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The paper aims to explore the relationship between customer mindsets and customer citizenship behavior. This study used the cognitive-affective-behavioral model to examine how customer mindsets relate to customer citizenship behavior. In addition, it investigated the mediating effect of customer brand engagement and moderating role of brand trust.

The study used a self-administered online survey from 412 respondents using cellular mobile operating brands. Partial least square structural equation modeling was used to analyze the collected data.

The results revealed that growth-mindset customers directly and significantly influence customer citizenship behavior. The impact of a fixed mindset on customer citizenship behavior is indirect through customer brand engagement. The moderating findings revealed that the effect of brand trust on the relationship between customer brand engagement and customer citizenship behavior is higher than that between the fixed mindset and customer brand engagement.

The findings provide valuable insights for marketing and brand managers to design marketing campaigns considering different mindsets to generate customer citizenship behavior among customers.

This study provides new avenues in consumer psychology and behavior by unfolding the underlying mechanism through which mindsets lead to customer citizenship behavior, contributing to existing knowledge by extending the cognitive-affective-behavioral model.

Environmental issues have triggered the need for sustainable behavior around the globe. The tourism industry’s rapid growth also contributes to environmental degradation through natural resource depletion and excess water and energy utilization. Based on social identity theory, this study aims to assess the impact of environmental corporate social responsibility initiatives on green customers’ citizenship behavior. Furthermore, the study assesses the mediating effects of green trust, customer–company identification and green image.

This study is a quantitative approach, and purposive sampling technique was used to collect the data from the hotels’ customers from northern areas of Pakistan. This study used partial least square-structural equation modeling to analyze the data of 426 customers.

The study’s findings show that environmental corporate social responsibility initiatives significantly impact green customers’ citizenship behavior, green trust, customer–company identification and green corporate image. However, the relationship between green corporate image and green customers’ citizenship behavior was insignificant. Furthermore, the study’s results revealed that green trust and customer–company identification partially mediate between environmental corporate social responsibility initiatives and green customers’ citizenship behavior.

The findings suggest that hotels’ environmental corporate social responsibility initiatives improve green customer citizenship behavior, green trust and enhance customer–company identification. Therefore, hotel industry managers should consider reinforcing existing environmental corporate social responsibility initiatives and make further efforts to highlight the importance of such initiatives for environmental sustainability, which ultimately affects customers’ green customer citizenship behavior.

This research developed a novel framework to understand green customers’ citizenship behavior in the tourism industry. It extended the literature on environmental corporate social responsibility initiatives and green customers’ citizenship behavior. In addition, the research adds value by confirming the significant direct and mediating role of customer–company identification in tourism industry context.

This study, grounded in the SOR theory, aims to enrich the understanding of customer citizenship behaviour in omnichannel fashion retail by examining how different customer experiences enhance customer engagement and how that engagement leads to customer citizenship behaviour. The influence of return policies on the relationship between customer engagement and customer citizenship behaviour was also examined.

Partial least squares structural equation modelling (PLS-SEM) is used to examine the framework of the proposed study with data collected through a survey (n = 251) to examine the opinions of the respondents about the variables mentioned. The authors also assessed the proposed framework using predictive power assessment using PLS predict.

The study results reveal that customers’ experiences of integration and flexibility in omnichannel retail are positively associated with their engagement. However, customer experiences of connectivity, consistency and personalization do not appear to affect customer engagement significantly in omnichannel retail. The return policy positively moderates the relationship between customer engagement and customer citizenship behaviour in the omnichannel fashion retail context. Predictive power assessment shows that the proposed model has high prediction accuracy.

This study contributes to the marketing literature by investigating different dimensions of consumer experience collectively and its impact on customer engagement and citizenship behaviour. Furthermore, the study contributes to omnichannel retail in fashion industry by testing the return policy as a moderator variable on the relationship between customer engagement and citizenship behaviour.

