Data of influence of need for affiliation on small business customer loyalty
Open accessAbstract
The need for affiliation (nAff) facet of David McClelland’s (1961) triad of needs is prevalent in psychology, leadership, and business literature. Typically, nAff is referenced in combination with McClelland’s additional two triads: need for achievement (nAch) and need for power (nPow). Isolating the construct of nAff, this study investigates the linkage of affiliation inclination of small business customers to their perceived value of retail servicescapes, filling a gap in the literature on nAff. We analyzed data from 265 small business customers via online questionnaires. The study suggests that servicescapes evoke customers’ feelings and reactions and they subsequently form opinions of the servicescapes and the associative business. The results indicate that customers’ need to be attached to a small business and be satisfied with their experiences with a small business drive customer loyalty. When customers have positive servicescape reactions and become loyal customers, small businesses benefit. Implications for this study’s findings are valuable to small business owners: they might consider servicescape initiatives for their ongoing business success.
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The average small business customer who participated in this survey was between 42 and 57 years old and identified themselves as Caucasian; 65.50% were female.
“The average small business customer who participated in this survey was between 42 and 57 years old and identified themselves as Caucasian; 65.50% were female (Joyal & Bartlo, 2025).”
From Influence of need for affiliation on small business customer loyalty (2025) · cites this paper as Joyal & Bartlo, 2025
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- Authors
- Joyal, A., & Bartlo, C.
- ORCID
- Bartlo, Carol
- Venue
- 4TU.ResearchData
- Publisher
- 4TU.ResearchData
- Published
- 2025-06-03
- OpenAlex
- W6966345745
- Cited by
- 0
- References
- 0
- Type
- dataset
- Language
- en
- Open access
- green
- doi.org
- Licence
- public-domain
- creativecommons.org/publicdomain/zero/1.0/legalcode
- Locations
- 4TU.ResearchData (public-domain)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- need for affiliation, customer loyalty, small business customers, servicescape, need for achievement, need for power, customer satisfaction, customer experience, small business success
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