Member networks and identification within professional associations

Mei-Hua Huang, Cynthia M. Webster

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

Recent research in relationship marketing suggests network ties and organisational identification to be critical factors in member retention and performance (Ahearne et al. 2005; Bhattacharya, 1998). Based on Bendapudi and Berry’s (1997) relationship maintenance model, we test a model within three professional associations (PAs). Results show Reputation and Internal Networks are positively related to Identification leading to member Retention, Advocacy and Performance. Member Performance also is directly related to Internal Networks. External Networks show no relationship with Identification and are negatively related to Internal Networks, indicating members with extensive external ties tend not to form strong internal relationships. Accordingly, managers should assist PA members in the development of Internal Networks, benefiting both members and PAs simultaneously.
Original languageEnglish
Title of host publicationANZMAC 2007
Subtitle of host publicationproceedings : 3Rs - reputation, responsibility and relevance
EditorsMaree Thyne, Kenneth R. Deans, Juergen Gnoth
Place of PublicationDunedin, N.Z.
PublisherUniversity of Otago
Pages1975-1983
Number of pages9
ISBN (Print)9781877156299
Publication statusPublished - 2007
EventAustralian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand
Duration: 3 Dec 20075 Dec 2007

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2007)
CityDunedin, New Zealand
Period3/12/075/12/07

Keywords

  • social networks
  • identification
  • professional associations

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    Huang, M-H., & Webster, C. M. (2007). Member networks and identification within professional associations. In M. Thyne, K. R. Deans, & J. Gnoth (Eds.), ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance (pp. 1975-1983). Dunedin, N.Z.: University of Otago.