New paper on: The Power of Emotional Value
The Power of Emotional Value: Moderating Customer Orientation Effect in Professional Business Services Relationships
Associate Professor Selma Kadic-Maglajlic and co-authors have published a new paper in the Industrial Marketing Management dealing with the power of emotional value when it comes to moderating customer orientation effect in professional business services relationships.
- Study looks at customer orientation and customer perceived value together with important relationship marketing phenomena
- Perceived customer orientation is related to satisfaction with the relationship as indicated by an inverted U-shaped form
- Perceived emotional value moderates the curvilinear effect of perceived customer orientation on relationship satisfaction
- Emotional value acts as an auxiliary mechanism that can prevent the diminishing effects of customer orientation
Read the full paper here.
Arslanagic-Kalajdzic, M., Kadic-Maglajlic, S., & Miocevic, D. (2020). The power of emotional value: Moderating customer orientation effect in professional business services relationships. Industrial Marketing Management, 88, 12–21