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, Volume 30
Herausgeber*innen American Marketing Association (AMA)
ErscheinungsortChicago, Illinois
Seiten216 - 217
PublikationsstatusVeröffentlicht - 2019

Österreichische Systematik der Wissenschaftszweige (ÖFOS)

  • 502 not use (Altbestand)
  • 502019 Marketing
  • 502020 Marktforschung
  • 501002 Angewandte Psychologie

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