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首页> 外文期刊>Journal of Applied Psychology >Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing
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Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing

机译：客户识别的前提和后果：扩大关系营销的作用

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This article presents an empirical test of organizational identification in the context of customer-company (C-C) relationships. It investigates whether customers identify with companies and what the antecedents and consequences of such identification are. The model posits that perceived company characteristics, construed external image, and the perception of the company's boundary-spanning agent lead to C-C identification. In turn, such identification is expected to impact both in-role behavior (i.e., product utilization) as well as extra-role behavior (i.e., citizenship). The model was tested in a consultative selling context of pharmaceutical sales reps calling on physicians. Results from the empirical test indicated that customers do indeed identify with organizations and that C-C identification positively impacts both product utilization behavior and extra-role behavior even when the effect of brand perception is accounted for. Second, the study found that the organization's characteristics as well as the salesperson's characteristics contributed to the development of C-C identification.
机译：本文提出了在客户公司（C-C）关系中的组织识别的实证测试。它调查了客户是否识别公司以及这种识别的前言和后果。型号的型号认为公司特征，构建外部图像，以及公司边界跨境代理的看法导致C-C鉴定。反过来，预计这种鉴定将影响角色行为（即产品利用）以及额外角色行为（即公民身份）。该模型在呼吁医生的药物销售代表咨询背景下进行了测试。实证测试的结果表明，即使占品牌知识的效果也是，客户确实识别客户确实识别。其次，该研究发现，该组织的特点以及销售人员的特征有助于发展C-C鉴定。

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