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The relationships of customer-perceived value, satisfaction, loyalty and behavioral intentions

Gounaris, Spiros and Tzempelikos, Nektarios and Chatzipanagioti, Kalliopi (2007) The relationships of customer-perceived value, satisfaction, loyalty and behavioral intentions. Journal of Relationship Marketing, 6 (1). pp. 63-87. ISSN 1533-2667

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The concept of Customer-Perceived Value (CPV) has become a matter of increasing concern in marketing literature. However, there are few empirical studies that attempt to examine the notion of it. Filling this gap, this study provides a conceptual as well as empirical investigation of CPV as a formative construct and also offers an insight regarding the role of CPV in influencing, through satisfaction and loyalty, the behavioral intentions of word of mouth, repurchase intention and cross-buying. Furthermore, the potential moderating role of social pressure in the relationship between satisfaction and loyalty is also examined. The results suggest that delivering superior customer value enables a firm to achieve favorably behavioral intentions. Implications for practice, study limitations and future research are discussed.