The effects of perceived value on loyalty: the moderating effect of market orientation adoption

Ana Isabel Polo Peña (), Dolores María Frías Jamilena () and Miguel Ángel Rodríguez Molina ()
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Ana Isabel Polo Peña: University of Granada
Dolores María Frías Jamilena: University of Granada
Miguel Ángel Rodríguez Molina: University of Granada

Service Business, 2017, vol. 11, issue 1, No 5, 93-116

Abstract: Abstract This paper aims to identify the moderating effect of service firms’ adoption of market orientation on key variables of consumer behavior, namely perceived value and loyalty. The study took a business-to-customer perspective. First, the adoption of market orientation was measured, from the firm’s point of view. Second, customer perceptions were analyzed, using the two variables perceived value and loyalty. The sample comprised 100 service firms and 572 of their customers. The present work provides original insights, identifying that the effect of perceived value on loyalty depends on other variables external to the consumer, such as the market orientation approach.

Keywords: Service firms; Market orientation; Moderating effect; Perceived value; Loyalty (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s11628-016-0303-8

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