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The impact of customer inclusion in firm governance on customers' commitment and voice behaviors

Author

Listed:
  • Mathieu Beal

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • William Sabadie

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

Customer inclusion in firm governance offers a potential strategy to develop customers' commitment, as well as their voice behaviors. Such practices are widespread in member-owned businesses (MOBs), which represent alternatives to traditional shareholder governance models (investor-owned businesses [IOBs]) by providing for customers' legal ownership and control over managers. However, relationship marketing research on these firm governance strategies is sparse; to address this knowledge gap, the current study investigates the influence of customers' inclusion in firm governance on their commitment to the firm and voice behaviors (i.e., willingness to suggest service improvements and issue complaints). A field study of 310 French customers in the retail banking sector reveals that MOB customers have stronger feelings of psychological ownership of firms than IOB custo- mers, which leads to their greater commitment to firms and their greater voice intentions. These findings have implications for theory, practice, and further research.

Suggested Citation

  • Mathieu Beal & William Sabadie, 2018. "The impact of customer inclusion in firm governance on customers' commitment and voice behaviors," Post-Print halshs-01843102, HAL.
    • Handle: RePEc:hal:journl:halshs-01843102
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    Citations

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    Cited by:

    1. Ishfaq Ahmed & Mian Sajid Nazir & Imran Ali & Mohammad Nurunnabi & Arooj Khalid & Muhammad Zeeshan Shaukat, 2020. "Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers," Sustainability, MDPI, vol. 12(3), pages 1-15, February.
    2. Rong-Ho Lin & Yu-Chuan Huang & Nai-Wen Chang & Shih-Wei Wu & Yu-Chang Ke, 2021. "The Mediating Effect of Ownership of Psychological Behavior and Tour Leader Experience on Accountability in Order to Explore the Sustainable Business Model of the Tourism Industry," Sustainability, MDPI, vol. 13(13), pages 1-19, June.
    3. Yang Ran & Hao Zhou, 2019. "How Does Customer–Company Identification Enhance Customer Voice Behavior? A Moderated Mediation Model," Sustainability, MDPI, vol. 11(16), pages 1-13, August.
    4. Lecuyer, Charlotte & Capelli, Sonia & Sabadie, William, 2021. "Consumers’ implicit attitudes toward corporate social responsibility and corporate abilities: Examining the influence of bank governance using the implicit association test," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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