Open AccessDoes Emotional Value Play a Role in the Relationship between Risk and Loyalty?
Author(s) -
Mircea Andrei Scridon
Publication year - 2019
Publication title -
marketing from information to decision journal
Language(s) - English
Resource type - Journals
ISSN - 2601-3983
DOI - 10.2478/midj-2019-0008
Subject(s) - loyalty , context (archaeology) , value (mathematics) , sample (material) , structural equation modeling , psychology , marketing , social psychology , business , geography , statistics , mathematics , chemistry , archaeology , chromatography
Although perceived value is considered essential in any marketing activity, the role it plays regarding the relationship between perceived risk and loyalty in the context of organizational markets is not thoroughly considered. Therefore, this paper addresses the aforementioned issues in the context of the small and medium size enterprise market in Romania. From a sample of 229 entities, data were collected and analysed using structural equation modelling techniques. Results confirmed that different relationships are established between functional or financial risk and emotional value on the one hand, and emotional value and loyalty on the other hand. Discussions of the results integrate main findings with other studies that partially or tangentially study the connections between emotional value, risk and loyalty. The paper end with a brief limitations and avenues for future research.