The Relationship between Alumni and University: Toward a Theory of Discretionary Collaborative Behavior

Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators

“…Indeed, there are a number of studies supporting the significant effect of satisfaction on WOM Heckman and Guskey 1998;Heitmann et al 2007;HennigThurau et al 2002;Mittal et al 1999;Price and Arnould 1999;Söderlund 2006;Swan and Oliver 1989;Wangenheim and Bayón 2007). Thus, our conceptual framework proposes:…”

A more comprehensive understanding and measure of customer helping behavior

“…There have been four previous attempts to adapt the OCB scale into a measure of comparable customer behaviors (Heckman and Guskey, 1998;Ahearne et al, 2005;Groth, 2005;Bove et al, 2009). However, previous attempts had difficulties developing a scale that could be widely applicable.…”

Extra-role behavior in buyer–supplier relationships

“…There is an extensive body of literature that relates ERB to concepts that qualify the cooperative character of a relationship between actors, such as relational bonds (Heckman & Guskey, 1998), value alignment and shared values (Deckop, Mangel, & Cirka, 1999;Maxham & Netemeyer, 2003), and commitment (Mackenzie et al, 1998;Van Dyne & Ang, 1998). Prior marketing literature has suggested that a cooperative atmosphere can lead to the emergence of relational norms such as flexibility and solidarity as a partner commits to be responsive to requests that go beyond the usual expectations (Ganesan, 1994;Sako, 1992;Sirdeshmukh, Singh, & Sabol, 2002).…”