What question did this study set out to answer?

To identify key drivers of relationship closeness in service organizations by evaluating connection as a co-creation dimension grounded in emotional attachment.

February 1, 2011Journal of Strategic Marketing

Connection, trust, and commitment: dimensions of co-creation?

View Full Paper

Ask AI

Bookmark

Authors

WRWesley S. RandallUniversity of North Texas MGMichael GravierBryant University VPVictor R. PrybutokUniversity of North Texas

Discussion

Member takes

Implication

Empirical modeling study reveals emotional connection amplifies trust and commitment in service organization customers, highlighting a strategy to overcome depersonalization and boost loyalty.

Key Points

To identify key drivers of relationship closeness in service organizations by evaluating connection as a co-creation dimension grounded in emotional attachment.
Tested causal models using a large empirical sample of customers from a service-intense organization facing organizational growth challenges.
Modeled the influence of connection, trust, and commitment on future customer intentions within the Service-Dominant Logic framework.
Emotional connection operates as a primary driver that significantly reinforces the positive effects of trust and commitment on future customer intention.
Strengthening relational connection counteracts depersonalization in expanding service organizations, directly enhancing customer satisfaction and loyalty.

Cite This Study

Randall et al. (2011) studied this question.

synapsesocial.com/papers/6a7034958031ec7bb1dc2f38 https://doi.org/10.1080/0965254x.2010.537760

View Full Paper

Ask AI

Bookmark

Implication

Empirical modeling study reveals emotional connection amplifies trust and commitment in service organization customers, highlighting a strategy to overcome depersonalization and boost loyalty.

Connection, trust, and commitment: dimensions of co-creation?

Discussion

Member takes

Implication

Key Points

Cite This Study

Connection, trust, and commitment: dimensions of co-creation?

Discussion

Member takes

Implication

Key Points

Cite This Study

Also Consider

Also Consider