Antecedents and Outcome of Customer Identification
By experimental methodology, the authors investigate the relationships between customer identification and customer participation, company reputation and customer satisfaction. The results show that: Firstly, customer participation and company reputation are the two antecedents of customer identification; secondly, the effect of customer participation on satisfaction is partially mediated by customer identification; the third, the effect of company reputation on satisfaction is fully mediated by customer identification. The findings enrich literature in customer identification with regard to its antecedents and pinpoint another psychological mechanism that account for the effect of customer participation on customer satisfaction.
Customer identification Customer participation Company reputation Customer satisfaction
Tao Wang Suhua Su Nan Cui
Economics and Management School, Wuhan University, China
国际会议
The Ninth Wuhan International Conference on E-Business(第九届武汉电子商务国际会议)
武汉
英文
2730-2735
2010-05-29(万方平台首次上网日期,不代表论文的发表时间)