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Does Emotional Value Play a Role in the Relationship between Risk and Loyalty?

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  • Scridon Mircea-Andrei

    (Babes-Bolyai University, Faculty of Economics and Business Administration, Romania)

Abstract

Although perceived value is considered essential in any marketing activity, the role it plays regarding the relationship between perceived risk and loyalty in the context of organizational markets is not thoroughly considered. Therefore, this paper addresses the aforementioned issues in the context of the small and medium size enterprise market in Romania. From a sample of 229 entities, data were collected and analysed using structural equation modelling techniques. Results confirmed that different relationships are established between functional or financial risk and emotional value on the one hand, and emotional value and loyalty on the other hand. Discussions of the results integrate main findings with other studies that partially or tangentially study the connections between emotional value, risk and loyalty. The paper end with a brief limitations and avenues for future research.

Suggested Citation

  • Scridon Mircea-Andrei, 2019. "Does Emotional Value Play a Role in the Relationship between Risk and Loyalty?," Marketing – from Information to Decision Journal, Sciendo, vol. 2(2), pages 35-42, December.
    • Handle: RePEc:vrs:mfitdj:v:2:y:2019:i:2:p:35-42:n:3
    DOI: 10.2478/midj-2019-0008
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    References listed on IDEAS

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    2. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    3. Urbany, Joel E & Dickson, Peter R & Wilkie, William L, 1989. "Buyer Uncertainty and Information Search," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(2), pages 208-215, September.
    4. Wolfgang Ulaga & Andreas Eggert, 2006. "Value-Based Differentiation in Business Relationships: Gaining and Sustaining Key Supplier Status," Post-Print hal-00482456, HAL.
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    Cited by:

    1. Baoliang Hu & Wei Huang & Shuai Yan & Guang Liu & Tao Zhang, 2020. "Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(17), pages 1-14, August.

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    More about this item

    Keywords

    Emotional value; Perceived risk; Loyalty;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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