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Title of Journal: Mark Lett

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Abbravation: Marketing Letters

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Springer US

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DOI

10.1016/0002-9394(74)90472-3

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1573-059X

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It’s all relative how customerperceived competit

Authors: Martin Mende Scott A Thompson Christian Coenen
Publish Date: 2014/07/27
Volume: 26, Issue: 4, Pages: 661-678
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Abstract

Better understanding the mechanisms that influence customer intentions to spread positive wordofmouth WOM is crucial to both marketing scholars and managers This multimethod research contributes to marketing knowledge by revealing how a firm’s customerperceived competitive advantage CPCA influences positive WOM intentions Analyses of 1 crosssectional survey data on bank customers in Germany and 2 experimental data on customers of car insurance companies in the USA reveal two crucial insights First CPCA influences WOM intentions in both industries over and above numerous established antecedents of customer loyalty eg satisfaction trust and perceived value Second this research demonstrates a robust and pervasive CPCAbysatisfaction interaction effect such that the influence of CPCA on WOM intentions increases as customer satisfaction decreases The results show that customerperceived competitive advantage plays an important role in shaping WOM intentions especially among lesssatisfied customers Theoretical and managerial implications of these findings are discussed

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Other Papers In This Journal:
  1. Consumers’ evaluation of allocation policies for scarce health care services: Vested interest activation trumps spatial and temporal distance
  2. Transaction costs, opportunism, and governance: Contextual considerations and future research opportunities
  3. Search engine advertisements: The impact of advertising statements on click-through and conversion rates
  4. Measuring long-run marketing effects and their implications for long-run marketing decisions
  5. Targeting Miss Daisy: Using age and gender to target unethical sales tactics
  6. Managing sub-branding affect transfer: the role of consideration set size and brand loyalty
  7. The relationship between in-store marketing and observed sales for organic versus fair trade products
  8. The timing and context of consumer decisions
  9. Integrated mixed logit and latent variable models
  10. The moderating role of construal level on the evaluation of emotional appeal vs. cognitive appeal advertisements
  11. It’s all relative: how customer-perceived competitive advantage influences referral intentions
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