Customer-Company Identification: A Study of Relational Consequences in the Non-Profit Sector

Elisa Monnot (1) , Fanny Reniou (1) , Pierre Volle (1)

1 DRM - Dauphine Recherches en Management

In the first section, a literature review on identification enables a clear definition of the "Customer-Company Identification" construct to be given. Then in the second section, the conceptual framework and the main hypothesis are exposed. In the third section, an empirical investigation into a non-profit sector (i.e. higher education) is presented. Finally, in the last section the results are discussed.

Mots clés: relationship marketing; customer-company identification; relationship investment; attachment

Domaines: Gestion et management

Elisa Monnot, Fanny Reniou, Pierre Volle. Customer-Company Identification: A Study of Relational Consequences in the Non-Profit Sector. EGOS colloquium, Barcelona, Spain, 2009, Barcelone, Spain. pp.1-6. ⟨halshs-00638643⟩