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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
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