The influence of service orientation and interaction orientation on consumer identification |
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Authors: | Wei Tung Austin Rong-Da Liang |
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Affiliation: | 1. Graduate Institute of Marketing and Logistics/Transportation, National Chiayi University, Chaiyi City, Taiwan;2. Department of Leisure and Recreation Management, National Kaohsiung University of Hospitality and Tourism, Kaohsinng City, Taiwan |
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Abstract: | A service orientation aims to provide professional and comprehensive service items to consumers in a sale or a non-sale situation, while an interaction orientation has the goal of creating good interaction ability with individual customers in order to maintain long-term, profitable customer relationships, and in the process obtaining valuable information about individual customers. These orientations build customer-centric operations and develop competitive advantages, thus enhancing firm performance and customer value. The main purpose of this study was to examine the relative and collective contributions of different strategic orientations on a firm's performance, with a focus on consumer–company identification. The structural equation model results indicate that (1) both service orientation and interaction orientation positively influence consumer–company identification and (2) interaction orientation results in higher perceived consumer identification. |
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Keywords: | service orientation interaction orientation consumer identification |
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