The DOI matches its Crossref record; 20 of the 20 references it cites were found in a registry or an index.
Customer Equity Drivers and Future Sales
Open accessAbstract
Research on linking operational marketing inputs to customer attitudes and customer behavior has been gaining significance concomitant with the growing recognition that customers are market-based assets. In response to this, researchers and practitioners have proposed several conceptual models. Despite recent advances in research, the results are still inconclusive as to the relationship between customer attitude and future sales. A reason for this could be due to the paucity of studies combining survey-based data with behavioral data to understand better the drivers of customer behavior. With that in mind, the authors investigate the effects of customer perceptions of key marketing actions on customer attitudes and actual customer behavior as reflected by future sales. The authors propose that customer perceptions of value, brand, and relationship—“customer equity drivers”—affect loyalty intentions and future sales. The results of the study, which is based on a sample of 5694 customers of a large European do-it-yourself retailer, suggest that customer equity drivers can significantly predict future sales, even after the authors control for the current sales level.
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Cited by
Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010) · Journal of Marketing · doi:10.1509/jmkg.74.6.128 · Cited by 533
Measuring customer experience in physical retail environments
Bustamante, J. C., & Rubio, N. (2017) · Journal of Service Management · doi:10.1108/josm-06-2016-0142 · Cited by 306
Building customer loyalty in retail banking: a serial-mediation approach
Kamath, P. R., Pai, Y. P., & Prabhu, N. K. P. (2019) · International Journal of Bank Marketing · doi:10.1108/ijbm-01-2019-0034 · Cited by 85
Why continue sharing: Determinants of behavior in ridesharing services
Arteaga-Sánchez, R., Belda-Ruiz, M., Ros-Galvez, A., & Rosa-Garcia, A. (2020) · International Journal of Market Research · doi:10.1177/1470785318805300 · Cited by 84
Metadata
- Authors
- Vogel, V., Evanschitzky, H., & Ramaseshan, B.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2008-11
- Volume
- 72
- Issue
- 6
- Pages
- 98-108
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W1987862360
- Cited by
- 440
- References
- 20
- FWCI
- 34.50
- Type
- journal article
- Language
- en
- Open access
- green
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
