Rodyti trumpą aprašą

dc.contributor.authorAlavijeh, Mohammad Reza Karimi
dc.contributor.authorEsmaeili, Ahmad
dc.contributor.authorSepahvand, Akbar
dc.contributor.authorDavidavičienė, Vida
dc.date.accessioned2023-09-18T17:16:40Z
dc.date.available2023-09-18T17:16:40Z
dc.date.issued2018
dc.identifier.issn1392-2785
dc.identifier.urihttps://etalpykla.vilniustech.lt/handle/123456789/121185
dc.description.abstractThe uncertain stand in terms of product and service quality invites customers to get the advantage of other customers’ experiences in order to make a purchase decision. It has been discussed that word-of-mouth (WOM) influences consumer purchase behavior and it could create a robust tie like relatives and could also tie as close friends, acquaintances, and strangers. This paper intends to define the concepts of WOM and customer equity and study the terminology of current purchase intention, customer loyalty and correlates to consumer decision making. The data were collected utilizing selfadministrated questionnaires. The results are obtained using Smart PLS 2.0, then using the bootstrap algorithm the tstatistics are analyzed. The results indicate that customer equity drivers increase the customer loyalty and consequently ends in WOM by the customers. Despite the literature which has investigated the influence of customer equity drivers on the loyalty and purchase intention of the customers, this study contributes the analysis of drivers on WOM. Also, it reveals that if a firm invests in the customer equity drivers, the result will be loyalty and accordingly, the easiest way of advertisement that would be WOM. This study only focuses on a unique industry that can impact the generalizability of the contexts. Also, it relates only to the positive WOM effects. Future studies could strengthen the literature by taking in negative WOM with a broader population.eng
dc.formatPDF
dc.format.extentp. 236-246
dc.format.mediumtekstas / txt
dc.language.isoeng
dc.relation.isreferencedbyBusiness Source Complete
dc.relation.isreferencedbyScopus
dc.relation.isreferencedbySocial Sciences Citation Index (Web of Science)
dc.source.urihttp://dx.doi.org/10.5755/j01.ee.29.2.17718
dc.source.urihttp://inzeko.ktu.lt/index.php/EE/article/view/17718
dc.subjectVE02 - Integruotos komunikacijos strategijos ir koncepcijos / Integrated communication strategies and concepts
dc.titleThe effect of customer equity drivers on word-of-mouth behavior with mediating role of customer loyalty and purchase intention
dc.typeStraipsnis Web of Science DB / Article in Web of Science DB
dcterms.references75
dc.type.pubtypeS1 - Straipsnis Web of Science DB / Web of Science DB article
dc.contributor.institutionAllameh Tabataba'i University, Teheran
dc.contributor.institutionVilniaus Gedimino technikos universitetas
dc.contributor.facultyVerslo vadybos fakultetas / Faculty of Business Management
dc.subject.researchfieldS 003 - Vadyba / Management
dc.subject.researchfieldS 008 - Komunikacija ir informacija / Communication and information
dc.subject.ltspecializationsL103 - Įtrauki ir kūrybinga visuomenė / Inclusive and creative society
dc.subject.enWord-of-Mouth
dc.subject.enBrand equity
dc.subject.enValue equity
dc.subject.enRelationship equity
dc.subject.enPurchase intention
dcterms.sourcetitleInžinerinė ekonomika = Engineering economics
dc.description.issueiss. 2
dc.description.volumeVol. 29
dc.publisher.nameKaunas University of Technology
dc.publisher.cityKaunas
dc.identifier.doi000431337900011
dc.identifier.doi2-s2.0-85046801079
dc.identifier.doi10.5755/j01.ee.29.2.17718
dc.identifier.elaba28435800


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