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.
|Title of host publication||ANZMAC 2007|
|Subtitle of host publication||proceedings : 3Rs - reputation, responsibility and relevance|
|Editors||Maree Thyne, Kenneth R. Deans, Juergen Gnoth|
|Place of Publication||Dunedin, N.Z.|
|Publisher||University of Otago|
|Number of pages||9|
|Publication status||Published - 2007|
|Event||Australian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand|
Duration: 3 Dec 2007 → 5 Dec 2007
|Conference||Australian and New Zealand Marketing Academy Conference (2007)|
|City||Dunedin, New Zealand|
|Period||3/12/07 → 5/12/07|
- social networks
- professional associations
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.