The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
The loyalty ripple effect: Appreciating the full value of customers
Abstract
Abstract The influence of loyal customers can reach far beyond their proximate impact on the company. This impact is analogous to the ripple caused by a pebble tossed into a still pond. In this article we introduce the loyalty ripple effect construct and define it as the influence, both direct and indirect, customers have on a firm through (1) generating interest in the firm by encouraging new customer patronage or (2) other actions or behaviours that create value for the organization. That is, in addition to their revenue stream, we suggest loyal customers may engage in several behaviours, including word‐of‐mouth communication, that add value to or reduce costs for the firm. In our discussion, we provide some examples to illustrate our point and conduct an exploratory study related to arguably the most salient ripple generator, word‐of‐mouth communication. The paper concludes with managerial implications and provides some suggestions for future research.
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Citations
Cites
The Behavioral Consequences of Service Quality
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996) · Journal of Marketing · doi:10.2307/1251929 · Cited by 12,003
Product/Consumption-Based Affective Responses and Postpurchase Processes
Westbrook, R. A. (1987) · Journal of Marketing Research · doi:10.1177/002224378702400302 · Cited by 2,462
Clients as "Partial" Employees of Service Organizations: Role Development in Client Participation
Mills, P. K., & Morris, J. H. (1986) · The Academy of Management Review · doi:10.2307/258392 · Cited by 735
Cited by
Comfort Your Online Customer: Quality, Trust and Loyalty on the Internet
Ribbink, D., van Riel, A. C. R., Liljander, V., & Streukens, S. (2004) · Managing Service Quality: An International Journal · doi:10.1108/09604520410569784 · Cited by 872
Apriansyah, R., & Hermanto (2026) · Journal of Business Studies and Mangement Review · doi:10.22437/jbsmr.v9i2.58106
Metadata
- Authors
- Gremler, D. D., & Brown, S. W.
- Venue
- International Journal of Service Industry Management
- Publisher
- Emerald
- Published
- 1999-08
- Volume
- 10
- Issue
- 3
- Pages
- 271-293
- ISSN
- 0956-4233 (ISSN-L)
- OpenAlex
- W1506094892
- Cited by
- 271
- References
- 3
- FWCI
- 7.21
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
