A Conceptual Model of Customer Advocacy in Services Marketing: A Definition and Key Antecedents
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This paper investigates customer advocacy (CA) as a type of extra-role helping behaviour within the context of service failures and recovery processes. CA is distinct from customer service as it places the customer's interest at the forefront which is not necessarily in the best interest of the organisation. CA presents service organisations with opportunities to increase sales and loyalty (Urban, 2005). Despite this potential, limited research has empirically examined this phenomenon in marketing. This paper fills this gap by examining the concept of customer advocacy in the context of service failures and recovery. We present a conceptual model that aims to understand the phenomenon of CA and identify its antecedents from a frontline employee's perspective.
ANZMAC 2006 Conference
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Marketing Management (incl. Strategy and Customer Relations)