IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v48y2020i6d10.1007_s11747-019-00715-0.html
   My bibliography  Save this article

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

Author

Listed:
  • Tobias Kraemer

    (University of Koblenz-Landau)

  • Welf H. Weiger

    (University of Goettingen
    Alfaisal University)

  • Matthias H. J. Gouthier

    (University of Koblenz-Landau)

  • Maik Hammerschmidt

    (University of Goettingen)

Abstract

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.

Suggested Citation

  • Tobias Kraemer & Welf H. Weiger & Matthias H. J. Gouthier & Maik Hammerschmidt, 2020. "Toward a theory of spirals: the dynamic relationship between organizational pride and customer-oriented behavior," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1095-1115, November.
    • Handle: RePEc:spr:joamsc:v:48:y:2020:i:6:d:10.1007_s11747-019-00715-0
    DOI: 10.1007/s11747-019-00715-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-019-00715-0
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-019-00715-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Stock, Ruth & Jong, Ad de & Zacharias, Nicolas, 2017. "Frontline Employees’ Innovative Service Behavior as Key to Customer Loyalty: Insights into FLEs’ Resource Gain Spiral," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 90702, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    2. Rik Pieters, 2017. "Meaningful Mediation Analysis: Plausible Causal Inference and Informative Communication," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 692-716.
    3. John Hulland & Hans Baumgartner & Keith Marion Smith, 2018. "Marketing survey research best practices: evidence and recommendations from a review of JAMS articles," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 92-108, January.
    4. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    5. MinChung Kim & Guiyang Xiong & Kwang-Ho Kim, 2018. "Where does pride lead? Corporate managerial hubris and strategic emphasis," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 537-556, May.
    6. Habel, Johannes & Alavi, Sascha & Pick, Doreén, 2017. "When serving customers includes correcting them: Understanding the ambivalent effects of enforcing service rules," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 919-941.
    7. Stock, Ruth & Hoyer, Wayne, 2005. "An Attitude-Behavior Model of Salespeople’s Customer Orientation," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 60479, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    8. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    9. Stock, Ruth & Hoyer, Wayne, 2005. "An Attitude-Behavior Model of Salespeople’s Customer Orientation," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 35542, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    10. Joseph Johnson & Gerard J. Tellis & Deborah J. Macinnis, 2005. "Losers, Winners, and Biased Trades," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 324-329, September.
    11. Sophia Rabe-Hesketh & Anders Skrondal, 2012. "Multilevel and Longitudinal Modeling Using Stata, 3rd Edition," Stata Press books, StataCorp LP, edition 3, number mimus2, March.
    12. Walsh, Gianfranco & Beatty, Sharon E. & Shiu, Edward M.K., 2009. "The customer-based corporate reputation scale: Replication and short form," Journal of Business Research, Elsevier, vol. 62(10), pages 924-930, October.
    13. Clay M. Voorhees & Michael K. Brady & Roger Calantone & Edward Ramirez, 2016. "Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 119-134, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Baliga, Ashwin J. & Chawla, Vaibhav & Sunder M, Vijaya & Ganesh, L.S. & Sivakumaran, Bharadhwaj, 2021. "Service Failure and Recovery in B2B Markets – A Morphological Analysis," Journal of Business Research, Elsevier, vol. 131(C), pages 763-781.
    2. Kim, Joonkyung & Zhao, Min & Soman, Dilip, 2023. "Converging vs diverging: The effect of visual representation of goal structure on financial decisions," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 362-377.
    3. Chen, Yanyan & Mandler, Timo & Meyer-Waarden, Lars, 2021. "Three decades of research on loyalty programs: A literature review and future research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 179-197.