Este estudio, basado en la teoría SOR, enriquece la comprensión del comportamiento cívico del cliente en el comercio minorista de moda omnicanal examinando cómo las diferentes experiencias del cliente mejoran el compromiso de éste y cómo dicho compromiso conduce al comportamiento cívico del cliente. También se examina la influencia de las políticas de devolución en la relación entre el compromiso del cliente y el comportamiento ciudadano del cliente.

Se utilizó la modelización PLS-SEM para examinar el marco del estudio propuesto con datos recogidos mediante una encuesta (n = 251) para examinar las opiniones de los encuestados sobre las variables mencionadas. Los autores también evaluaron el marco propuesto mediante una evaluación del poder predictivo utilizando la predicción PLS.

Los resultados revelan que las experiencias de integración y flexibilidad de los clientes en el comercio minorista omnicanal se asocian positivamente con su compromiso. Sin embargo, las experiencias de los clientes de conectividad, coherencia y personalización no parecen afectar significativamente al compromiso del cliente en el comercio minorista omnicanal. La política de devoluciones modera positivamente la relación entre el compromiso del cliente y el comportamiento ciudadano en el contexto del comercio minorista de moda omnicanal. La evaluación del poder predictivo mostró que el modelo propuesto tenía una alta precisión de predicción.

El estudio contribuye a la literatura de marketing investigando colectivamente diferentes dimensiones de la experiencia del consumidor y su impacto en el compromiso del cliente y el comportamiento ciudadano. Además, este estudio contribuye a la venta minorista omnicanal en la industria de la moda al probar la política de devoluciones como variable moderadora de la relación entre el compromiso del cliente y el comportamiento ciudadano.

本研究以 SOR 理论为基础, 通过研究不同的顾客体验如何提高顾客参与度, 以及顾客参与度如何推动顾客公民行为, 丰富了对全渠道时尚零售中顾客公民行为的理解。研究还探讨了退货政策对顾客参与和顾客公民行为之间关系的影响。

本文采用 PLS-SEM 模型来检验拟议的研究框架, 并通过调查（n = 251）收集数据, 以检验受访者对上述变量的看法。作者还通过使用 PLS 预测评估预测能力, 对提出的框架进行了评估。

通过调查（n = 251）收集的数据, 使用 PLS-SEM 模型来研究拟议的研究框架, 以考察受访者对上述变量的看法。作者还通过使用 PLS 预测评估预测能力, 对提出的框架进行了评估。

研究结果表明, 顾客在全渠道零售中对整合性和灵活性的体验与他们的参与度呈正相关。然而, 顾客在连通性、一致性和个性化方面的体验似乎并未对顾客参与全渠道零售产生显著影响。退货政策对全渠道时尚零售中顾客参与和公民行为之间的关系起到了积极的调节作用。 预测能力评估表明, 所提出的模型具有较高的预测准确性。

本研究通过对消费者体验的不同维度及其对顾客参与和公民行为的影响进行综合研究, 为营销文献做出了贡献。此外, 本研究通过检验退货政策作为顾客参与和公民行为之间关系的调节变量, 为时尚行业的全渠道零售做出了贡献。

Few extant studies have focused on digital rituals and investigated the relationship between them and customer citizenship behavior in the context of online brand communities (OBCs). This study aims to examine the sequential mediation mechanism of emotional energy and spiritual brand identification under interaction ritual theory and identifies membership prototypicality as the moderator.

An online investigation of 515 OBC users was conducted to gather data, and structural equation modeling was applied to test the hypotheses.

The empirical results revealed that OBC rituals were positively related to customer citizenship behavior. Emotional energy and spiritual brand identification could play mediating roles in the relationship between OBC rituals and customer citizenship behavior. Furthermore, there existed a sequential mediation mechanism with emotional energy as the first mediator and spiritual brand identification as the second. The effect of OBC rituals on emotional energy was more significant for peripheral members than prototypical members.

