368
Views
3
CrossRef citations to date
0
Altmetric
Original Articles

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

Pages 53-65 | Published online: 03 Feb 2007
 

Abstract

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.

Notes

1. The exception being that personal connection contributed 2% of the unique variance in customer loyalty toward the service provider.

Additional information

Notes on contributors

Chas D. Koermer

Chas D. Koermer (PhD University of Nebraska at Lincoln, 1991) is an Associate Professor in the Department of Communication and Theatre

Linda L. McCroskey

Linda L. McCroskey (PhD University of Oklahoma, 1998) is an Assistant Professor in the Department of Communication Studies at California State University Long Beach, Long Beach, CA 90840

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.