The Impact Of Market-based Assets On Client Loyalty

The platform-based business model become the prevalence among e-commence field,and competition goes complicated.Client-platform relationships have not only become an important source for building competitive advantage in platform firm,but also become a strategy promise of the development from extensive to sustainable.Client relationships management is the significant marketing task and challenge for platform firms.However,there are few theoretical researches about client relationships management for platform firms,especially in the competitive environment.Based on the reality and academic background,this study explores the effects of market-based assets deployment by platform firms on client loyalty in a competitive setting,taking clients of e-commerce platforms as informant.Starting from these research questions,this study measures variables including market-based asset,client perceived value,client loyalty,inner and outer platform competition,and then uses an online survey to clients in e-commerce platforms.Following are the two conclusions.Firstly,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,the positive effect of interactive relational assets and know-how intellectual assets on client perceived value are significant,while the positive effect of accumulated relational assets and know-what intellectual assets on client perceived value are not significant.Secondly,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.These findings suggest that platform firms should take platform competition into account when developing and leveraging its market-based assets.In order to advance the client-platform relationship management,the platform firm should align its competitive strategies with its market-based resources and initiative regulate inner and outer platform competition.What's more,the startup companies should integrate platform competition strategies and market asset allocation when entering e-commence market.Meanwhile,this study enriches the research of client-platform relationship management and deepen the theory of market-based assets and platform competition.