Customer-company identification transfer across service alliances. (26th January 2018)

• Record Type: Journal Article
• Authors: Wolter, Jeremy S.; Landers, V. Myles; Brach, Simon; Cronin, J. Joseph
• Is Part Of: Journal of service management. Volume 29:Number 1(2018)
• Page Start: 98
• Page End: 119
• Publication Date: 2018-01-26
• Subjects: Customer-company identification -- Identification transfer -- Service alliance; Service industries -- Management -- Periodicals; 658.005
• DOI: 10.1108/JOSM-05-2017-0115
• Languages: English
• ISSNs: 1757-5818

Abstract

Abstract : Purpose: The purpose of this paper is to examine whether customer-company identification (CCI) can transfer from one organization to the next within the context of service alliances. Design/methodology/approach: A between-subjects experiment using a fictitious alliance and a field study focused on a real alliance tests identification transfer at the time of a service alliance announcement and while the service alliance is in operation. Findings: Identification transfer is enabled by an exclusive service alliance but not an inclusive one. For identification transfer to be maintained, customers must perceive the companies as a coherent group (i.e. high entitativity) and have close physical proximity to the alliance. Originality/value: By drawing heavily on self-categorization theory for the proposed effects, the current research provides a new theoretical framework to the service and brand alliance literature that contrasts with the attitude-based theories commonly used. Furthermore, the current research explores how company-company relationships influence CCI whereas most research has focused on characteristics of the customer-company relationship. These two differences suggest service alliances provide more value to the companies and customers than currently realized.