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

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-s...