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The purpose of this study is to better understand customer citizenship behavior (CCB) motivation through the development and validation of a new scale to measure the CCB motivation (CCBM) construct.

The mixed-methods study, combination of qualitative and quantitative research, is used to develop the scale item that measures CCBM. For nomological validity testing, data were collected from customers who had transacted with a specific service provider business in the past six months. Data were analyzed using structural equation modeling.

This study suggests that CCBM can be reliably measured by 12 items, composed of four sub-dimensions, self-enhancement, personal principles, desire to support the service provider and perception of the service provider’s past performance. In addition, nomological validity testing through three empirical models confirms that CCBM is a multi-dimensional construct with a second-order nature and an antecedent that positively influences CCB.

The research provides an original view regarding CCBM scale development in the services contexts and makes invaluable contributions to understanding a variety of motivations that lead customers to voluntary participation behaviors.

Based on the theory of customer citizenship behavior (CCB), the purpose of this paper is to explore the antecedents and consequences of investor citizenship behavior in the field of crowdfunding and have an in-depth study of the interaction effect between investors’ perceptions of novelty and investors’ motivations.

Based on the CCB theory and self-determination theory, the authors develop hypotheses and collect questionnaire data (a sample of 226 crowdfunding investors) from crowdfunding websites to test models and get conclusions by SPSS and smartPLS 2.0.

The results indicate that internal and external motivations significantly influence investors’ citizenship behavior, which further affects investors’ stickiness intentions. Furthermore, results show that investors’ perceptions of novelty moderate the relationships between internal/external motivations and citizenship behaviors.

This paper offers an in-depth explanation of the citizenship behaviors in crowdfunding, which could be an example for studying the motivations of investors’ citizenship behaviors and could also serve as a starting point to introduce the stickiness intention theory of e-commerce and virtual community into crowdfunding area. In addition, this study also made an empirical analysis of how the perceived project novelty affects the relationships between investors’ motivations and citizenship behaviors.

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.

For decades organizational citizenship behavior (OCB) has been of interest to scholars and practitioners alike, generating a significant amount of research exploring the concept of what citizenship behavior is, and its antecedents, correlates, and consequences. While these behaviors have been and will continue to be valuable, there are changes in the workplace that have the potential to alter what types of OCBs will remain important for organizations in the future, as well as what types of opportunities for OCB exist for employees. In this chapter we consider the influence of 10 workplace trends related to human resource management that have the potential to influence both what types of citizenship behaviors employees engage in and how often they may engage in them. We build on these 10 trends that others have identified as having the potential to shape the workplace of the future, which include labor shortages, globalization, immigration, knowledge-based workers, increase use of technology, gig work, diversity, changing work values, the skills gap, and employer brands. Based on these 10 trends, we develop propositions about how each trend may impact OCB. We consider not only how these trends will influence the types of citizenship and opportunities for citizenship that employees can engage in, but also how they may shape the experiences of others related to OCB, including organizations and managers.

Consumers who share their suggestions with firms contribute valuable knowledge and both exhibit and reinforce positive customer engagement. Yet, the motivational antecedents of direct-to-firm customer suggestion sharing remain understudied. This study aims to investigate how potential self, other customer and firm benefits motivate consumer suggestion sharing.

A critical incident pretest explores the domain and establishes ecological validity. Two scenario-based experimental studies test the proposed relationships in distinct service contexts.

Results support a prosocial (helpful) view of suggestion sharing – potential benefits to other customers motivate suggestion sharing. Potential benefits for the firm play two roles, namely, they indirectly motivate suggestion sharing by increasing consumers’ perceived outcome expectancy, illustrating a pragmatic mechanism, and they directly motivate suggestion sharing when service quality is high, illustrating a conditional, reciprocity-driven mechanism. When service quality is low, consumers are less likely to share firm-benefitting suggestions and more likely to share non-beneficial suggestions, highlighting a potential low service quality “trap” in which firms can become stuck.

