The Concept of Stake: Direct Influence and Mediated Influence on the Consumer Propensity to Stay with a Service


Jane W. Licata

Document Type

Conference Proceeding

Conference Track

Service Marketing/ Non-Profit Marketing/ Ethics

Publication Date



The current research attempts to extend the stakeholder theory/relationship marketing stream of research by examining perceptions of stakeholders in the context of a service. A model is tested with two dimensions of stake, customer orientation, and overall satisfaction as variables that might influence the consumer's propensity to stay or leave the service. The model also includes a mediating variable, commitment to the service organization. Results indicate that three out of the four independent variables have a significant, positive influence on the consumer's propensity to remain with the service organization and the mediating variable offers partial mediation to all three independent variables. Managerial implications and future research are discussed.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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