电信服务品牌化交付的隐性链:价值、信任、品牌、价格容忍和口碑传播链

Q2 Business, Management and Accounting
S. R. Nikhashemi, N. Valaei, Sajad Rezaei, Grégory Bressolles
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引用次数: 7

摘要

摘要由于从一家移动服务提供商到另一家的客户转换行为很高,市场竞争激烈,学者和营销人员正试图找到并制定最合适的消费者驱动的商业战略,以保持竞争力。基于手段-目的、价值和品牌资产理论,本研究提出了一个在电信背景下建立价值的综合模型→ 相信→ 品牌→ 价格容忍度→ 口碑传播链。作为一种主要方法,使用了调查方法,通过该方法收集了437份在线回复。应用结构方程建模(SEM),本研究的结果表明,经验结果与所提出的关系(链)一致,重要性-绩效图分析表明,感知价值和品牌信任对价格容忍度的影响最大。品牌形象和感知价值也被证明在电信行业建立积极口碑方面具有最高重要性。此外,本研究发现,品牌资产成分具有较强的中介作用,而性别和年龄在不同群体中的调节作用各不相同。总的来说,这项研究有助于服务营销、品牌和消费者行为文献,特别是在电信领域。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Hidden Chain of Branded Telecommunication Services Delivery: Value, Trust, Brand, Price Tolerance and Word of Mouth Communication Chain
Abstract Due to high customer switching behavior from one mobile service provider to another and high competition within the market, scholars, and marketers are trying to find and formulate the most appropriate consumer-driven business strategy to stay competitive. Grounded in means-end, value, and brand equity theories, this study proposes an integrative model in the telecom context to establish value → trust→ brand → price tolerance→ word of mouth communication (WOMC) chain. As a primary approach, the survey method is used through which 437 online responses were collected. Applying Structural Equation Modeling (SEM), the findings of this study show that the empirical outcomes tally with the proposed relationships (the chain) and the importance-performance map analysis indicates that both perceived value and brand trust have the highest influence on price tolerance. Brand image and perceived value also demonstrate to be of highest importance in building positive WOMC in the context of the telecoms industry. In addition, this study found that brand equity components have strong mediating effects, while the moderating roles of gender and age across groups varies. Overall, this study contributes to the service marketing, branding, and consumer behavior literature, particularly in the context of telecommunications.
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来源期刊
Journal of Relationship Marketing
Journal of Relationship Marketing Business, Management and Accounting-Marketing
CiteScore
10.20
自引率
0.00%
发文量
7
期刊介绍: The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.
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