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Journal of Relationship Marketing Volume 6, 2007 - Issue 1
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Original Articles

The Relationships of Customer-Perceived Value, Satisfaction, Loyalty and Behavioral Intentions

Spiros P. Gounaris PhD Department of Marketing and Communication, Athens University of Economics and Business, Athens, Greece
,
Nektarios A. Tzempelikos Department of Marketing and Communication, Athens University of Economics and Business, Athens, Greece
&
Kalliopi Chatzipanagiotou PhD Athens University of Economics and Business, Athens, Greece
Pages 63-87 | Published online: 30 Sep 2009
 
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Abstract

The concept of Customer-Perceived Value (CPV) has become a matter of increasing concern in marketing literature. However, there are few empirical studies that attempt to examine the notion of it. Filling this gap, this study provides a conceptual as well as empirical investigation of CPV as a formative construct and also offers an insight regarding the role of CPV in influencing, through satisfaction and loyalty, the behavioral intentions of word of mouth, repurchase intention and cross-buying. Furthermore, the potential moderating role of social pressure in the relationship between satisfaction and loyalty is also examined. The results suggest that delivering superior customer value enables a firm to achieve favorably behavioral intentions. Implications for practice, study limitations and future research are discussed.

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