Antecedents and effects of customer – service employee attachments on customer – company identification and word-of-mouth: the case of Cheong in South Korea
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Among the critical areas in services research is the role played by the relationshipbetween customers and service employees. However, the ways in which customer –service employee attachments affect customer – company relationship and corporateloyalty such as word-of-mouth is unclear. Furthermore, there is a tendency to overlookpersonal and relational characteristics that influence customer – service employeeattachments. This study empirically examined the antecedents and consequences ofcustomer – service employee attachments in the context of a collectivistic culture. Specifically, this research investigated the effects of relationship period, consumerrelationship proneness, customer orientation and relational benefits on customer –service employee attachments by using survey data collected from beauty saloncustomers in South Korea. The study also empirically tested customer – serviceemployee attachments’ positive influence on customer – company identification andword-of-mouth. The results support most of our hypotheses. This study offers somemeaningful insights into the roles played by customer – service employee attachment incollectivistic cultures.
Abstract
Among the critical areas in services research is the role played by the relationshipbetween customers and service employees. However, the ways in which customer –service employee attachments affect customer – company relationship and corporateloyalty such as word-of-mouth is unclear. Furthermore, there is a tendency to overlookpersonal and relational characteristics that influence customer – service employeeattachments. This study empirically examined the antecedents and consequences ofcustomer – service employee attachments in the context of a collectivistic culture. Specifically, this research investigated the effects of relationship period, consumerrelationship proneness, customer orientation and relational benefits on customer –service employee attachments by using survey data collected from beauty saloncustomers in South Korea. The study also empirically tested customer – serviceemployee attachments’ positive influence on customer – company identification andword-of-mouth. The results support most of our hypotheses. This study offers somemeaningful insights into the roles played by customer – service employee attachment incollectivistic cultures.
참고문헌 (45)
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