Understanding Value Perceptions in Consumer Relationships: a Look At the Role of Self-Esteem

Sylvia Long-Tolbert, University of Toledo, Toledo, OH, USA
Raj Suri, Drexel University, Philadelphia, PA, USA
Abstract Value creation is essential to building customer loyalty. There are numerous factors that potentially influence consumer perceptions of value in a relational setting. In this research, we investigate the relationship between price (a strategic factor), self-esteem (an individual difference factor) and types of consumer relationships (a situational factor) to provide empirical evidence of their joint influence on the value perceptions of relational customers. An experiment was conducted to examine the relationships among these diverse factors in a retailing context. The results indicate that self-esteem moderates the relationship between price and relationship type, significantly affecting value perceptions and customer loyalty.
[ to cite ]:
Sylvia Long-Tolbert and Raj Suri (2007) ,"Understanding Value Perceptions in Consumer Relationships: a Look At the Role of Self-Esteem", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 399-403.