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

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.

Keywords:

• Sociality Communication
• Customer Loyalty
• Service Provider
• Service Organization

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