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

Publication: Chapter in book/Conference proceedingContribution to conference proceedings


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.
Original languageEnglish
Title of host publicationProceedings of the AMA Winter Academic Conference 2019
Subtitle of host publicationUnterstanding Complexity Transforming the Marketplace : February 22-24, 2019 : Austin, TX
EditorsSon K. Lam, Markus Giesler, Xueming Luo
Place of PublicationChicago, Illinois
PublisherAmerican Marketing Association
Pages216 - 217
ISBN (Print)978-0-87757-003-5
Publication statusPublished - 2019

Publication series

SeriesProceedings of the AMA Winter Academic Conference

Austrian Classification of Fields of Science and Technology (ÖFOS)

  • 502
  • 502019 Marketing
  • 502020 Market research
  • 501002 Applied psychology

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