Return on Community for Consumers and Service Establishments

This study introduces the concept of return on community (ROC) to the services marketing domain. The ROC represents the health outcomes to customers and financial outcomes to firms that materialize when customers receive social support from other customers in service establishments. By administering Barrera's Arizona Social Support Interview Schedule to teenagers who patronize a video arcade, to members of Gold's Gym, and to middle-aged women who exercise at Curves, the author shows that customers can obtain six types of social support from other customers: intimate interaction, social participation, physical assistance, feedback, guidance, and material aid. In terms of health benefits, intercustomer support provides customers with group cohesion and enhanced well-being. Service firms that host supportive customer networks benefit from customer satisfaction, positive intentional behaviors, and the ability to charge higher prices. By using the contingent valuation method, this article also reveals how customers value support from other Customers and employees.