Quotation 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.




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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Publication's profile

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


Kokkoris, Michail (Former researcher)
Kamleitner, Bernadette (Details)
Hoelzl, Erik (University of Cologne, Germany)
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)
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