This paper investigates the dynamic relationship between the customer satisfaction and shareholder value. The authors applied the Bayesian heterogeneous model to obtain individual firm level, time varying estimates of the association. Their findings suggest that individual firm level associations change over time and customer satisfaction tends to create shareholder value in the long run but not necessarily in the short term. The results also indicate that industry and firm characteristics can affect the associations and the impacts vary over time.

Based on the attribution theory, this study focus on regular customers to investigate the mechanism of retention willingness of regular customers with different nature. And by using independent T-test, multiple regression and multiple delta analysis, the effects of customer heterogeneity on regular customer value are compared. Several important implications are got through empirical analysis. Firstly, the theoretical model, which is reconstructed from the perspective of attribution theory, has stronger explanatory power. The result shows that the win-backed customer value is higher and fluctuates less than ordinary regular customer value. Secondly, with respect to regular customers, the quality of enterprise-customer relationship, such as customer trust and customer commitment can moderate the effect of customer satisfaction on customer retention willingness. And the types of customer trust differ their moderating power of effects of customer satisfaction on customer retention willingness, demonstrating cognitive trust’s moderating power is higher than that of emotional trust. Thirdly, the inner path relationship strength of customer retention willingness is significantly different under the mechanism of win-back customer heterogeneity. And the relationship between customer satisfaction and customer trust, between customer trust and customer commitment, between customer satisfaction and customer commitment, and between customer commitment and customer retention willingness of win-back customer is more robust than that of ordinary regular customers. Furthermore, this research can raise several practical implications for enterprises to promote customers’ retention rate.

How to frame promotion messages according to particular promotion situations is a critical issue that influences the effectiveness of a promotion and eventually has an impact on a firm’s revenue. For example, a same promotion message can be framed as either a gain or a reduced loss. This study explores how regulatory focus moderates the effect of the promotion framing on buying intention and tests two hypotheses using analysis of variance. Consistent with our hypothesis, the results showed that for consumers with a promotion focus, buying intention was higher when a promotion message was framed as a gain than it was framed as a reduced loss. On the other hand, for consumers with a prevention focus, buying intention was higher when a promotion message was framed as a reduced loss than it was framed as a gain. The findings of the study shed lights on how to use psychological theories of framing effects in sales promotion research. It also provides important managerial implications for marketing managers to develop effective promotion strategies.

In the paradigm of relationship marketing, this study sets out in the channel context of Chinese manufactures and distributors to address the association between distributors’ perceived fairness and relationship quality and proposes a new conceptual model. Structural equation modeling analysis was conducted to validate the conceptual model based on data from 348 Chinese cell phone distributors. Some new findings were achieved through the model analysis.

In consumer behavior fields, goals effects focus on the impact of goals on information processing at the product choice stage. Little attention has been given to the effect of goals on consumption behavior at postpurchase stage. The paper examines how consumption goals influence consumption behavior in consumption context. To be specific, we investigate which consumption goals affect active consumption behavior and the role of implementation intention in the relationship between the consumption goals and active consumption behavior. Results show that clear, autonomous, and intrinsic consumption goals have significant impacts on active comsumption behavior. The implementation intention mediates the effect of the goal on the active consumption behavior.

This paper analyzes the influence of Entrepreneurial Social Capital on exercising of coercive and non-coercive power using Linear Regression Model by investigating 440 canola and rice seed agents in 30 counties, 3 provinces. It indicates that Institutional Social Capital has significantly positive influence on Coercive Power and negative on Non-coercive Power. The negative influence of Commercial Social Capital on Coercive Power is not significant, but the Technical Social Capital’ is significant. Commercial and Technical Social Capital has significantly positive influence on Non-coercive power. All of these relationships are regulated by Entrepreneurial Education.

This paper studies the different impacts of two discount frames, “Off” and “Zhe”, on consumers’ perceived value. We adopt the regulatory fit theory to elucidate the discount framing effect. In study 1, regulatory focus is manipulated through activating participants “ideal self” or “actual self”. We found that “Off” is perceived of higher value for participants with a promotion focus while “Zhe” is perceived of higher value for those with a prevention focus. In study 2, participants are primed with different regulatory goals. We found similar results under high-depth promotion. Under low-depth promotion, we found that “Off” is perceived to provide more value than “Zhe”. In study 3, we measured participants’ regulatory tendency and examined the frames (i.e., “Off” and “Zhe”) stated in absolute values and percentages simultaneously. We found that the fit between regulatory focuses and discount frames only held when discounts were stated in percentages. When stated in absolute values, “Off” was perceived of higher value than “Zhe”. Finally, marketing implications, limitations, and future studies are discussed.

From the point of view of perception, this study examines the impact of other customer misbehavior on customer service satisfaction and behavioral intentions, testing the moderating effect of relationship quality. The customer is divided into two groups, high-relationship quality customer and low-relationship quality customer. Our findings demonstrate that Under the condition of other customer misbehavior, relative to the low-relationship quality customer, high-relationship quality customer’s perceptions of enterprise responsibility has lower negative effect on satisfaction, perceived employee effort has higher positive effect on satisfaction, and satisfaction has lower negative effect on departure tendency. Based on these conclusions, this paper give the recommendations, Companies should fundamentally prevent and reduce customer misbehavior to cut off the source of controlled perception; strengthen staff efforts to respond to customer misbehavior to improve service satisfaction; and strengthen the relationship to weak the negative effect of customer misbehavior and enhance staff efforts’ positive impact on satisfaction.