LGBT职场平权政策与顾客满意:行销能力与需求不稳定性的作用

IF 5.1 3区 管理学 Q1 BUSINESS Journal of Public Policy & Marketing Pub Date : 2021-01-01 DOI:10.1177/0743915620945259
Pankaj C. Patel, Cong Feng
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引用次数: 23

摘要

女同性恋、男同性恋、双性恋和跨性别工作场所平等政策(LGBT-WEP)有助于表明并加强组织对工作场所平等和多样性的承诺。先前的证据表明,LGBT-WEP被利益相关者(客户、员工和渠道合作伙伴)看好,并影响公司绩效。利用利益相关者理论和公司的资源基础观点,作者研究了LGBT-WEP是否通过营销能力影响客户满意度,以及需求不稳定性是否抑制了这些联系。为了减轻对LGBT-WEP的内生性担忧,他们利用了州与州之间工作场所平等政策的看似外生的差异,这些差异是由各州关于性取向非歧视的法律决定的。实证结果表明,LGBT-WEP对顾客满意度有直接的正向影响,并通过增强营销能力对顾客满意度产生正向影响。然而,需求不稳定抑制了这些关联。使用关键变量的替代度量、替代分布假设和替代模型规范的附加分析产生一致的结果。
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LGBT Workplace Equality Policy and Customer Satisfaction: The Roles of Marketing Capability and Demand Instability
A lesbian, gay, bisexual, and transgender workplace equality policy (LGBT-WEP) helps signal and reinforce the organizational commitment to workplace equality and diversity. Prior evidence suggests that LGBT-WEP is viewed favorably by stakeholders (customers, employees, and channel partners) and influences firm performance. Drawing on stakeholder theory and the resource-based view of the firm, the authors examine whether LGBT-WEP influences customer satisfaction through marketing capability and whether demand instability dampens these associations. To alleviate endogeneity concerns of LGBT-WEP, they exploit the plausibly exogenous state-to-state variations in workplace equality policies determined by statewide laws on nondiscrimination based on sexual orientation. Empirical results indicate that LGBT-WEP positively influences customer satisfaction both directly and through enhanced marketing capability. Demand instability, however, dampens these associations. Additional analyses with alternate measures of key variables, alternate distributional assumption, and alternate model specifications yield consistent results.
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来源期刊
CiteScore
10.20
自引率
15.40%
发文量
29
期刊介绍: Journal of Public Policy & Marketing welcomes manuscripts from diverse disciplines to offer a range of perspectives. We encourage submissions from individuals with varied backgrounds, such as marketing, communications, economics, consumer affairs, law, public policy, sociology, psychology, anthropology, or philosophy. The journal prioritizes well-documented, well-reasoned, balanced, and relevant manuscripts, regardless of the author's field of expertise.
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