Future research is needed to study the antecedents of attitude toward suggestion sharing and the effect of relationship strength on suggestion sharing.

Managerially, multiple paths are identified by which firms can motivate suggestion sharing. The low-service quality “trap” indicates that low-service quality firms should not rely on, and should perhaps even ignore, customer suggestions as a tool for improving their offerings.

By experimentally investigating the motivational antecedents of direct-to-firm consumer suggestion sharing, this paper fills a gap in extant research and provides a foundation upon which future suggestion sharing research can build.

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.

The purpose of this paper is to investigate the influence of employees’ perception of organizational climate on organizational citizenship behaviour outbreak and the impact of both of them on organizational performance.

This survey has been performed using structural equation modelling (SEM). The statistical population composed of the managers of Mazandaran small- to medium-sized enterprises. The analysis of the data obtained from distributed survey questionnaire has been performed by SPSS18 and AMOS18 software.

Findings imply that positive perception of organizational climate influences on increasing organizational citizenship behaviour outbreak and performance of enterprise, and organizational citizenship behaviour in turn has positive and significant impact on organizational performance. Results of this survey also indicate that organizational citizenship behaviour impacts on sub-criteria of enterprise performance (i.e. financial, customer, learning and growth, internal processes). Moreover, the influence of organizational climate on all sub-criteria of performance except internal processes has been confirmed.

Lack of sufficient information concerning organizational climate in internal resources, and in some external ones, and low number of surveys performed in this field, limits the possibility of comparing the results of this survey with other similar surveys.

This survey can be considered as an innovative survey, since there is no similar survey conducted in which three variables of organizational climate, performance, and citizenship behaviour studied, considering their specified sub-criteria.

Customer suggestions offer valuable insights to companies, and suggestion sharing is a form of engagement that strengthens customers’ relationships with firms. Yet research to date has neglected to explicitly study the antecedents of direct-to-firm consumer suggestion sharing or to adequately characterize the behavior. This paper aims to address this deficiency.

The research draws on two surveys using three different elicitation techniques – critical incident, direct reporting and scenario response. Inductive content analysis of consumer responses is used to derive exploratory insights regarding the range of factors that motivate and inhibit consumer suggestion sharing, with an emphasis on consumer service-related contexts.

Potential self, other and firm benefits motivate suggestion sharing, whereas a host of factors, including the effort involved, a lack of perceived firm efficacy and unpleasant sharing contexts inhibit it. The findings reveal a rich portrait of antecedents that illustrates how direct-to-firm suggestion-sharing behavior combines elements of customer citizenship behavior, customer complaint behavior and online community idea sharing.

The research relies upon reporting by US students and consumers.

Service firms hoping to avail themselves of customers’ desire to contribute to their and their customers’ betterment must understand and manage the tripartite nature of consumer suggestion sharing evinced by the antecedents revealed.

To the best of the author’s knowledge, this research offers the first description of the range of factors that motivate and inhibit direct-to-firm consumer suggestion sharing. As such, it provides a theoretical foundation upon which future consumer suggestion-sharing research can build.

The purpose of this study is to investigate the influences of Maignan et al.’s (1999) four-dimension model of corporate citizenship (based on economic, ethical, legal and discretionary responsibilities) on business performance in the hospitality sector.

This study obtained its empirical evidence from international tourist hotels in Taiwan and applied structural equation modeling (SEM) analyses.

The results show that ethical and sustainable practices of corporate citizenship have positive effects on employee affective organizational commitment, organizational innovation and customer loyalty, while affective organizational commitment, innovation and customer loyalty all have positive effects on business performance. Most important of all, bootstrap estimations based on SEM show that corporate citizenship has indirect positive effects on business performance through the mediating roles of affective organizational commitment, innovation and customer loyalty.

While most prior studies were conducted in Western contexts, based on this work’s empirical investigation of international hotels in Taiwan, it is concluded that proactive corporate social responsibility strategies and practices, such as corporate citizenship, can ultimately increase the overall effectiveness of the hospitality industry in a Chinese context.

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.