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This paper aims to provide an integrative view of the conceptualizations, definitions, antecedents and taxonomies of consumer complaining behavior (CCB). Additionally, the study aims to provide an updated synthesis and classification of both legitimate and illegitimate CCB antecedents, as well as an integrated CCB taxonomy.

A multi-stage systematic search is conducted and 226 research articles relevant to the scope of the study are analyzed to fulfill the study’s objectives.

Through an exhaustive aggregation, legitimate and illegitimate CCB antecedents identified in the literature are collated and a classification schema is developed. Deficiencies observed in extant CCB taxonomies are addressed and a refined taxonomy incorporating illegitimate CCB is developed.

The conclusions drawn on the basis of this paper are contingent on the effectiveness of the keyword-based systematic search process that is used to demarcate the extant literature.

This paper suggests a three-pronged approach of differential enabling, legitimacy evaluation and differential management. This holistic perspective aims at enabling firms to design complaint management policies and systems that control fake complaints while maintaining sufficient redress opportunities for genuine dissatisfaction.

The paper proposes an identical classification schema for legitimate and illegitimate CCB antecedents and is the first broad-based attempt to develop an integrated CCB taxonomy.

The purpose of this paper is to compare the antecedents and consequences of two distinct types of virtual co-creation behaviours that require different degree of effort from the customer, i.e. customer participation (CPB), and customer citizenship (CCB) behaviour, in a cross-cultural study.

A survey was conducted among members of online panels in the UK and Spain, reaching a sample of 800 online individuals who participate in online co-creation processes with fashion retailers. This design allows us to test the cross-cultural effects. Multi-group structural equations modelling was used to analyse the data.

Virtual co-creation behaviours are driven by perceived ease-of-use of the co-creation platform, electronic word-of-mouth (e-WOM) quality and fashion involvement; however, the effects are different on CPB, affected by perceived ease-of-use more strongly, and on CCB, driven by e-WOM quality and fashion involvement more strongly. Higher level of co-creation increases satisfaction with co-creation, which mediates the effect on engagement and intention of future co-creation. The cross-cultural design reveals that most relationships hold in both countries, with the exception of the influence of fashion involvement on CPB, while some differences in the size of the effects appear between countries.

This study contributes to increasing our knowledge on online co-creation in several ways. First, the authors investigate, in the online environment, two co-creation behaviours, CPB and CCB, and compare their antecedents. This paper provides a cross-cultural validation of the relationships between CPB and CCB’s antecedents and consequences, identifying the different effects due to culture.

This study aims to explore customer personality traits as an antecedent of customer citizenship behaviour which positively facilitates service providers.

This study follows the positivism research paradigm. Hence, primary data were collected from 250 homestay visitors who stayed at five selected homestays located at Mirissa homestay zone, Sri Lanka.

The present study's findings reveal that “agreeableness,” “extraversion” and “conscientiousness” personality traits promote customer citizenship behaviour. Furthermore, the openness to “experience” trait identified to have a statistically insignificant relationship with CCB and neuroticism recorded a positive impact on the relationship between CCB and personality, contrary to the existing literature.

This study comprehensively explains how service providers should arrange their service facilities to increase customer willingness to perform citizenship behaviour, which helps develop their services.

Previous research has investigated that customer personality in terms of prosocial and proactive nature impacts CCBs. In contrast, the effect of Big Five personality traits on CCB is highlighted in this study.

The purpose of this study is to understand the detailed mechanism through which consumer citizenship behavior gets affected by corporate social responsibility through perceived employee behavior and consumer company identification.

The study subjects data from cross-sectional survey of 405 retail store consumers to structural equation modeling.

The results indicate that consumer company identification plays a very crucial role as it mediates the effect of corporate social responsibility and employee behavior on consumer citizenship behavior. In addition, the results also indicate that corporate social responsibility perceptions lead to positive employee behavior.

The study contributes to the literature on consumer citizenship behavior by identifying and filling up two major gaps in the retail outlets' context: (1) the limited empirical investigation of antecedents of consumer citizenship behavior up to third-level (i.e. antecedent of antecedent of antecedent) (2) the lack of clarity on the exact mechanism through which perceived corporate social responsibility influences consumer citizenship behavior, and the role of consumer company identification as a mediator in this relationship.

The purpose of this paper is to examine the impact of the customer- and firm-focused driving factors, relationship quality (RQ), and identification on customer citizenship behaviors (CCB) on corporate social networking sites (SNS), as well as the impact of service attribute in such relationship.

A survey was conducted among the Facebook members of 7-Eleven (318) and Starbucks (316) in Taiwan to test the proposed framework. A structural equation modeling was used to test the validity of the research model and hypotheses.

The results reveal that SNS RQ and SNS identification are key factors affecting CCB, whereas financial bond (firm-focused) and consumer-company identification (customer-focused) are critical initiators. The findings reveal contingencies across service attributes for such effects. Experienced service firms can better encourage CCB by intimating SNS relationships with followers. Search firms should secure online identification to enable customers to perform CCB. The results also confirm the mediating effects of SNS RQ and SNS identification.

