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Does opinion leadership influence service evaluation and loyalty intentions? Evidence from an arts services provider

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Flores Zamora, Javier and García de Madariaga Miranda, Jesús (2017) Does opinion leadership influence service evaluation and loyalty intentions? Evidence from an arts services provider. Journal of Retailing and Consumer Services, 39 . pp. 114-122. ISSN 0969-6989

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Official URL: http://dx.doi.org/10.1016/j.jretconser.2017.07.008



Abstract

The role of opinion leadership to develop positive loyalty effects in the arts services has received little attention. The objectives of this paper are: first, to test the influence of opinion leadership between service attributes and loyalty; and second, to test if this effect is different across gender and education level groups. The model was validated using EFA and multiple regression analysis with bootstrapping. Results fully support that during the service evaluation process, loyalty is predicted differently according to the individual's opinion leadership level. When opinion leadership is high, satisfaction-related attributes are determinant to predict a person's loyalty; when opinion leadership is low, perceived quality-related attributes act as predictors of loyalty. The data also supports a moderation effect amongst women and visitors in the high education level group. These findings highlight the importance of understanding opinion leaders in identifying ways for an organization to strengthen interactions among arts patrons, and develop positive loyalty effects.


Item Type:Article
Uncontrolled Keywords:Opinion leadership; Arts services; Service evaluation; Loyalty intentions; Satisfaction.
Subjects:Social sciences > Economics > Marketing
Humanities > Fine Arts
ID Code:57316
Deposited On:10 Oct 2019 11:41
Last Modified:11 Oct 2019 07:56

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