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
• Institution: Universiti Teknologi Malaysia

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...