Antecedents and Outcome of Customer Identification

摘要

By experimental methodology, the authors investigate the relationships between customer identification and customer participation, company reputation and customer satisfaction. The results show that: Firstly, customer participation and company reputation are the two antecedents of customer identification; secondly, the effect of customer participation on satisfaction is partially mediated by customer identification; the third, the effect of company reputation on satisfaction is fully mediated by customer identification. The findings enrich literature in customer identification with regard to its antecedents and pinpoint another psychological mechanism that account for the effect of customer participation on customer satisfaction.