Customer-company identification transfer across service alliances

Purpose The purpose of this paper is to examine whether customer-company identification (CCI) can transfer from one organization to the next within the context of service alliances. Design/methodology/approach A between-subjects experiment using a fictitious alliance and a field study focused on a real alliance tests identification transfer at the time of a service alliance announcement and while the service alliance is in operation. Findings Identification transfer is enabled by an exclusive service alliance but not an inclusive one. For identification transfer to be maintained, customers must perceive the companies as a coherent group (i.e. high entitativity) and have close physical proximity to the alliance. Originality/value By drawing heavily on self-categorization theory for the proposed effects, the current research provides a new theoretical framework to the service and brand alliance literature that contrasts with the attitude-based theories commonly used. Furthermore, the current research explores how company-company relationships influence CCI whereas most research has focused on characteristics of the customer-company relationship. These two differences suggest service alliances provide more value to the companies and customers than currently realized.

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