Customer loyalty in financial services from a service-dominant logic perspective / Kat Mui Ling
Purpose – Modern customers are now more informed, connected, and active in their consumption activities. As a result, it is becoming increasingly common for consumers to jointly create value with the firm to satisfy their personalised demand. The purpose of this research is to investigate the eff...
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| Format: | Thesis |
| Published: |
2010
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| Subjects: | |
| Online Access: | http://studentsrepo.um.edu.my/3558/3/1._Title_page%2C_abstract%2C_table_of_contents.pdf http://studentsrepo.um.edu.my/3558/4/2._Full_text%2C_chapters.pdf http://studentsrepo.um.edu.my/3558/5/3._References.pdf http://www.pendeta.um.edu.my/uhtbin/cgisirsi/x/0/0/57/5/3?searchdata1=854069{CKEY}&searchfield1=GENERAL^SUBJECT^GENERAL^^&user_id=WEBSERVER http://studentsrepo.um.edu.my/3558/ |
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| Institution: | Universiti Malaya |
| Summary: | Purpose – Modern customers are now more informed, connected, and active
in their consumption activities. As a result, it is becoming increasingly
common for consumers to jointly create value with the firm to satisfy their
personalised demand. The purpose of this research is to investigate the effect
of involving customer as active participants in the co-production of
consumption experience and co-creation of value on customer loyalty in the
provision of financial services.
Design/methodology/approach – The hypotheses were tested by using
regression analysis on data collected from a survey that yielded 285
respondents who are the customers of various unit trust companies in
Malaysia.
Findings – The findings show that there is a significant and positive
relationship between value co-creation and customer loyalty. It displays that
customer experience mediate the relationship between value co-creation and
customer loyalty, and attitudinal loyalty mediates the relationship between
customer experience and behavioural loyalty.
Practical implications – Value co-creation is an important strategy for
financial services provider to find innovative ways to differentiate themselves
and foster customer loyalty in the increasingly competitive marketplace.
Original/value –This research binds together value co-creation and customer
loyalty in the financial services context which has not been done in prior
research. This research also builds empirically evidence to support and
validate the concept of value co-creation.
Keywords – services marketing, service-dominant logic, value co-creation,
customer loyalty, customer experience
Paper type – Research paper |
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