Susanne Curth, Sebastian Uhrich and Martin Benkenstein
The purpose of this paper is to analyze how affective commitment to fellow customers influences a customer's affective commitment to the service provider and customer citizenship…
Abstract
Purpose
The purpose of this paper is to analyze how affective commitment to fellow customers influences a customer's affective commitment to the service provider and customer citizenship behavior (CCB). In addition, the paper seeks to examine the moderating role of a customer's calculative commitment to the service organization.
Design/methodology/approach
The study used a large-scale survey among customers of a health club and a scenario-based experiment to test the hypotheses.
Findings
Both empirical studies provide evidence that affective commitment to fellow customers has positive consequences for the customer-firm-relationship. The findings suggest that commitment to fellow customers and commitment to the service organization influence very specific facets of customer citizenship behavior. In addition, the study found preliminary support for the moderating role of calculative commitment. Affective commitment to fellow customers showed the strongest effect on affective commitment to the provider in customer-firm relationships characterized by high (versus low) calculative commitment.
Practical implications
The results of this research have a number of managerial implications. This study suggests measures to strengthen customer-firm-relationships, e.g. generating intensive exchange among customers or attraction of consumer pairs. Providing customers with platforms of valuable relationships to multiplex ties can be a competitive advantage for service providers.
Originality/value
This article is the first that highlights the role of other customers as a target of customer commitment and how this commitment affects both the customer's relationship to the service provider and his or her customer citizenship behavior. The present study therefore broadens our knowledge of how bonding among customers influences consumer behavior in service settings.
Details
Keywords
Dilek Demirhan, Serdal Temel and Susanne Durst
The aim of this chapter is to present and analyze the role of public entrepreneurship programs in fostering technology-based entrepreneurship in Turkey. More precisely, the…
Abstract
The aim of this chapter is to present and analyze the role of public entrepreneurship programs in fostering technology-based entrepreneurship in Turkey. More precisely, the authors of the chapter present and analyze the public policy programs aimed at entrepreneurship that have been put into action in Turkey in the last 20 years. The particular focus is on the type of programs that have been introduced, what have they achieved so far, and their contribution to the economy in terms of technology-based entrepreneurship. Together with the statistics about the output of the programs, data are also provided by a series of interviews with technology-based entrepreneurs to develop a deeper understanding of the effectiveness of those programs. Recommendations and ideas are derived from the research to improve these programs.