An investigation into the antecedents of goal congruence in retail‐service settings

Leonard V. Coote (Senior Lecturer in the Business School, University of Queensland, Brisbane, Australia)
Evan Price (Marketing Consultant, Price Marketing Services, Bardon, Australia)
Anna‐Lena Ackfeldt (Doctoral Candidate, Aston Business School, Aston University, Birmingham, UK)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 December 2004


The authors report the results of two studies that model the antecedents of goal congruence in retail‐service settings. They draw the antecedents from extant research and propose that goal congruence is related to employees' perceptions of morale, leadership support, fairness in reward allocation, and empowerment. They hypothesize and test direct and indirect relationships between these constructs and goal congruence. Results of structural equations modeling suggest an important mediating role for morale and interesting areas of variation across retail and service settings.



Coote, L., Price, E. and Ackfeldt, A. (2004), "An investigation into the antecedents of goal congruence in retail‐service settings", Journal of Services Marketing, Vol. 18 No. 7, pp. 547-559.

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Copyright © 2004, Emerald Group Publishing Limited

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