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Buffering effects of brand community identification in service failures: The role of customer citizenship behaviors

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  • Mandl, Leonhard
  • Hogreve, Jens

Abstract

With two field studies, this research highlights the role of brand community identification (BCI) as a source of customers' repurchase intentions and also reveals how BCI creates a buffering effect, protecting against the negative repercussions of service failures for repurchase intentions. The first study builds on social identity theory and investigates BCI as a driver of repurchase intentions; it explains this positive relationship according to single dimensions of customer citizenship behavior. The second study establishes that BCI mitigates the negative effect of service failures on customers' repurchase intentions. These results call attention to the need to build and maintain customers' strong BCI, because such investments encourage favorable customer–customer helping and advocacy that drive repurchase intentions. Moreover, strong BCI may reduce a firm's required service recovery efforts, because customers with strong BCI perceive service failures less negatively.

Suggested Citation

  • Mandl, Leonhard & Hogreve, Jens, 2020. "Buffering effects of brand community identification in service failures: The role of customer citizenship behaviors," Journal of Business Research, Elsevier, vol. 107(C), pages 130-137.
    • Handle: RePEc:eee:jbrese:v:107:y:2020:i:c:p:130-137
    DOI: 10.1016/j.jbusres.2018.09.008
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    Cited by:

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    3. Baoliang Hu & Wei Huang & Shuai Yan & Guang Liu & Tao Zhang, 2020. "Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    4. Abdelmoety, Ziad Hassan & Aboul-Dahab, Sameh & Agag, Gomaa, 2022. "A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. Lu, Lu & Cai, Ruiying & King, Ceridwyn, 2020. "Building trust through a personal touch: Consumer response to service failure and recovery of home-sharing," Journal of Business Research, Elsevier, vol. 117(C), pages 99-111.
    6. Chenyu Zhang & Junkyu Park & Mark A. Bonn & Meehee Cho, 2021. "Understanding Customer Responses to Service Failures during the COVID-19 Pandemic for Sustained Restaurant Businesses: Focusing on Guanxi," Sustainability, MDPI, vol. 13(6), pages 1-19, March.
    7. Chan, Kimmy Wa & Gong, Taeshik & Sharma, Piyush & Chu, Candace, 2022. "Demystifying the impact of customer participation on citizenship behaviors through interpersonal attraction and its contingencies," Journal of Business Research, Elsevier, vol. 150(C), pages 297-310.
    8. Bu, Yi & Parkinson, Joy & Thaichon, Park, 2022. "Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    9. Li, Chia-Ying & Fang, Yu-Hui & Chiang, Yu-Hung, 2023. "Can AI chatbots help retain customers? An integrative perspective using affordance theory and service-domain logic," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    10. Garrouch, Karim & Ghali, Zohra, 2023. "On linking the perceived values of mobile shopping apps, customer well-being, and customer citizenship behavior: Moderating role of customer intimacy," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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