Kokkoris, Michail, Hoelzl, Erik, Kamleitner, Bernadette. 2020. Self-found, spellbound: The sense of own discovery shapes customer bonds with service venues. Journal of Business Research. 113 303-316.
BibTeX
Abstract
Conventional wisdom as well as marketing practice suggest that companies benefit from helping customers find them. Yet, sometimes customers find service venues on their own. We suggest that a sense of own discovery can benefit businesses because customers tend to bond more with what they have discovered for themselves. Situated in the hospitality industry, a field study with customers of a café, a survey with a representative sample of café-goers, an online experiment with a discovery of a bar, and a lab experiment with a discovery of a restaurant confirmed that a sense of own discovery strengthens customer bonds (self-connection, emotional attachment, psychological ownership) with service venues, and in turn predicts actual behavior and behavioral intentions that benefit the venue (i.e., actual consumption, patronage intentions). These findings advance insights into customer relationships and highlight the importance of boosting perceptions of own discovery as a way to build stronger customer bonds.
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Status of publication | Published |
---|---|
Affiliation | WU |
Type of publication | Journal article |
Journal | Journal of Business Research |
Citation Index | SSCI |
WU Journalrating 2009 | A |
WU-Journal-Rating new | FIN-A, INF-A, STRAT-B, VW-C, WH-B |
Language | English |
Title | Self-found, spellbound: The sense of own discovery shapes customer bonds with service venues |
Volume | 113 |
Year | 2020 |
Page from | 303 |
Page to | 316 |
Reviewed? | Y |
DOI | http://dx.doi.org/10.1016/j.jbusres.2019.09.045 |
Open Access | N |
Associations
- People
- Kokkoris, Michail (Former researcher)
- Kamleitner, Bernadette (Details)
- External
- Hoelzl, Erik (University of Cologne, Germany)
- Organization
- Institute for Marketing and Consumer Research IN (Details)
- Competence Center for Experimental Research WE (Details)
- Research areas (ÖSTAT Classification 'Statistik Austria')
- 5320 Marketing (Details)
- 5504 Experimental psychology (Details)
- 5511 Social psychology (Details)