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Nomen est omen: formalizing customer labeling theory

Author

Listed:
  • Kirk Plangger

    (University of London)

  • Jan H. Kietzmann

    (Simon Fraser University)

  • Leyland F. Pitt

    (Simon Fraser University)

  • Pierre Berthon

    (Bentley College)

  • David Hannah

    (Simon Fraser University)

Abstract

Organizations use a variety of labels to refer to their customers — the individuals who use their products and services. These labels (e.g., guests, students, clients, members, patients, users, etc.) suggest different meanings and connotations than being a simple customer. In this paper, we explore traditional labeling theory, and its roots in categorization and semiotic theories, to aid in the understanding of the customer-firm relationship. We then extend and formalize this to a customer labeling theory, in which we posit that a firm’s labels for its customers may shape consumer and organizational attitudes. Therefore, if customers become what marketers call them, then these labels shape the dialog between organizations and their customers. Thus, customer labels indirectly impact the success of firms’ customer relationship management efforts. We discuss customer labeling implications for firms and make suggestions for future academic research.

Suggested Citation

  • Kirk Plangger & Jan H. Kietzmann & Leyland F. Pitt & Pierre Berthon & David Hannah, 2013. "Nomen est omen: formalizing customer labeling theory," AMS Review, Springer;Academy of Marketing Science, vol. 3(4), pages 193-204, December.
    • Handle: RePEc:spr:amsrev:v:3:y:2013:i:4:d:10.1007_s13162-013-0054-9
    DOI: 10.1007/s13162-013-0054-9
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    References listed on IDEAS

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    Cited by:

    1. Lord Ferguson, Sarah & Smith, Claudia & Kietzmann, Jan, 2022. "Hands-off? Lessons from high-touch professionals about going virtual," Business Horizons, Elsevier, vol. 65(3), pages 303-313.

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