How Does Customer–Company Identification Enhance Customer Voice Behavior? A Moderated Mediation Model

Yang Ran and Hao Zhou
Additional contact information
Yang Ran: Business School, Sichuan University, Chengdu 610065, China
Hao Zhou: Business School, Sichuan University, Chengdu 610065, China

Sustainability, 2019, vol. 11, issue 16, 1-13

Abstract: For sustainable development, enterprises need to establish a good relationship with customers. Existing studies have pointed out that customer voice behavior is beneficial to maintaining and developing customer–firm relationships. Based on social identity theory, social exchange theory and self-efficacy theory, we propose a moderated mediation model to analyze the impact of customer–company identification on customer voice behavior, which includes complaints and suggestions for service improvement. Data were collected from 487 consumers in the online takeaway industry. The results show that customer–company identification has a positive impact on both complaints and service improvement suggestions, and customer commitment plays a mediating role in these relationships. Customer voice efficacy not only strengthens the positive effect of customer commitment on complaints and service improvement suggestions, but also strengthens the indirect effect of customer–company identification on two forms of customer voice behavior. Finally, theoretical contributions, managerial contributions and future directions are discussed.

Keywords: customer–company identification; customer voice behavior; customer commitment; voice efficacy; relationship marketing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/11/16/4311/pdf (application/pdf)
https://www.mdpi.com/2071-1050/11/16/4311/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:16:p:4311-:d:256211

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().