This study contributes to the literature by simultaneously examining the firm (external)- and individual (internal)-level of incentives, and to further reveal the main drivers encouraging CCB on corporate SNS. This study also belongs to the limited studies that discuss consumer voluntary behaviors on the corporate SNS. The results shed light on the existence of a contingency role for service attribute on SNS, and further suggest how firms with distinct attributes can effectively allocate their limited resources when encouraging CCB on SNS.

In the realm of increased competition among coffee café, the need for customer citizenship behavior (CCB) has increased. But the question of how a café can win CCB through firm-level and individual dispositional factors have not been gained due attention. Against this backdrop, this study aims to investigate a moderated-mediation model to predict CCB through CSR, affective commitment and service quality.

The data were collected from 797 coffee café visitors between April–June 2019. The respondents were approached through a convenience sampling technique.

Using both Structural Equation Modeling and Hayes Macros, data analysis proved that CSR significantly predicts affective commitment and CCB. Moreover, it is also witnessed that the presence of high service quality strengthens the mediation mechanism; thus, a moderated-mediation model is supported.

The study is cross-sectional, although the design did not cause a common method variance. The model tested in the study offers a novel mechanism explaining the linking between CSR and CCB through affective commitment and service quality. The findings are useful for the management of café as the large sample size may offer generalizable results.

The study offers a novel way of predicting CCB, the desired customer behavior in the present competitive environment in the coffee market. The usefulness of the findings for management is yet another contribution offered by this study.

Understanding consumer dissatisfaction and its outcomes, a focus of consumer complaint behavior (CCB) research, has become a critical factor for business firms pursuing market penetration strategies where selling more to existing customers oftentimes is the key to profitability. However, CCB research to date has been primarily western in its orientation. This begs questions as to the extent to which western corporations can rely on its findings in markets with non‐western cultures. Based on an empirical investigation designed to compare CCB in a collectivist culture with CCB in an individualist culture, this research indicates that customers in different cultures do have different complaint behaviors and intentions. Managerial implications of these findings and recommendations for additional CCB research are discussed.

Drawing on social penetration theory (SPT) and social exchange theory, this study examines whether and why customer empathy for frontline employees (FLEs) and employee self-disclosure influence customer citizenship behavior (CCB).

This study’s hypotheses were tested using two studies (study 1 had an experimental design, and study 2 had a survey design) with restaurant customers.

The results indicate that when customers have a higher level of customer empathy for FLE, the likelihood that customers will exhibit CCB increases. Employee self-disclosure provides a greater advantage in fostering CCB. A mediating effect of rapport in the relationship between customer empathy for FLE, employee self-disclosure and CCB is also found, while no interaction effect of customer empathy for FLE and employee self-disclosure on CCB is supported.

Maintaining a focus on the interpersonal nature of interactions between customers and employees in co-creating values, this research advances the CCB literature by newly identifying customer empathy for FLEs and employee self-disclosure as predictors of CCB that have not yet been tapped. The underlying mechanism via rapport is also explained using the value co-creation perspective.

The purpose of this study is to measure the effect of initiating corporate social responsibility (CSR) in a service-based company (Pasargad Bank in Tehran) on customers' extra-role behaviors, known as customer citizenship behavior (CCB). The mediating roles of perceived service quality (PSQ) and corporate image (CI) are measured in this model to find out whether they foster this relationship or not.

This study has been conducted on Iranian Pasargad Bank customers. This study is an empirical study using the questionnaire survey method. Structural equation modeling is used to measure the research framework.

It is revealed that the PSQ has a partial and positive effect on CCB. Moreover, the variance accounted for index has been used to examine the mediating roles of PSQ and CI in the model of this study. Furthermore, according to the results, CSR positively and directly affects CCB. Among the mediators, PSQ is a partial mediator in the relationship between CSR and CCB. On the other hand, CI was found not to be a mediator in the mentioned relationship in this study.

Studying PSQ would give a broader insight into service providers initiating CSR activities and their outcomes as CCB. Linking the service industry and citizenship behavior would enlighten researchers and service providers to improve their levels of standards.

Firms are increasingly making customers key stakeholders in their greening processes, requiring them to voluntarily use their resources to benefit the firm. In this context, this paper develops a new construct – tangible customer citizenship behaviour (CCB), i.e. voluntary participation of customer in operational processes of the company beyond normal requirements of exchange. This requires more involvement than the already documented intangible CCB. The purpose of the paper is to then explore whether service quality (SQ) (online and offline) influences such voluntary customer reciprocity in greening.

This study used a virtual survey among 400 customers of e-commerce firms that have adopted greening practices requiring customer engagement and regressions were used to test the hypotheses.

The authors find that both online and offline SQ positively impact intangible CCB but have no impact on customer greening reciprocity (tangible CCB). Additionally, the authors find that offline SQ positively impacts customer greening awareness. However, in spite of the presence of greening awareness and display of intangible CCB, SQ does not have any impact on greening reciprocity.

This study introduces to literature a more tangible form of voluntary behaviour on the part of the customer, i.e. tangible CCB or reciprocity. To the best of the authors’ knowledge, it is also one of the first to study the customer as an important stakeholder and participant in a business-to-consumer firm’s operating processes, particularly in greening which has no direct impact on the firm’s core offering. The focus on greening in the Indian context is also novel given the greening costs and requirements and the price competition are very different in emerging market contexts where e-commerce firms are experiencing the maximum growth.