Understanding the Complexity of Customer-Company Relationships: Differences in the Drivers and Consequences of Customer Satisfaction and Customer-Company Identification

Roland Kassemeier, Till Haumann, Baris Pascal Güntürkün

Publikation: Beitrag in Buch/KonferenzbandBeitrag in Konferenzband

Abstract

As there is only limited understanding of how customer relationships that are characterized by customersatisfaction differ from those that are characterized by customer-company identification, this study investigates how bothrelationship concepts differ in their drivers and considers crucial self-definitional needs for engendering customer-companyidentification, and additionally examines how both concepts differ in their consequences when companies face complex markets.
OriginalspracheEnglisch
Titel des SammelwerksProceedings of the AMA Winter Academic Conference 2019
Untertitel des SammelwerksUnterstanding Complexity Transforming the Marketplace : February 22-24, 2019 : Austin, TX
Herausgeber*innenSon K. Lam, Markus Giesler, Xueming Luo
ErscheinungsortChicago, Illinois
VerlagAmerican Marketing Association
Seiten216 - 217
ISBN (Print)978-0-87757-003-5
PublikationsstatusVeröffentlicht - 2019

Publikationsreihe

ReiheProceedings of the AMA Winter Academic Conference
Band30
ISSN0888-1839

Österreichische Systematik der Wissenschaftszweige (ÖFOS)

  • 502
  • 502019 Marketing
  • 502020 Marktforschung
  • 501002 Angewandte Psychologie

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