Customer perceived value, customer advocacy, customer empowerment, organizational Innovation.


To maintain a competitive advantage, firms are increasingly regarding customer-perceived value as a vital factor in creating new service methods. Customer advocacy presents a cascade of stages, from the operating strategy and delivery system of the company to the customer's perception of service quality. After reviewing related literature, this research identified the antecedents of customer advocacy affecting the customers, and explored the effect of customer advocacy on customer perceived value, taking customer trust and satisfaction as the intervening construct. We formulated six hypotheses. Data were collected from 388 usable questionnaires, which had been completed by customers for Taiwanese telecommunication firms. The hypotheses were tested with respondent-sample data by using a structural equation model. The results indicated that customer advocacy directly and positively relates to customer trust and satisfaction, customer trust and satisfaction directly and positively relate to customer perceived value, and customer empowerment and organizational innovation directly and positively relate to customer advocacy.

Full Text : PDF

  1. Achrol, R. and Kotler, P. (1999), “Marketing in the network economy”, Journal of Marketing, Vol. 63, pp. 146-63.
  2. Anderson, J. C., and Gerbing, D. W. (1988), “Structural equation modeling in practice: a review and recommended two-step approach”, Psychological Bulletin, Vol. 103(3), pp. 411-423.
  3. Baker, S. L. (2003), New consumer marketing: managing a living demand system, John Wiley & Sons, Chichester.
  4. Bowman, C. and Ambrosini, V. (2000), “Value creation versus value capture: towards a coherent definition of value in strategy”, British Journal of Management, Vol. 11(1), pp. 1-15.
  5. DeSarbo, W. S., Jedidi, K., and Sinha, I. (2001), “Customer value analysis in a heterogeneous market”, Strategic Management Journal, Vol. 22( 9), pp. 845-857.
  6. Hamel, G. (2007), The future of management. Boston: Harvard Business School Press.
  7. Hatcher, L. (1998), A step-by-step approach to using the SAS system for factor analysis and structural equation modeling, 3rd, SAS Institute Inc.
  8. Hult, G. T., Hurley, R. F., and Knight, G. A. (2004), “Innovativeness: its antecedents and impact on business performance”, Industrial Marketing Management, Vol. 33(5), pp. 429-438.
  9. Hurley, R. F. and Hult, G. T. M. (1998), “Innovation, market orientation, and organizational learning: an integration and empirical examination”, Journal of Marketing, Vol. 62(3), pp. 42-54. 
  10. Ind, N. and Riondino, M.C. (2001), “Branding on the web: a real revolution?”, Brand Management, Vol. 9(1), pp. 8-19.
  11. Joreskog, K. G., and Sorbom, D. (1993), LISREL8: user's reference guide, Chicago, IL: Scientific Software International.
  12. Lambert, D. and Harrington, T. (1990), “Measuring non-response bias in mail surveys”, Journal of Business Logistics, Vol. 11(2), pp. 5-25.
  13. Lawer, C. and Knox, S. (2006), “Customer advocacy and brand development”, Journal of Product & Brand Management, Vol. 15 (2), pp. 121-129. 
  14. Lepak, P. D., Smith, K. G., and Taylor, S. M. (2007), “Value creation and value capture: a multilevel perspective”, Academy of Management Review, Vol. 32(1), pp. 180-194.
  15. Lessler, J. T. and Kalsbeek, W. D. (1992), Non-sampling error in surveys, New York: Wiley.
  16. Martelo, S., Barroso, C., and Cepeda, G. (2011), “Creating dynamic capabilities to increase customer value”, Management Decision, Vol. 49(7), pp. 1141-1159.
  17. McKenna, R. (2002), Total access - giving customers what they want in an anytime, anywhere world, Harvard Business School Publishing, Boston, MA.
  18. Morgan, R. M. and Hunt, S. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol.58, pp.20-38.
  19. O’Cass, A. and Ngo, L. V. (2011), “Achieving customer satisfaction in services firms via branding capability and customer empowerment”, Journal of Service Marketing, Vol. 25(7), pp. 489-496.
  20. Payne, A. and Holt, S. (2001), “Diagnosing customer value: integrating the value process and relationship marketing”, British Journal of Management, Vol. 12(2), pp. 159-182.
  21. Pitt, L. F., Berthon, P. R., Watson, R. T., and Zinkhan, G. M. (2002), “The internet and the birth of real consumer power”, Business Horizons, Vol. 45(4), pp. 7-14.
  22. Ramani, G. and Kumar, V. (2008), “Interaction orientation and firm performance”, Journal of Marketing, Vol. 72 (1), pp. 27-45.
  23. Sa´nchez, R., Iniesta, M. A., and Holbrook, M. B. (2009), “The conceptualisation and measurement of consumer value in services”, International Journal of Market Research, Vol. 51(1), pp. 93-113.
  24. Sheth, J. N., Sisodia, R.S., and Sharma, A. (2000), “The antecedents and consequences of customer-centric marketing”, Journal of the Academy of Marketing Science, Vol. 28(1), pp. 55-66.
  25. Smith, J. B. and Colgate, M. (2007), “Customer value creation: a practical framework”, Journal of Marketing Theory & Practice, Vol. 15(1), pp. 7-23.
  26. Srivastava, R. K., Fahey, L., and Christensen, H. K. (2001), “The resource-based view and marketing: the role of market-based assets in gaining competitive advantage”, Journal of Management, Vol. 27(6), pp.777-802.
  27. Sweeney, J. C. and Soutar, G. N. (2001), “Consumer perceived value: the development of a multiple item scale”, Journal of Retailing, Vol. 77, pp. 203-220. 
  28. Sweeney, J. C., Soutar, G. N., and Johnson, L. W. (1999), “The role of perceived risk in the quality-value relationships: a study in retail environment”, Journal of Retailing, Vol. 75(1), pp. 77-105. 
  29. Teece, D. J. Pisano, G., and Shuen, A. (1997), “Dynamic capabilities and strategic management”, Strategic Management Journal, Vol. 18(7), pp. 509-533.
  30. Ulaga, W. and Eggert, A. (2006), “Value-based differentiation in business relationships: gaining and sustaining key supplier status”, Journal of Marketing, Vol. 70(1), pp. 119-136.
  31. Urban, G. L. (2004), “The emerging era of customer advocacy”, MIT Sloan Management Review, Vol. 45(2), pp. 77- 82. 
  32. Wathieu, L., Brenner, L., Carmon, Z., Chattopadhyay, A., Drolet, A., Gourville, J., Muthukrishan, A.V., Novemsky, N., Ratner, R.K., Wertenbroch, K. and Wu, G. (2002), “Consumer control and empowerment: a primer”, Marketing Letters, Vol. 13(3), pp. 297-305.
  33. Wind, J. and Rangaswamy, A. (2001), “Customerization: the next revolution in mass customization”, Journal of Interactive Marketing, Vol. 15(1), pp. 13-32.
  34. Yeh, Y. P., “Exploring the antecedents and consequences of customer advocacy orientation”, The Business & Management Review, Vol. 3(4), pp, 33-43.
  35. Zeithaml, V. A. (1988), “Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence”, Journal of Marketing, Vol. 52(July), pp. 2-22.
  36. Zimmerman, M. A. and Rappaport, J. (1988), “Citizen participation, perceived control, and psychological empowerment”, American Journal of Community Psychology, Vol. 16(5), pp. 725-750.