How do company reputation and perceived price influence customer loyalty in the Chinese personal financial planning industry?

To understand the antecedents of customer loyalty from a service marketing perspective is crucial for both practice and academic research. We build and test a causal model based on data from Chinese consumers in the personal financial planning industry. Conducting the data analysis through structural equation modeling, we found that both company reputation and perceived price can enhance perceived value, whereas risk perception exerts negative influence on perceived value. In addition, perceived value directly affects consumer satisfaction and positive word of mouth and indirectly influences switching intention.