Abstract
This article investigates the impacts of customer participation and company reputation on customer-company identification and customer satisfaction. The findings of an experimental study in a fund market context show that both customer participation and company reputation positively affect customers' identification with the company; the effect of customer participation on customer satisfaction is partially mediated by customer-company identification; the effect of company reputation on customer satisfaction is fully mediated by customer-company identification. The findings enrich literature in customer-company identification and pinpoint an additional psychological mechanism that accounts for the effect of customer participation on customer satisfaction. Insightful managerial implications of these findings are discussed as well at the end of the article.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Networking and Virtual Organisations
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
