کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1001322 937173 2014 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures?
ترجمه فارسی عنوان
آیا اهمیت ارزش، برند و ارزش سهام برای وفاداری مشتری بین فرهنگ های شرقی و غربی متفاوت است؟
کلمات کلیدی
رانندگان حقوق صاحبان سهام، قصد وفاداری، تفاوت های فرهنگی
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی


• We test whether the importance of customer equity drivers (value, brand and relationship equity) varies between Eastern and Western cultures.
• The positive effect of value equity on loyalty intentions is stronger in Western cultures than in Eastern cultures.
• Relationship equity and brand equity also play a greater role in Western cultures than in Eastern cultures.
• Eastern consumers in general have higher loyalty intentions than Western consumers.

The use of the customer equity framework as a focal marketing strategy to increase customer loyalty has emerged as an important topic. Despite a growing number of investigations, previous studies are limited by their strong U.S. and European orientations. Research into Western consumers cannot necessarily predict the behaviour of Eastern consumers though. Therefore, this study investigates whether the link between customer equity drivers (value equity, brand equity and relationship equity) and loyalty intentions is sensitive to the cultural environment. A sample of 1553 Chinese and 1085 Dutch consumers in the banking and supermarket industries reveals that all three customer equity drivers exert a greater impact in Western than in Eastern cultures. This study also shows that Eastern consumers in general have higher loyalty intentions than Western consumers.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Business Review - Volume 23, Issue 1, February 2014, Pages 284–292
نویسندگان
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