The Effect of Innovation on Service Base Customer Club Performance: Empirical Insights

Reykjavik University
Publication Type:
Conference Proceeding
Flexible Marketing in and Unpredictable World: Proceedings of the 36th EMAC Conference, 2007, pp. 1 - 15
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We present a conceptual model and preliminary empirical assessment drawing on data from samples of 8 service based customer clubs (airline, hotel chain, rental car company, mortgage broker club, travel agency cooperative, IT channel program, travel consultant club and a rural retailer) to examine how customer club innovation and social capital relates to customer club performance. This model assesses the effects of customer club innovation and three social capital theoretic constructs, which are proposed to influence club performance. Beyond the theoretic contribution, the findings of this preliminary study provide some managerial insights about how to enhance a service based customer club employing a social capital and an innovation perspective
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