How political identity shapes customer satisfaction
| العنوان: | How political identity shapes customer satisfaction |
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| المؤلفون: | Kyuhong Han, Vikas Mittal, Nailya Ordabayeva, Jihye Jung, Daniel Fernandes |
| المساهمون: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| المصدر: | Journal of Marketing. 86(6):116-134 |
| بيانات النشر: | Sage Publications, 2022. |
| سنة النشر: | 2022 |
| مصطلحات موضوعية: | Marketing, Political identity, Repurchase intention, Customer satisfaction, Identity (social science), Belief in free will, Sales, Politics, Work (electrical), Political ideology, Sociology, Business and International Management, Social psychology |
| الوصف: | This article examines the effect of political identity on customers’ satisfaction with the products and services they consume. Recent work suggests that conservatives are less likely to complain than liberals. Building on that work, the present research examines how political identity shapes customer satisfaction, which has broad implications for customers and firms. Nine studies combine different methodologies, primary and secondary data, real and hypothetical behavior, different product categories, and diverse participant populations to show that conservatives (vs. liberals) are more satisfied with the products and services they consume. This happens because conservatives (vs. liberals) are more likely to believe in free will (i.e., that people have agency over their decisions) and, therefore, to trust their own decisions. The authors document the broad and tangible downstream consequences of this effect for customers’ repurchase and recommendation intentions and firms’ sales. The association of political identity and customer satisfaction is attenuated when belief in free will is externally weakened, choice is limited, or the consumption experience is overwhelmingly positive. |
| وصف الملف: | application/pdf |
| اللغة: | English |
| تدمد: | 1547-7185 0022-2429 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_dedup___::5e2994dc7b00e49b7d933a30f276196f https://ciencia.ucp.pt/en/publications/7c8d846b-1607-459d-9ecd-41fa9475432d |
| حقوق: | OPEN |
| رقم الأكسشن: | edsair.doi.dedup.....5e2994dc7b00e49b7d933a30f276196f |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 15477185 00222429 |
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