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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.

The purpose of this study is to deepen the understanding of consumers value collaboration with a service provider, specifically, how consumer self-determination affects value co-creation outcomes.

Self-determination theory (SDT) need-based motivational factors were operationalized in co-creation as commitment to resources (autonomy), feedback (competence) and collectives (relatedness). A between–within factorial experimental design (3 × 2 × 4) was conducted using online scenarios depicting value co-creation in a destination resort setting. Respondents were randomly and equally assigned to strong and weak SDT factor conditions. Next, they were exposed to scenarios depicting four types of value co-creation: co-innovation, co-creation of marketing, co-creation of experience and co-recovery, followed by an assessment of their co-created value (CCV), well-being, satisfaction and service advantage perceptions.

Results revealed that overall strong SDT conditions produce better outcomes. Consumers’ relatedness showed the strongest difference between strong and weak SDT conditions on the CCV dimensions. Further analysis revealed that autonomy and relatedness are crucial for collaboration. CCV meaningfulness is central for customers to improve their well-being, satisfaction and competitive advantage perceptions through co-creation.

The study contributes to a line of research on successful voluntary value co-creation processes between consumers and a company. The integration of service-dominant logic (SDL), axiology of value (AOV) and SDT, uniquely operationalized as commitment to resources as autonomy, feedback as competence and co-creation collective as relatedness offers a better understanding of how customers appraise the dimensions of CCV and outcomes of well-being, satisfaction and competitive advantage.

This study aims to explore customer personality-related antecedents of customer citizenship behaviors (CCBs) that benefit service providers. It also investigates two-step consequences of CCBs: customer satisfaction and intention to continue the relationship.

US consumers (n = 665) participated in online surveys regarding three types of service businesses with different levels of customization and customer contact. Data were analyzed using structural equation modeling.

Results show a significant, positive impact of the two dimensions of prosocial personality (i.e. other-oriented empathy and helpfulness) and proactive personality on CCBs. Additionally, CCBs increase customer satisfaction and, in turn, intention to continue the relationship.

This study suggests the importance of customer prosocial and proactive personality as antecedents of CCBs. Beyond intention to participate in CCBs, the present study shows that customers perceived satisfaction from CCBs, resulting in intention to continue the relationship with their service provider. Further research should investigate other types of customer personalities such as conscientiousness and agreeableness.

Service providers should understand customer personalities that lead to voluntary behaviors that benefit their organizations. This understanding allows the service providers to better communicate with their customers and to receive more assists from customers.

Previous research has shown that customers’ attitudinal perceptions impact CCBs. In contrast, this study highlights the strong and positive impact of customer personalities, prosocial and proactive personality, on CCBs. Another significant contribution of this study is that it incorporates the potential consequences of CCBs.

The purpose of this research is to investigate customer purchase of a service organization's logo/branded merchandise as a type of customer voluntary performance behavior.

The article employs three separate studies; two are conducted with customers of Curves, the world's largest fitness franchise, and the other is conducted at a weight‐lifting gym. Two empirical studies test a proposed mediation model using structural equation modeling and bootstrapping techniques. The third study represents a humanistic inquiry that elucidates the social influences that encourage a customer to purchase a service firm's logo products.

The results show that a customer's integration into a service‐based community encourages him or her to purchase the firm's logo merchandise. In addition, a customer's ability to identify with the firm mediates this relationship. The immersion of customers' self‐ and social identities in a firm emerges as a critical factor to enhancing their appreciation of the firm by purchasing financially lucrative logo consumables.

The article theoretically links customer voluntary performance with a customer's integration into a service community (ISC), organizational identification, and pooled associations. Because the concept of ISC is newly coined in this article, researchers are encouraged to develop the concept both empirically and theoretically.

Service and retail managers should understand that a key to selling organizational logo/branded merchandise is to encourage customers to form in‐house social relationships with other customers and employees.

The article demonstrates that service‐based customer communities are often lucrative for service firms. Customers may demonstrate their appreciation for commercially based friendships by purchasing and displaying the host organization's logo products.

Prior research studying the mechanisms by which brand reputation influences consumer behaviors has largely relied on respondent measures of brand reputation, resulting in an inability to ascertain the causal direction of relationships. Using third party measures, this paper aims to study the effects of brand reputation, via self-expressive brand perceptions, on both firm-directed and other customer-directed customer voluntary sharing behaviors (CVSB). It then assesses the moderating effect of consumer status-seeking on the relationships studied.

To prevent common method bias and substantiate causality claims, a third-party brand reputation measure is combined with a consumer survey. Process is used to test the hypotheses using 359 consumer responses collected via Amazon MTurk.

The results indicate that higher inner-self and social-self expressive perceptions derived from strong brand reputations increase consumer knowledge sharing and social influence behaviors. The effect of social-self expressive brand perceptions on CVSB is positively moderated by consumer status-seeking.

Firms should leverage existing brand reputation investments to strengthen customer perceptions of their brands as self-expressive and facilitate greater social and knowledge-sharing engagement by status-seeking consumers.

This study identifies a new mechanism linking brand reputation and CVSB: consumer perceptions of the self-expressiveness of brands. Moreover, it distinguishes the effects of two dimensions of brand self-expressiveness and substantiates the customer engagement behavior value of investing in brand reputation as measured by third parties.