Managers of OBCs should conduct various ritualistic strategies to stimulate users to perform customer citizenship behaviors. Discrete ritualized activities should be intended for members of different prototypicalities.

This study provides a profound insight on how OBC rituals foster customer citizenship behavior and is among the first to explore such a relationship. It also investigates the sequential mediation mechanism, thus broadening the research on the influencing processes of OBC rituals on customer citizenship behavior.

While the positive effects of customer citizenship behavior are well established, research on its potential negative consequences is scarce. This study aims to examine the indirect relationship between customer citizenship and dysfunctional customers via customer moral credits and entitlement, as well as the moderating influence of customer citizenship fatigue.

Study 1 employed a cross-sectional design with a self-administered survey. The data were collected from 314 customers using an online research panel. In Study 2, the authors manipulated customer citizenship behavior using 203 participants to establish causality and rule out alternative explanations of the findings of Study 1. In Study 3, the authors replicated Study 2 and enhanced internal validity by using a more controlled experimental design using 128 participants.

This study shows that when customer citizenship fatigue is high, customer citizenship behavior elicits customer moral credit, which leads to customer entitlement and, in turn, promotes dysfunctional customer behavior. Conversely, when customer citizenship fatigue is low, customer citizenship behavior does not generate moral credit or entitlement, preventing dysfunctional customer behavior.

The study shows that promoting customer citizenship behavior does not always lead to positive outcomes. Therefore, when promoting customer citizenship behavior, managers should consider the psychological licensing process and ways to mitigate the influence of moral credits.

This study challenges common wisdom and investigates the dark side of customer citizenship behavior. Specifically, it demonstrates that customer citizenship behavior could backfire (e.g. dysfunctional customer behavior). It also shows that only customers who experience a high level of fatigue from their citizenship behaviors are psychologically licensed to gain moral credit, leading to dysfunctional customer behavior.

This paper aims to examine the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior.

Two studies were conducted in China. Data were collected via questionnaire surveys. Structural equation modeling and bootstrapping methods were used for data analyses.

Results show that brand relationship quality mediates the effects of the four dimensions of brand experience (i.e. sensory, affective, behavioral and intellectual) on the two aspects of customer citizenship behavior (i.e. toward other customers and toward the organization). In addition, service provider ratings can moderate the effect of brand relationship quality on customer citizenship behavior.

The findings suggest that marketing or service managers should build high quality of customer–brand relationship to enhance customer citizenship behaviors by providing memorable and pleasurable brand experiences. Brands with high ratings can facilitate the effect of brand relationship quality on customer citizenship behavior.

This research sheds light on the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior.

The purpose of this study is to investigate the impact of physical and social retail store environment, referred to as “storescape”, retail store attachment and employee citizenship behaviour towards customers on customer citizenship behaviour.

The research employed a descriptive quantitative, cross-sectional design with a self-administered survey. Data were collected through an online research panel provider from 415 customers of department and discount department stores in Australia.

The findings show social storescape predicts customer citizenship behaviour directly, and that store attachment mediates the effect of both physical and social storescape on this behaviour. Employee citizenship behaviour towards customers was found to moderate the effect of storescape on customer citizenship behaviour. In addition, the effect of both positive physical and social storescape was found to be greater in discount department stores than department stores.

In addition to highlighting the factors that drive customer citizenship behaviour, the study shows that storescape factors and their effect vary for department stores versus discount department stores.

This study shows the effect of storescape on customer citizenship behaviour. Drawing on resource exchange theory, this study is the first-known to identify storescape as both physical and social resources which can influence retail store attachment and customer citizenship behaviour. The study provides new insights into the differential effect of storescape in department versus discount department stores in motivating customers to engage in citizenship behaviour. Further, the study makes an important contribution by demonstrating the moderating role of employee citizenship behaviour towards customers.

