Member loyalty and WOM in co-operative and mutual enterprises

Research output: Contribution to journalArticle

Abstract

The purpose of this paper is to present findings from a large-scale survey of members of co-operative and mutual enterprises (CMEs) that examines the factors influencing members’ intentions to remain loyal to the enterprise and to provide word of mouth (WOM).

Design/methodology/approach
A model was suggested and tested to examine the interrelationships between constructs measuring emotional, functional and financial value, affective and continuance commitment, intention to remain loyal to a CME and WOM communication. A large sample was drawn from a range of co-operative and mutual enterprises, and the suggested model was estimated using a partial least squares approach.

Findings
Significant relationships were found between all constructs. However, emotional value and affective commitment were found to have particularly strong relationships. Emotional value had a strong influence on both affective and continuance commitment, while affective commitment had a strong influence on loyalty and WOM.

Originality/value
This paper provides empirical support for suggestions about the factors that influence member loyalty within CMEs and the relative importance of non-financial motivations. It also provides a strong foundation upon which directors and executive managers of CMEs can build more effective member marketing and communications strategies.
Original languageEnglish
Number of pages14
JournalJournal of Services Marketing
DOIs
Publication statusPublished - 2019

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Word-of-mouth
Loyalty
Affective commitment
Emotion
Continuance commitment
Influencing factors
Relative importance
Partial least squares
Communication strategies
Interrelationship
Influence factors
Managers
Marketing strategy
Word-of-mouth communication
Design methodology

Cite this

@article{4b42ce95656b4343a79bd70affc5d334,
title = "Member loyalty and WOM in co-operative and mutual enterprises",
abstract = "The purpose of this paper is to present findings from a large-scale survey of members of co-operative and mutual enterprises (CMEs) that examines the factors influencing members’ intentions to remain loyal to the enterprise and to provide word of mouth (WOM).Design/methodology/approachA model was suggested and tested to examine the interrelationships between constructs measuring emotional, functional and financial value, affective and continuance commitment, intention to remain loyal to a CME and WOM communication. A large sample was drawn from a range of co-operative and mutual enterprises, and the suggested model was estimated using a partial least squares approach.FindingsSignificant relationships were found between all constructs. However, emotional value and affective commitment were found to have particularly strong relationships. Emotional value had a strong influence on both affective and continuance commitment, while affective commitment had a strong influence on loyalty and WOM.Originality/valueThis paper provides empirical support for suggestions about the factors that influence member loyalty within CMEs and the relative importance of non-financial motivations. It also provides a strong foundation upon which directors and executive managers of CMEs can build more effective member marketing and communications strategies.",
keywords = "word of mouth, Co-operative Enterprise, member loyalty, Mutual enterprise",
author = "Tim Mazzarol and Geoff Soutar and {Mamouni Limnios}, Elena",
year = "2019",
doi = "10.1108/JSM-07-2018-0195",
language = "English",
journal = "Journal of Services Marketing",
issn = "0887-6045",
publisher = "Emerald Group Publishing Limited",

}

TY - JOUR

T1 - Member loyalty and WOM in co-operative and mutual enterprises

AU - Mazzarol, Tim

AU - Soutar, Geoff

AU - Mamouni Limnios, Elena

PY - 2019

Y1 - 2019

N2 - The purpose of this paper is to present findings from a large-scale survey of members of co-operative and mutual enterprises (CMEs) that examines the factors influencing members’ intentions to remain loyal to the enterprise and to provide word of mouth (WOM).Design/methodology/approachA model was suggested and tested to examine the interrelationships between constructs measuring emotional, functional and financial value, affective and continuance commitment, intention to remain loyal to a CME and WOM communication. A large sample was drawn from a range of co-operative and mutual enterprises, and the suggested model was estimated using a partial least squares approach.FindingsSignificant relationships were found between all constructs. However, emotional value and affective commitment were found to have particularly strong relationships. Emotional value had a strong influence on both affective and continuance commitment, while affective commitment had a strong influence on loyalty and WOM.Originality/valueThis paper provides empirical support for suggestions about the factors that influence member loyalty within CMEs and the relative importance of non-financial motivations. It also provides a strong foundation upon which directors and executive managers of CMEs can build more effective member marketing and communications strategies.

AB - The purpose of this paper is to present findings from a large-scale survey of members of co-operative and mutual enterprises (CMEs) that examines the factors influencing members’ intentions to remain loyal to the enterprise and to provide word of mouth (WOM).Design/methodology/approachA model was suggested and tested to examine the interrelationships between constructs measuring emotional, functional and financial value, affective and continuance commitment, intention to remain loyal to a CME and WOM communication. A large sample was drawn from a range of co-operative and mutual enterprises, and the suggested model was estimated using a partial least squares approach.FindingsSignificant relationships were found between all constructs. However, emotional value and affective commitment were found to have particularly strong relationships. Emotional value had a strong influence on both affective and continuance commitment, while affective commitment had a strong influence on loyalty and WOM.Originality/valueThis paper provides empirical support for suggestions about the factors that influence member loyalty within CMEs and the relative importance of non-financial motivations. It also provides a strong foundation upon which directors and executive managers of CMEs can build more effective member marketing and communications strategies.

KW - word of mouth

KW - Co-operative Enterprise

KW - member loyalty

KW - Mutual enterprise

U2 - 10.1108/JSM-07-2018-0195

DO - 10.1108/JSM-07-2018-0195

M3 - Article

JO - Journal of Services Marketing

JF - Journal of Services Marketing

SN - 0887-6045

ER -