For its sustainable growth, an organization should drive customers from the role of consumers of products or services to value co-creators. Logistics performance, which produces value for customers, may activate value co-creation behavior among them. The purpose of this paper is to investigate entrepreneurial orientation (EO) as the determinant and customer value co-creation behavior as the outcome of logistics performance.

The data for this research came from 328 dyads of logistics managers of chemical manufacturers and purchase managers of their customer companies in Vietnam context. The data were analyzed using structural equation modeling approach.

The research results confirmed the role of EO in predicting logistics performance. Logistics performance was also found to positively influence customer-organization identification, which, in turn promoted customer value co-creation behavior.

Entrepreneurship, logistics, and marketing research streams converge through the research model of the relationship between EO, logistics performance, and customer value co-creation behavior.

Benevolent leadership is a leadership style in which leaders show consideration for their employees' work and life. Empirical studies have shown inconsistent relationships between benevolent leadership and employees' voluntary behaviors. Therefore, this study examined benevolent leadership's mediating (gratitude) and moderating (trust) mechanisms.

Overall, 792 questionnaires were collected from Executive Master of Business Administration (EMBA) and continuing education students at a public university in Taiwan. The research model was tested using confirmatory factor analysis and the PROCESS module.

Benevolent leadership influenced three voluntary behaviors of employees directly and indirectly through enhanced gratitude. Emotional trust moderated the relationship between work care and employee gratitude such that the positive relationship was stronger for employees with higher emotional trust levels.

Benevolent leadership is an effective leadership style that cares about employees' work and lives, enhancing their gratitude and engagement in voluntary behaviors.

The mediating effect of gratitude and the moderating effect of trust provide a possible explanation for the inconsistent relationships between benevolent leadership and voluntary behaviors.

Organisational citizenship behaviour (OCB) entails employees’ voluntary commitment to an organisation beyond their contractual responsibilities and has been found to be contributing to an organisation’s success. While the roles of gender and OCB exhibited by employees (as internal stakeholders) are documented, the role of gender in OCB by customers (as external stakeholders) of an organisation, especially within the context of emerging markets, is not found, therefore necessitating further studies. This research aims at bridging this research gap.

In total, 203 male and 194 female customers representing the young working professionals segment rated their level of satisfaction with the relationship that they had with their banking website. They also indicated their willingness to participate in different dimensions of OCB.

Generally, both men and women, who are satisfied with the relationship that they have with the organisation, indicated their willingness to contribute to the organisation by displaying OCB. Contrary to past studies, where women at workplace were reported to be more likely to participate in OCB, the findings from the customer’s perspective revealed that men are more likely to engage in OCB.

The results indicated that OCB is not limited to internal customers (employees) but could also be expanded to external customers. The stereotypes causing females to be perceived as stronger OCB contributors may not remain constant in all types of circumstances.

To the best of the authors’ knowledge, this appears to be the first study to establish the gender role in OCB from the customer’s perspective in the context of an emerging market.

Encouraging travelers to create value that benefits firms is of great relevance for companies that operate in online contexts. The purpose of this study is to investigate, focusing on online travel agencies, how monetary promotions (i.e. economic incentives) and non-monetary promotions (i.e. draws and contests) conducted through social media enhance customers’ voluntary behaviors (i.e. suggestions, word of mouth, and social media interactions) that go beyond brand choice, which may provide benefit to firms.

The research model draws on the social exchange theory, equity theory and the concept of perceived support – how customers perceive that companies care about their well-being. The authors collect information from 491 users of online travel agencies in Spain and test their hypotheses using partial least squares. They also evaluate the existence of indirect effects.

Promotions developed by companies make customers more likely to perform, voluntarily, the helping behaviors of suggestions, word of mouth and social media interactions, through the influence of perceived support.

Use of a single survey to collect measures and restriction of the sample to Spanish-speaking travelers suggests caution in generalizing the results. Future research could investigate other company-initiated actions and other value-creating behaviors of travelers.

Promotions help develop perceived support for customers, which leads to voluntary, valuable traveler behaviors. Promotions may be also sufficient to trigger some customer behaviors, such as word-of-mouth.

Based on the social exchange and equity theories, this paper investigates the influence of social media promotions on customers’ voluntary behaviors via perceived support.

Prior studies have not yet made sufficient effort to examine the relationship between corporate social responsibility (CSR) and customer citizenship behavior (CCB) in the hospitality context. The purpose of this study is to explore the role of CSR in fostering CCB in the hospitality context, as well as the mechanisms underlying the relationship.

This study obtained its empirical evidence from 422 hotel customers in North Cyprus and applied a structural equation modeling analysis.

The findings reveal that CSR significantly contributes to customer help, customer feedback and customer tolerance. Surprisingly, the results do not support the existence of a significant relationship between CSR and customer advocacy. Evidence indicates that perceived service quality plays a partial mediating role.

This study has shown that customers are rewarding firms involved in CSR initiatives in the form of CCB – directly and indirectly – through perceived service quality. This finding can advance managers’ understanding, enabling them to better manage their CSR initiatives to achieve the most effective outcomes.

The study advances a convergence between the research streams of CSR and CCB, which has been under-explored in the tourism context. The study also extends the CSR and customer citizenship literature through a novel mediation mechanism of perceived service quality.