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http://dx.doi.org/10.17703/JCCT.2022.8.4.127

The Impact of Self-Congruity and Perceived Value on Customer Loyalty  

Byeon, Hyeonsu (Division of Public Administration, Korea National University of Transportation)
Publication Information
The Journal of the Convergence on Culture Technology / v.8, no.4, 2022 , pp. 127-134 More about this Journal
Abstract
Scholars and companies have made a lot of effort to increase customer loyalty to achieve long-term customer retention and sustainable profitability. The author proposes a conceptual model with the purpose of understanding the antecedent variables which have impact on customer attitudinal/behavioral loyalty. In addition, this article examines the mediating effects of perceived value between self-congruity and customer loyalty. The results show that self-congruity has significant, direct, and positive effects on perceived value and customer loyalty. Meanwhile, self-congruity indirectly affects attitudinal and behavioral loyalty, that is, the mediating effects of perceived value are significant. The author proposes the implications of these findings for practitioners and related industries.
Keywords
Self-Congruity; Perceived Value; Customer Loyalty; Mediation Effect;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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