Sociality Communication: Its Influence on Customer Loyalty with the Service Provider and Service Organization

This investigation examined the relationship between service providers' sociality usage and its influence on customer loyalty with the provider and service organization. The Service Provider Sociality Scale (SPSS) was distributed to 255 undergraduates attending a Midwestern liberal arts college...

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Bibliographic Details
Published in:Communication quarterly 2006-02, Vol.54 (1), p.53-65
Main Authors: Koermer, Chas D., McCroskey, Linda L.
Format: Article
Language:English
Subjects:
Customer Loyalty
Customer retention
Interpersonal communication
Loyalty
Service Organization
Service Provider
Services
Sociality Communication
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Summary:This investigation examined the relationship between service providers' sociality usage and its influence on customer loyalty with the provider and service organization. The Service Provider Sociality Scale (SPSS) was distributed to 255 undergraduates attending a Midwestern liberal arts college and 200 residents from surrounding locales (N = 455). Regression analyses revealed that the SPSS factorial dimensions of courteous expressions and personal connection accounted for significant unique variance in customer loyalty with the service provider. Courteous expressions explained more unique variance in customer loyalty with the service organization than did personal connection. Implications and suggestions for further scholarly pursuits are provided.
ISSN:0146-3373
1746-4102
DOI:10.1080/01463370500270371