The Apple Store Effect: Does Organizational Identification Trickle Down to Customers?

Coget, Jean-Francois
February 2011
Academy of Management Perspectives;Feb2011, Vol. 25 Issue 1, p94
Academic Journal
The article presents an overview of a study on the ability of Apple Stores' management to generate enthusiasm among its retail customers and whether or not Apple's success can be emulated by a women's apparel retail chain store. Researchers Donald Lichtenstein of the University of Colorado and Richard Netemeyer and James Maxham III of the University of Virginia tested the hypothesis that the degree to which store managers identify with their organizations will trickle down to their salespeople who will influence customers which then improves a store's financial performance. Discussion topics include a definition of organizational identification, the relationship between employee and customer identification, and the process of building customer loyalty to a brand.


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