Abstract
It is well established in the literature that sense of community within a service setting contributes to customers’ feelings of commitment toward a brand (Fraering and Minor 2006). For example activities related to brand communities have increased loyalty intentions among small groups of Harley riders (Bagozzi and Dholakia 2006) and Jeep owners (McAlexander, Schouten, and Koenig 2002). Communities theoretically are instrumental in human well-being(McAlexander et al. 2002), due to the desire to belong to a group. So consequently feelings of community have a strong influence on customers’ intentions to continue patronizing a firm in the future (Drengner, Jahn and Gaus 2012).
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Bunker, M.P. (2015). The Essential Role of Sense of Community in a High Customer-to-Customer Interaction Service Setting. In: Kubacki, K. (eds) Ideas in Marketing: Finding the New and Polishing the Old. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10951-0_236
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DOI: https://doi.org/10.1007/978-3-319-10951-0_236
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