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

Author

Listed:
  • Ana Isabel Polo Peña

    (University of Granada)

  • Dolores María Frías Jamilena

    (University of Granada)

  • Miguel Ángel Rodríguez Molina

    (University of Granada)

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.

Suggested Citation

  • Ana Isabel Polo Peña & Dolores María Frías Jamilena & Miguel Ángel Rodríguez Molina, 2017. "The effects of perceived value on loyalty: the moderating effect of market orientation adoption," Service Business, Springer;Pan-Pacific Business Association, vol. 11(1), pages 93-116, March.
    • Handle: RePEc:spr:svcbiz:v:11:y:2017:i:1:d:10.1007_s11628-016-0303-8
    DOI: 10.1007/s11628-016-0303-8
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    1. Ana Olavarría-Jaraba & Jesús J. Cambra-Fierro & Edgar Centeno & Rosario Vázquez-Carrasco, 2018. "Analyzing relationship quality and its contribution to consumer relationship proneness," Service Business, Springer;Pan-Pacific Business Association, vol. 12(4), pages 641-661, December.

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