Relationship Value Based on Customer Equity Influences on Online Group-buying Customer Loyalty

The purposes of this article is to clarify the composition of relationship value based on consumer equity and examine the mediating role of relationship quality and moderating role of customer relationship life cycle in the relationship between the relationship value and customer loyalty. This paper finds that different dimensions of relationship quality have different effects on customer loyalty by empirical analysis. Besides, relationship quality plays a mediator role in the relationship between relationship value and customer loyalty, and relationship life cycle in different stage have significant different moderation effects between customer relationship value and customer loyalty. This study outcomes indicate that establishing and maintaining good relationships with consumers can effectively improve customer loyalty, and then enhance customer equity, besides, customer participation behavior and positive word of mouth can improve customer loyalty. The findings are valuable for marketing managers of online group-buying.

[1]  Roland T. Rust,et al.  Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy (Управление ценностью клиентуры: как ценность клиентской базы изменяет корпоративную стратегию) , 2000 .

[2]  Alhassan G. Abdul-Muhmin.  Effects of suppliers’ marketing program variables on industrial buyers’ relationship satisfaction and commitment , 2002 .

[3]  Apostolos Giovanis,et al.  Gaining customer loyalty in the e-tailing marketplace: the role of e-service quality, e-satisfaction and e-trust , 2014 .

[4]  R. Law,et al.  Factors influencing the effectiveness of online group buying in the restaurant industry , 2013 .

[5]  A. Ismail.  Leveraging the potential of word of mouth: The role of love, excitement and image of fashion brands , 2015 .

[6]  A. Parasuraman,et al.  Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria , 1994 .

[7]  H. Yen,et al.  Internet retail customer loyalty: the mediating role of relational benefits , 2003 .

[8]  D. A. Kenny,et al.  The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. , 1986, Journal of personality and social psychology.

[9]  Chedia Dhaoui,et al.  An empirical study of luxury brand marketing effectiveness and its impact on consumer engagement on Facebook , 2014 .

[10]  Paul G. Patterson,et al.  Relationship benefits in service industries: a replication in a Southeast Asian context , 2001 .

[11]  Rosidah Musa,et al.  The Roles of Perceived Value, Perceived Equity and Relational Commitment in a Disconfirmation Paradigm Framework: An Initial Assessment in a 'Relationship-Rich' Consumption Environment , 2005 .

[12]  K. Gwinner,et al.  A model of fan identification: antecedents and sponsorship outcomes , 2003 .

[13]  S. Hunt,et al.  The Commitment-Trust Theory of Relationship Marketing , 1994 .

[14]  Andreas Eggert,et al.  Relationship value and relationship quality: Broadening the nomological network of business‐to‐business relationships , 2006 .

[15]  Margo Buchanan-Oliver,et al.  Relationship benefits in an internet environment , 2005 .

[16]  Lance A. Bettencourt,et al.  Customer voluntary performance: Customers as partners in service delivery , 1997 .

[17]  Chuan-Hoo Tan,et al.  An Investigation of Online Group-Buying Institution and Buyer Behavior , 2007, HCI.

[18]  Katherine N. Lemon,et al.  Customer Equity Management , 2002 .

[19]  A. Vecchi,et al.  Why all that noise – assessing the strategic value of social media for fashion brands , 2014 .

[20]  Byron Sharp,et al.  Loyalty programs and their impact on repeat-purchase loyalty patterns , 1997 .

[21]  James A. Narus,et al.  A Model of the Distributor's Perspective of Distributor-Manufacturer Working Relationships , 1984 .

[22]  Ki Hoon Lee,et al.  Measures of perceived sustainability , 2015 .

[23]  Robert C. Blattberg,et al.  Manage marketing by the customer equity test. , 1996, Harvard business review.

[24]  Mary Jo Bitner,et al.  Relational benefits in services industries: The customer’s perspective , 1998 .

[25]  R. Rust,et al.  Should we delight the customer? , 2000 .

[26]  P. Schurr,et al.  Influences on exchange processes: Buyers' preconceptions of a seller's trustworthiness and bargaining toughness. , 1985 .

[27]  L. Berry.  Relationship marketing of services—growing interest, emerging perspectives , 1995 .

[28]  Gordon L. Fullerton.  When Does Commitment Lead to Loyalty? , 2003 .

[29]  Janet R. Mccoll-Kennedy.  Customer Satisfaction, Assessment, Intentions and Outcome Behaviors of Dyadic Service Encounters: A Conceyfual Model , 2015 .

[30]  G. Frankwick,et al.  The dynamics of buyers' perceived costs during a relationship development process: an empirical assessment , 2005 .

[31]  Jinghe Han,et al.  How do customers' SNS participation activities impact on customer equity drivers and customer loyalty? Focus on the SNS services of a global SPA brand , 2015 .

[32]  G. Balabanis,et al.  Bases of e-store loyalty: Perceived switching barriers and satisfaction , 2006 .

[33]  G. Odekerken-Schröder,et al.  Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration , 2001 .

[34]  F. Dwyer,et al.  Developing Buyer-Seller Relationships: , 1987 .

[35]  Ruth N. Bolton,et al.  A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction , 1994 .

[36]  C. Fornell.  A National Customer Satisfaction Barometer: The Swedish Experience: , 1992 .

[37]  Gordon L. Fullerton.  The service quality–loyalty relationship in retail services: does commitment matter? , 2005 .

[38]  Joona Keränen,et al.  Customer value assessment in business markets , 2014 .

[39]  P. Mattila,et al.  Fashion collaboration effects on consumer response and customer equity in global luxury and SPA brand marketing , 2014 .

[40]  Katherine N. Lemon,et al.  Return on Marketing: Using Customer Equity to Focus Marketing Strategy , 2004 .

[41]  Tamara Dinev,et al.  Internet Privacy Concerns and Social Awareness as Determinants of Intention to Transact , 2005, Int. J. Electron. Commer..

[42]  Derek Ong Lai Teik.  Enhancing the experience of needs satisfaction through service engagement: A case of commercial fitness centers in Malaysia , 2015 .

[43]  A competition model of bilateral platform enterprise with overlapping business , 2010, 2010 IEEE International Conference on Management of Innovation & Technology.

[44]  Jihyun Kim,et al.  Impacts of U.S. affluent consumers' luxury goods consumption beliefs on repeat purchases of luxury goods: Generational and gender comparison analyses , 2015 .

[45]  G. Odekerken-Schröder,et al.  Assessing the Impact of a Retailer's Relationship Efforts on Consumers' Attitudes and Behavior , 2003 .

[46]  Mark S. Johnson,et al.  The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships , 1999 .

[47]  A. Gustafsson,et al.  The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention , 2005 .

[48]  E. Çobanoğlu,et al.  Exploring dimensions of brand personality for Generation Y in the apparel market: The case of Turkey , 2015 .

[49]  K. Ruyter,et al.  On the relationship between store image, store satisfaction and store loyalty , 1998 .

[50]  Dwayne D. Gremler,et al.  Understanding Relationship Marketing Outcomes , 2002 .

[51]  K. Reynolds,et al.  Customer benefits and company consequences of customer-salesperson relationships in retailing , 1999 .

[52]  David T. Wilson,et al.  Understanding the Value of a Relationship , 1994 .

[53]  Juran Kim.  Sustainability in social brand communities: influences on customer equity , 2015 .