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| Author: | Jamal, A. Adelowore, A. |
| Title: | Customer-employee relationship. The role of self-employee congruence |
| Journal: | European Journal of Marketing
2008 : NOV, VOL. 42: 11/12 p. 1316-1345 |
| Index terms: | marketing theory consumer behaviour customer relations banking Nigeria |
| Language: | eng |
| Abstract: | The paper aims to investigate the effects of congruence between a customer's self-concept and employee-image on important relational outcomes and, furthermore, the links among personal interaction, relationship satisfaction and loyalty towards employees. The study bases on a sample of 203 customers of bank users in Nigeria. Confirmatory factor analysis and SEM are used to analyse and confirm the conceptual model proposed. Findings reveal that self-employee congruence is an important antecedent of some important relational constructs towards customer satisfaction and longer-term relationships between customers and service providers. |
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