THE ROLE OF RELATIONAL BENEFITS, CUSTOMERRETAILER IDENTIFICATION, AND ADVOCACY IN THE CO-CREATION OF VALUE

• Published in: Journal of consumer satisfaction, dissatisfaction, and complaining behavior Vol. 36; no. 1; pp. 22 - 45
• Main Authors: Celuch, Kevin G, Walz, Anna M
• Format: Journal Article
• Language: English
• Published: Provo Consumer Satisfaction, Dissatisfaction and Complaining Behavior 01.01.2023
• Subjects: Advocacy; Behavior; Collaboration; Communication; Customer services; Employees; Marketing; Perceptions; Retail stores
• ISSN: 0899-8620

Advocacy is recognized as an importantform of customer extra-role behavior that provides significant communication value to firms through intense customer-to-customer promotion and defense of the product and/or service. This research addresses questions raised in the literature as to what value-in-social-context looks like and deepens theory in the area as to how relational benefit and identity processes are implicated in value co-creation for a B2C retail context. Specifically, we examine moderated and mediated relationships among perceived retailer communication, relational benefits, and whether the customer identifies with the retailer in understanding advocacy. The framework was tested and supported and had relatively strong explanatory power with significant effects for this service context while also accounting for the effects of satisfaction and commitment constructs. Model relationships reveal insights for future marketing practice and scholarship.