The Role of Active Identification in Driving Retail Customer Feedback

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2020-04-02 DOI:10.1080/15332969.2020.1742980

K. Celuch, Anna M. Walz

引用次数: 3

Abstract

Abstract Extensions of service-dominant logic conceive of value co-creation as socially constructed. The marketing literature has recognized the need to further articulate mechanisms through which socially meaning-laden coordination contributes to value co-creation. This research addresses gaps understanding firm-customer (micro-level) value creation. Through an integration of identity literature, we deepen thinking as to how identity processes can be implicated in value co-creation in a B2C retail context. Specifically, we examine moderated and mediated relationships among perceived front-line employee behavior and identification with the retailer in explaining customer feedback. Model relationships are supported which hold implications for future marketing research and practice.

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主动认同在推动零售顾客反馈中的作用

服务主导逻辑的延伸，认为价值共同创造是社会建构的。市场营销文献已经认识到需要进一步阐明机制，通过社会意义负载的协调有助于价值共同创造。本研究解决了理解公司-顾客(微观层面)价值创造的差距。通过对身份文献的整合，我们加深了对身份过程如何在B2C零售环境中参与价值共同创造的思考。具体来说，我们研究了在解释顾客反馈时，感知到的一线员工行为和对零售商的认同之间的调节和中介关系。模型关系的支持对未来的营销研究和实践具有启示意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.