The Impact of Customer Advocacy on Customer Perceived Value by Ying-Pin Yeh

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The impact of customer advocacy on customer perceived value; written by Ying-Pin Yeh Published in The Journal of Business and Retail Management Research Vol. 8 Issue 1 October 2013, set out to research and analyze the effect of customer perceived value influences customer advocacy. Ying-Pin Yeh attempted to show the effects of customer trust, satisfaction, and perceived value in the telecom companies in Taiwan. This article attempts to prove that telecommunication business should be investing in to increase customer advocacy by building trust and satisfaction. The study utilizes 388 surveys to gather data enabling Yeh to evaluate six hypotheses. Hypothesis 1 Customer trust has a positive impact on perceived value. Hypothesis 2 Customer satisfaction has a positive impact on customer perceived value. Hypothesis 3 Customer advocacy has a positive impact on customer trust. Hypothesis 4 Customer Advocacy has a positive impact on customer satisfaction. Hypothesis 5 Customer empowerment has a positive impact on the firm’s customer advocacy. Hypothesis 6 Organizational innovation has a positive impact on the firm’s customer advocacy. (Yeh, 2013) Customer advocacy aims to build deeper customer relationships by earning new levels of trust and commitment and by developing mutual transparency, dialogue, and partnership with customers.(Yeh, 2013) This study tries to identify how the effects of consumer advocacy directly impacts the trust, satisfaction and perceived customer value.
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