Marketing literature has made little progress on the connection between service quality and customer citizenship advocacy, helping and feedback sub-dimensions that may promote competitiveness. It is also unclear to what extent service quality may serve as an underlying motivation for explaining the relationship between affective commitment (a primary antecedent of customer citizenship) and the selected sub-dimensions. Consequently, the aim of the current research is to develop a customer citizenship behaviour model and address these matters in a peer-to-peer service context.

Survey data were collected from 610 customers of a ride-hailing peer-to-peer service brand. Data analysis included structural equation modelling and bootstrapping.

Affective commitment influences service quality. Service quality motivates customer citizenship behaviours directed towards the ride-hailing brand (feedback) and other customers (advocacy and helping). Service quality provides an indirect path for connecting affective commitment with the customer citizenship behaviours in varying degrees.

This study is the first to verify the relevance of all three customer citizenship behaviours in a single model as influenced by service quality. The current research is further a step forward in understanding the mediating role of service quality and its potential to ensure customers' feelings of attachment towards the brand are translated in citizenship actions. The findings are noteworthy, considering the varying service levels generally experienced in a peer-to-peer service environment. Peer-to-peer service brands may fall back on their emotional connection with customers to influence service judgements and ultimately benefit from customer citizenship behaviours.

The purpose of this research is to construct a logical, consistent and validated instrument to appraise the effect of corporate citizenship on customer loyalty, all-inclusive of possible factors.

To attain this intent, a literature review is organized at the onset and then statements are created, improved and confirmed. In total, 384 customer-filled forms have been analyzed in parts, initially with exploratory factor analysis (EFA) and thereafter with confirmatory factor analysis (CFA).

EFA outcomes obtain 26 items and three dimensions: corporate citizenship and customer acquisition, corporate citizenship and customer inclination, and corporate citizenship and customer patronization. The comprehensiveness, solidness, and judiciousness of the same have been tested by CFA.

This investigation would function as an impetus that can further evolve the empirical paradigm of corporate citizenship and customer loyalty by significantly impacting theory and practice.

It presents the pragmatic perspectives of customers about modern-age citizenship endeavors for marketers, thus attuning their socially responsible marketing movements with upright citizenship actions.

Since the discipline of corporate citizenship has received inadequate empirical understanding from the marketing outlook, possibly because of the lack of a confirmed and consistent instrument from the customers' angle, this developed scale can fill up that space.

This study aims to broaden understanding of why customers engage in helping and feedback citizenship behaviours. Beyond traditional attitude–behaviour relationships, limited insight is available on the additional role of symbolic factors, such as self-congruence perceptions, in motivating citizenship behaviours. Literature further suggests self-monitoring affects social behaviours, yet extant research has not accounted for this personality trait’s moderating influence on customer helping and feedback citizenship behaviours. Accordingly, a research model is developed, providing novel insight into factors promoting helping and feedback citizenship behaviours and the moderating role of self-monitoring in a ride-hailing service context.

The research is guided by self-monitoring literature and the social exchange and similarity-attraction theories. Survey data from 609 ride-hailing customers in an emerging market country is analysed using multi-group confirmatory factor analysis and structural equation modelling, and the chi-square difference test.

This study shows that perceived justice (a cognitive attitudinal factor) influences helping citizenship intention in the low self-monitoring group, while self-congruity (a symbolic factor) affects helping and feedback citizenship intention in the high self-monitoring group. Affective commitment towards the ride-hailing brand (an affective attitudinal factor) does not impact customer citizenship intentions.

Although customers may be interested in brands’ functional and symbolic benefits, positive attitudes about the service experienced motivate low self-monitors, while a symbolic-driven factor like self-congruence is more successful in motivating high self-monitors to engage in customer citizenship behaviours.

Novel insight is obtained into the additional influence of self-congruity on customer citizenship behaviours, a neglected factor in extant research involving customer citizenship behaviours that is explained by the similarity-attraction theory. Furthermore, this study provides a pioneering view of the relevance of the self-monitoring theory in moderating customer citizenship behaviours, specifically in ride-hailing services.