An Empirical Study on Drivers of Customer-Company Identification: Evidence from Chinas Retailing Banking Industry

摘要：

Identification research originally developed in the area of social psychology and organizational behavior, was here introduced into B2C service context. Using a sample of Chinas retailing bank consumers (N=439), the authors tested a model in which company-level and employee-level antecedents affect customer-company identification via customer value and customer satisfaction. Overall, each antecedent was important, albeit through different processes. Corporate identity was positively related to CCI directly. Corporate image was positively associated to CCI via customer satisfaction. Corporate communication was positively linked with CCI via customer value and customer satisfaction, as well as directly. COSE was positively related to CCI via customer value and customer satisfaction respectively.

关键词： Customer-company identification Banking industry Mediating effect

作者: Huifan Li Peng Li

作者单位: International Business Institute,Nankai University,Tianjin,P.R.China,300071 Hitech Digital CO.,LTD.,Tianjin,P.R.China,300384

会议类型: 国际会议

会议名称: 2009 6th International Conference on Service Systems and Service Management( 2009 第六届服务系统与服务管理国际会议)

会议地点: 厦门

会议语种:英文

页码: 558-563

在线出版日期: 2009-06-08（万方平台首次上网日期，不代表论文的发表时间）