The Impact of Market-based Assetson Client Loyalty: The Moderating Role of Platform Competition

Abstract

Abstract:

As the platform-based business model prevails increasingly, client-platform relationship has become an important base for platform firms to gain competitive advantage. This study explores the effects of market-based assets deployment by platform firms on client loyalty in a competitive setting. This study, using a survey to clients of e-commerce platforms, finds that market-based assets can increase client loyalty through enhancing client perceived value, and that four types of market-based assets have differential effects on client perceived value. When platform competition intensifies, the positive effect of accumulated relational assets on client perceived value attenuates, whereas the positive effects of know-how intellectual assets and interactive relational assets don't change significantly. However, the effect of know-what intellectual assets on client perceived value is not significant. These findings suggest that a platform firm should take platform competition into account when developing and leveraging its market-based assets, and align its competitive strategies with its market-based resources.

Key words: market based asset, perceived value, client loyalty, platform, platform competition

Li Ping, Peng Yanni, Kang Jun. The Impact of Market-based Assetson Client Loyalty: The Moderating Role of Platform Competition[J]. , 2019, 31(2): 103-118.

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