A survey on the relationships between perceived value and customer advocacy behavior

The main purpose of this paper is to develop a new model to investigate the effects of various dimensions of perceived value (social, emotional and conditional) on commitment and explore the effects of commitment on customer advocacy behaviors, including sharing information, marketing research support, word-of-mouth referrals, and increasing repurchase intentions. In this new model an online survey was used with a sample of 271 students of Shiraz University (MAN) using NOKIA mobile phone. Over three-quarters of the students (76.2 percent) were male. The data were screened using the SPSS program (Version 11). The research found significant positive relationships between customer perceived value and commitment. The findings suggest that commitment most influenced by social value (40%), emotional value (32%),and conditional value (27%).Beside, the findings illustrate that customers with stronger levels of commitment are indeed more willing to contribute as customer advocates. This study shows that the most impacts of commitment are on word-of-mouth (31%), repurchase intentions(28%), information sharing(21%) and marketing research support(19%).Of course all of the eight hypotheses were supported.