The contribution of perceived firm marketing innovation initiatives to customer perceived value and loyalty: does switching experience really matter?

• Main Authors: Chuah, S. H. W., Marimuthu, M., Ramayah, T.
• Format: Article
• Language: English
• Published: Penerbit Universiti Sains Malaysia 2016
• Subjects: HF Commerce
• Online Access: http://eprints.utm.my/id/eprint/71735/1/ThurasamyRamayah2016_TheContributionofPerceivedFirmMarketing.pdf; http://eprints.utm.my/id/eprint/71735/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85008186362&partnerID=40&md5=5cffb332646fc86f1b627e98a9fe498d

In recent years, perceived firm marketing innovation initiatives (PFMII) are increasingly considered as an important means to ensure customers' continued loyalty. Although customer perceived value is believed to be a potential mediator between PFMII and customer loyalty, much of the evidence to...