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Communality as a Dimension of Service Relationships
Author(s) -
Goodwin Cathy
Publication year - 1996
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp0504_04
Subject(s) - operationalization , construct (python library) , dimension (graph theory) , service (business) , affect (linguistics) , psychology , marketing , social psychology , business , computer science , epistemology , mathematics , philosophy , communication , pure mathematics , programming language
This article proposes a construct, communality, that can be used to differentiate service relations. Theoretical development of this construct suggests that (a) communality will affect the way consumers interpret behaviors of service providers and fellow consumers; (b) marketing variables can influence the degree to which consumers anticipate and experience communality; and (c) conflicting relationship norms will have consequences for service outcomes. A model and propositions are presented, along with suggestions for operationalizing the construct and developing future research.