Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/32427
Title: Effects of ICT service innovation and complementary strategies on brand equity and customer loyalty in a consumer technology market
Authors: Xu, X 
Thong, JYL
Venkatesh, V
Keywords: Brand equity
Customer loyalty
Customization
ICT service innovation
ICT service management
Mobile data services
Personalization
Service leadership
Strategy complementarity
Technology leadership
Issue Date: 2014
Publisher: Institute for Operations Research and the Management Sciences
Source: Information systems research, 2014, v. 25, no. 4, p. 710-729 How to cite?
Journal: Information systems research 
Abstract: This paper examines the effects of information and communication technology (ICT) service innovation and its complementary strategies on brand equity and customer loyalty toward ICT service providers. We draw from research on brand equity and customer loyalty, ICT innovation management, and strategy complementarity to propose a model that includes new constructs representing ICT service innovation, i.e., service leadership, and its two complementary strategies, i.e., customization-personalization control and technology leadership, and how their interactions influence customer loyalty through customer-based brand equity. We test our model using data from an online survey of 1,210 customers of mobile data services. The results show that service leadership and customization-personalization control have significant direct impacts on ICT service providers' brand equity. Moreover, when either the level of technology leadership or the level of customization-personalization control is high, the impact of service leadership on brand equity is enhanced. In turn, brand equity has significant impacts on consumers' affective loyalty and conative loyalty, but not on cognitive loyalty. Our study contributes to the literature on service management and service science, and in particular to the management of ICT service innovation in a consumer technology market.
URI: http://hdl.handle.net/10397/32427
ISSN: 1047-7047
EISSN: 1526-5536
DOI: 10.1287/isre.2014.0540
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