Customer Value Anticipation, Customer Satisfaction and Loyalty: An Empirical Examination

Industrial Marketing Management, Vol. 40, No. 2, February 2011

12 Pages Posted: 22 Jul 2012

See all articles by Christopher Phillips Blocker

Christopher Phillips Blocker

Colorado State University

Daniel Flint

affiliation not provided to SSRN

Philip Boutin

affiliation not provided to SSRN

Date Written: May 27, 2010

Abstract

A service-dominant logic by definition is inherently customer oriented and relational, reflecting deeper and more complex connections between suppliers and customers. The service mindset driving increased collaboration enables suppliers to have deeper insights to what customers' value. Customer value perceptions are dynamic, sometimes in constant flux, necessitating anticipatory capabilities on the part of suppliers. Yet, there is a notable lack of discussion about customer value anticipation and related empirical evidence of whether or not customers care if suppliers anticipate what they value. The authors report on two survey studies that test using structural equation modeling the notion that suppliers good at anticipating what customers will value realize higher customer satisfaction and loyalty. Understanding this relationship is critical for marketing managers wrestling with allocation of limited resources. We find that customer value anticipation is a strong driver of satisfaction and loyalty, with satisfaction acting as a mediator for loyalty.

Keywords: Customer value anticipation, Service dominant logic, Customer loyalty, Customer satisfaction, Customer value

JEL Classification: M30,M31

Suggested Citation

Blocker, Christopher Phillips and Flint, Daniel and Boutin, Philip, Customer Value Anticipation, Customer Satisfaction and Loyalty: An Empirical Examination (May 27, 2010). Industrial Marketing Management, Vol. 40, No. 2, February 2011. Available at SSRN: https://ssrn.com/abstract=2101418

Christopher Phillips Blocker (Contact Author)

Colorado State University ( email )

Fort Collins, CO 80523

Daniel Flint

affiliation not provided to SSRN ( email )

Philip Boutin

affiliation not provided to SSRN ( email )

Register to save articles to
your library

Register

Paper statistics

Downloads
341
Abstract Views
1,600
rank
90,415
PlumX Metrics