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How Does Customer–Company Identification Enhance Customer Voice Behavior? A Moderated Mediation Model

by Yang Ran and Hao Zhou *
Business School, Sichuan University, Chengdu 610065, China
*
Author to whom correspondence should be addressed.
Sustainability 2019, 11(16), 4311; https://doi.org/10.3390/su11164311
Received: 16 June 2019 / Revised: 7 August 2019 / Accepted: 7 August 2019 / Published: 9 August 2019
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
For sustainable development, enterprises need to establish a good relationship with customers. Existing studies have pointed out that customer voice behavior is beneficial to maintaining and developing customer–firm relationships. Based on social identity theory, social exchange theory and self-efficacy theory, we propose a moderated mediation model to analyze the impact of customer–company identification on customer voice behavior, which includes complaints and suggestions for service improvement. Data were collected from 487 consumers in the online takeaway industry. The results show that customer–company identification has a positive impact on both complaints and service improvement suggestions, and customer commitment plays a mediating role in these relationships. Customer voice efficacy not only strengthens the positive effect of customer commitment on complaints and service improvement suggestions, but also strengthens the indirect effect of customer–company identification on two forms of customer voice behavior. Finally, theoretical contributions, managerial contributions and future directions are discussed. View Full-Text
Keywords: customer–company identification; customer voice behavior; customer commitment; voice efficacy; relationship marketing customer–company identification; customer voice behavior; customer commitment; voice efficacy; relationship marketing
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Ran, Y.; Zhou, H. How Does Customer–Company Identification Enhance Customer Voice Behavior? A Moderated Mediation Model. Sustainability 2019, 11, 4311.

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