Toward a theory of spirals: the dynamic relationship between organizational pride and customer-oriented behavior

Autor:	Matthias H. J. Gouthier, Tobias Kraemer, Welf H. Weiger, Maik Hammerschmidt
Rok vydání:	2020
Předmět:	Marketing Economics and Econometrics Pride Momentum (technical analysis) media_common.quotation_subject 05 social sciences Microeconomics 0502 economics and business 050211 marketing Business and International Management Spiral (railway) 050203 business & management Reciprocal Mathematics media_common
Zdroj:	Journal of the Academy of Marketing Science. 48:1095-1115
ISSN:	1552-7824 0092-0703
Popis:	While previous studies have demonstrated that organizational pride (OP) enhances frontline employees’ customer-oriented behavior (COB), they have neglected to address the dynamics of the relationship. This research helps close this gap by elaborating on a theory of spirals positing that the extent of COB depends not only on current levels of OP but also on the direction and rate of OP change. In addition, the authors challenge the prevalent view that OP affects COB unidirectionally, instead predicting reciprocal loops. Hence, they propose that increases in OP repeatedly amplify COB and trigger an upward spiral, whereas decreases trigger a downward spiral. The results of a six-wave panel study support these predictions. Furthermore, the authors identify lower and upper boundaries of the spiral: while a certain threshold of OP is required to create momentum, the effects of further increases in the same variables diminish at high levels of OP and COB.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::e3f2034c8e8bb37a86be59a8a0c98fec https://doi.org/10.1007/s11747-019-00715-0 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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