DOIONLINE

DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-10994

Publish In
International Journal of Management and Applied Science (IJMAS)-IJMAS
Journal Home
Volume Issue
Issue
Volume-4,Issue-2  ( Feb, 2018 )
Paper Title
An Analysis of the Relationships Between Customer Participation, Psychological Ownership, and Loyalty in Starbucks as a Third Place
Author Name
Jaehun Joo, Byungyoung Kang, Sung Jae Chang
Affilition
Department of Information Management Dongguk University-Gyeongju707 Sukjang-dong, Gyeongju, South Korea Ph. D. Professor Department of Information Management (Major in MIS) College of Commerce and Economics, Dongeui University Busan Busanjin-gu, Busan 614-714 Republic of Korea Department of Philosophy Dongguk University-Gyeongju 707 Sukjang-dong, Gyeongju, South Korea
Pages
29-33
Abstract
The third place plays an important role in complex society. It is necessary to identify the mediator between customer participation and loyalty. Thus, the purpose of the study is to analyze the relationship between customer participation and loyalty and a mediating role of psychological ownership. A structural equation model representing the relationships between customer participation, psychological ownership, and customer loyalty was proposed and four hypotheses were tested using data collected from visitors of Starbucks as the third place. Customer participation positively affects psychological ownership and customer loyalty. Psychological ownership positively affects customer loyalty. Psychological ownership plays a mediating role in the relationship between customer ownership and loyalty. Some implications were suggested. Index Terms- Customer participation, psychological ownership, customer loyalty, third place, Starbucks.
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