Abstract

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 value) 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 (IRAN) using NOKIA mobile phone. Over three-quarters of the students (76.2%) were male. The respondents were between the age of 18 and 28 years. The questions used in this study were taken from the relevant literature, contained 37 questions addressing all the variables: social value (4 items), emotional value (5 items), conditional value (1 item), commitment (5 items), information sharing (7 items), marketing research support (5 items), word-of-mouth (7 items) and repurchase intentions(3 items). The data were screened using the SPSS program (Version 11). Finally, descriptive- correlative methodology was used in this study. 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. Further research is encouraged on the relative importance of the value dimensions’ influence on commitment in global markets and expanded view of customer advocacy. Researchers are also advised to regard this work as a starting-point for expanded hypotheses development of future customer advocacy models. The study considers the potential for how business customers can be further engaged to serve as advocates and thereby help improve the firm’s marketing performance. This study implies the major influence of social value and the minor influence of conditional value on commitment and also implies the major impact of commitment on word-of-mouth and the minor influence of commitment on marketing research support.

Key words: Social value, emotional value, conditional value, word-of-mouth, repurchase intentions, information sharing, marketing research support.