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Buffering Effects of Brand Community Identification in Service Failures : the Role of Customer Citizenship Behaviors

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Mandl, Leonhard ; Hogreve, Jens:
Buffering Effects of Brand Community Identification in Service Failures : the Role of Customer Citizenship Behaviors.
In: Journal of business research : JBR. 107 (2020). - S. 130-137.
ISSN 0148-2963

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Kurzfassung/Abstract

With two field studies, this research highlights the role of brand community identification (BCI) as a source of customers' repurchase intentions and also reveals how BCI creates a buffering effect, protecting against the negative repercussions of service failures for repurchase intentions. The first study builds on social identity theory and investigates BCI as a driver of repurchase intentions; it explains this positive relationship according to single dimensions of customer citizenship behavior. The second study establishes that BCI mitigates the negative effect of service failures on customers' repurchase intentions. These results call attention to the need to build and maintain customers' strong BCI, because such investments encourage favorable customer–customer helping and advocacy that drive repurchase intentions. Moreover, strong BCI may reduce a firm's required service recovery efforts, because customers with strong BCI perceive service failures less negatively.

Weitere Angaben

Publikationsform:Artikel
Schlagwörter:Brand community identification (BCI)
Customer citizenship behavior (CCB)
Service failure
Repurchase intentions
Mediation analysis
Sprache des Eintrags:Englisch
Institutionen der Universität:Wirtschaftswissenschaftliche Fakultät > Betriebswirtschaftslehre > Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Dienstleistungsmanagement
DOI / URN / ID:10.1016/j.jbusres.2018.09.008
Open Access: Freie Zugänglichkeit des Volltexts?:Nein
Peer-Review-Journal:Ja
Titel an der KU entstanden:Ja
KU.edoc-ID:24188
Eingestellt am: 30. Apr 2020 10:48
Letzte Änderung: 04. Okt 2021 14:41
URL zu dieser Anzeige: https://edoc.ku.de/id/eprint/24188/
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