty in service relationships
Joe Choon Yean Chai,
Naresh K. Malhotra and
Journal of Retailing and Consumer Services, 2015, vol. 26, issue C, 23-31
The study examines the relationships between consumer trust (cognitive and affective), perceived value (utilitarian and hedonic), and loyalty behavioral intentions (repurchase and advocacy) in a two-dimensional (affect- and rational-based) consumerâ€“service provider model. It provides an alternative theoretical representation of consumer behavior in service relationships and implications for service providers about consumers' loyalty intentions. A mail survey analyzed by SEM supports the model of loyalty as a function of consumers' expressive and instrumental responses resulting from intrinsic and extrinsic perceptions of trust and heuristic and rational-based perceived value. Implications for designing loyalty programs are explored and future research opportunities recommended.
Keywords: Trust; Perceived value; Loyalty behavioral intentions; Service relationships (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:26:y:2015:i:c:p:23-31
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