Member loyalty and WOM in co-operative and mutual enterprises

Tim Mazzarol, Geoff Soutar, Elena Mamouni Limnios

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)


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).

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.

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.

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
Pages (from-to)303-315
Number of pages13
JournalJournal of Services Marketing
Issue number3
Publication statusPublished - 8 Jul 2019


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