    4. Jaakko Aspara & Arvid Hoffmann, 2015. "Selling losers and keeping winners: How (savings) goal dynamics predict a reversal of the disposition effect," Marketing Letters, Springer, vol. 26(2), pages 201-211, June.
    5. Hauck, Jana & Suess-Reyes, Julia & Beck, Susanne & Prügl, Reinhard & Frank, Hermann, 2016. "Measuring socioemotional wealth in family-owned and -managed firms: A validation and short form of the FIBER Scale," Journal of Family Business Strategy, Elsevier, vol. 7(3), pages 133-148.
    6. Katharina Dowling & Daniel Guhl & Daniel Klapper & Martin Spann & Lucas Stich & Narine Yegoryan, 2020. "Behavioral biases in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 449-477, May.
    7. Jeremy S. Wolter & Dora Bock & Jeremy Mackey & Pei Xu & Jeffery S. Smith, 2019. "Employee satisfaction trajectories and their effect on customer satisfaction and repatronage intentions," Journal of the Academy of Marketing Science, Springer, vol. 47(5), pages 815-836, September.
    8. Bartikowski, Boris & Walsh, Gianfranco & Beatty, Sharon E., 2011. "Culture and age as moderators in the corporate reputation and loyalty relationship," Journal of Business Research, Elsevier, vol. 64(9), pages 966-972, September.
    9. Roland Kassemeier & Sascha Alavi & Johannes Habel & Christian Schmitz, 2022. "Customer-oriented salespeople’s value creation and claiming in price negotiations," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 689-712, July.
    10. Jacques Nel & Christo Boshoff, 2023. "Unraveling the link between status quo satisfaction and the rejection of digital-only banks," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 189-207, March.
    11. Pradeep Kautish & Arpita Khare & Rajesh Sharma, 2022. "Health insurance policy renewal: an exploration of reputation, performance, and affect to understand customer inertia," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(3), pages 261-278, September.
    12. Salhi Roumeissa, 2020. "Impact of Delay on Cost Overrun in Construction Projects in Algeria," European Journal of Interdisciplinary Studies Articles, Revistia Research and Publishing, vol. 6, January -.
    13. Oded Netzer & Olivier Toubia & Eric Bradlow & Ely Dahan & Theodoros Evgeniou & Fred Feinberg & Eleanor Feit & Sam Hui & Joseph Johnson & John Liechty & James Orlin & Vithala Rao, 2008. "Beyond conjoint analysis: Advances in preference measurement," Marketing Letters, Springer, vol. 19(3), pages 337-354, December.
    14. G. Tomas M. Hult & Forrest V. Morgeson & Neil A. Morgan & Sunil Mithas & Claes Fornell, 2017. "Do managers know what their customers think and why?," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 37-54, January.
    15. Sunitha Kumaran, 2013. "Impact of Personal Epistemology, Heuristics and Personal Attributes on Investment Decisions," International Journal of Financial Research, International Journal of Financial Research, Sciedu Press, vol. 4(3), pages 62-69, July.
    16. Huachao Gao & Yinlong Zhang, 2022. "How does power distance belief impact consumers’ responses to demotion in hierarchical loyalty programs? The dual processes of monetary and psychological losses," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 822-840, July.
    17. Gouthier, Matthias H.J. & Nennstiel, Carina & Kern, Nora & Wendel, Lars, 2022. "The more the better? Data disclosure between the conflicting priorities of privacy concerns, information sensitivity and personalization in e-commerce," Journal of Business Research, Elsevier, vol. 148(C), pages 174-189.
    18. Seow Eng Ong & Davin Wang & Calvin Chua, 2023. "Disruptive Innovation and Real Estate Agency: The Disruptee Strikes Back," The Journal of Real Estate Finance and Economics, Springer, vol. 67(2), pages 287-317, August.
    19. Herrmann, Tabea & Hübler, Olaf & Menkhoff, Lukas & Schmidt, Ulrich, 2016. "Allais for the poor," Kiel Working Papers 2036, Kiel Institute for the World Economy (IfW Kiel).
    20. Christiane Goodfellow & Dirk Schiereck & Steffen Wippler, 2013. "Are behavioural finance equity funds a superior investment? A note on fund performance and market efficiency," Journal of Asset Management, Palgrave Macmillan, vol. 14(2), pages 111-119, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:48:y:2020:i:6:d:10.1007_s11747-019-00715-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.