Antecedents and effects of customer-service employee attachments on customer-company identification and word-of-mouth: the case of Cheong in South Korea

Seong Do Cho, Kyoungeun Kim and Daekwan Kim

Journal of Global Scholars of Marketing Science, 2015, vol. 25, issue 1, 91-105

Abstract: Among the critical areas in services research is the role played by the relationship between customers and service employees. However, the ways in which customer-service employee attachments affect customer-company relationship and corporate loyalty such as word-of-mouth is unclear. Furthermore, there is a tendency to overlook personal and relational characteristics that influence customer-service employee attachments. This study empirically examined the antecedents and consequences of customer-service employee attachments in the context of a collectivistic culture. Specifically, this research investigated the effects of relationship period, consumer relationship proneness, customer orientation and relational benefits on customer-service employee attachments by using survey data collected from beauty salon customers in South Korea. The study also empirically tested customer-service employee attachments' positive influence on customer-company identification and word-of-mouth. The results support most of our hypotheses. This study offers some meaningful insights into the roles played by customer-service employee attachment in collectivistic cultures.

Date: 2015
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Citations: View citations in EconPapers (2)

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DOI: 10.1080/21639159.2014.984889

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