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1 – 10 of 565While the positive effects of customer citizenship behavior are well established, research on its potential negative consequences is scarce. This study aims to examine the…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Originality/value
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.
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Lishan Xie, Patrick Poon and Wenxuan Zhang
This paper aims to examine the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior.
Abstract
Purpose
This paper aims to examine the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior.
Design/methodology/approach
Two studies were conducted in China. Data were collected via questionnaire surveys. Structural equation modeling and bootstrapping methods were used for data analyses.
Findings
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.
Practical implications
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.
Originality/value
This research sheds light on the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior.
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Mohammadbagher Gorji, Louise Grimmer, Martin Grimmer and Sahar Siami
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Originality/value
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.
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Few studies have explored how to foster green customer citizenship behavior. Therefore, the aim of this study was to understand the factors influencing green customer citizenship…
Abstract
Purpose
Few studies have explored how to foster green customer citizenship behavior. Therefore, the aim of this study was to understand the factors influencing green customer citizenship behavior in a restaurant context.
Design/methodology/approach
This study proposes a conceptual model, based on previous studies, hypothesizing that green attributes transparency engenders green brand image and green trust, which together facilitate green customer citizenship behavior. The authors used structural equations modeling with data collected from 312 consumers in Taiwan to do the analysis.
Findings
The findings indicate that green attributes transparency plays a strong role in determining green brand image and green trust, which enhance green customer citizenship behavior. Managerial implications to aid businesses in developing strategies to enhance their ability to foster green citizenship behavior among its consumers for competitive advantage is also provided, together with an outline of the limitations of the study.
Originality/value
This study used the concept of stimulus–organism–response to test the stimuli of green attributes transparency to enhance customer citizenship behavior mediated by green brand image and green trust. This study makes two theoretical contributions. First, this study extended the concept of attributes transparency, brand image, trust and customer citizenship behavior to a green context. The authors developed a research framework and confirmed that green attributes transparency facilitate green brand image and green trust, which contribute to green customer citizenship behavior. Second, there is no prior study exploring the relationship between green attributes transparency, green brand image, green trust and green customer citizenship behavior. The empirical support for the model developed in this study is based on empirical data of Taiwan restaurant consumers.
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Idrees Waris, Norazah Mohd Suki, Adeel Ahmed and Waseem Barkat
Environmental issues have triggered the need for sustainable behavior around the globe. The tourism industry’s rapid growth also contributes to environmental degradation through…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Originality/value
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.
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Suhaib Ahmed Soomro, Serife Zihni Eyupoglu and Fayaz Ali
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Practical implications
The findings provide valuable insights for marketing and brand managers to design marketing campaigns considering different mindsets to generate customer citizenship behavior among customers.
Originality/value
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.
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Estelle van Tonder and Daniël Johannes Petzer
The purpose of this paper is to examine the impact of source credibility (expertise and trustworthiness) on perceived value (perceived usefulness (PU)), as well as the latter’s…
Abstract
Purpose
The purpose of this paper is to examine the impact of source credibility (expertise and trustworthiness) on perceived value (perceived usefulness (PU)), as well as the latter’s impact on sub-dimensions of customer citizenship behaviour (helping and advocacy intentions (AIs)) in an electronic banking services setting.
Design/methodology/approach
In total, 439 respondents who use at least one form of electronic banking service and who have previously received positive messages about electronic banking services from other customers were approached to complete a self-administered structured questionnaire.
Findings
Source credibility dimensions have a positive and significant relationship with PU. PU in turn has a positive and significant relationship with helping intentions and AIs as forms of customer citizenship.
Research limitations/implications
The findings advance understanding of the extent to which customers rely on the perceptions of other customers in determining the usefulness of a service as well as their willingness to advocate the benefits of the service and help other customers.
Practical implications
The findings may guide retail banks in obtaining a greater understanding of the customer citizenship behaviour process and the extent to which banks can rely on customers to convince other customers of the benefits of electronic banking services.
Originality/value
This study offers insight into the antecedents of the advocacy and helping intentions sub-dimensions of customer citizenship behaviour. It also explains how value between customers can be created by considering the elaboration likelihood model and social exchange theories, and customer citizenship behaviour.
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Estelle Van Tonder and Daniel J. Petzer
This study aims to broaden understanding of why customers engage in helping and feedback citizenship behaviours. Beyond traditional attitude–behaviour relationships, limited…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Originality/value
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.
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In this study, the author aimed to measure the effect of customer loyalty on customer citizenship behavior as well as the effect of experience value perceptions of tourist railway…
Abstract
Purpose
In this study, the author aimed to measure the effect of customer loyalty on customer citizenship behavior as well as the effect of experience value perceptions of tourist railway journey customers on customer loyalty within the scope of social exchange theory.
Design/methodology/approach
The author obtained data from 126 participants who had experienced the tourist railway adventure through random sampling. In the next stage, the author extracted the data obtained with the bootstrapping sample technique to 5,000 samples. The author analyzed these obtained data with the PLS-SEM model with the Smart PLS 3 software.
Findings
The results of the research show that the most important experience value dimension that creates loyalty in the touristic railway journey is the emotional value dimension; the second important dimension is the hedonic value dimension and other experience value dimensions did not have any effect on customer loyalty intention levels. In addition, an important result of the study is that loyal customers mostly intend to advise other customers, and relatively less of them intend to give feedback to the firm.
Research limitations/implications
The fact that the concepts of touristic railway journeys are different due to the nature of tourism is an important limitation of the study, which is only for individuals who have experienced the Touristic Eastern Express. The fact that the Touristic Eastern Express is a long journey and stops at many destinations on its arrival and departure route can affect customers' perceptions of the experience value.
Practical implications
The values that create customer loyalty in the touristic railway journey are mostly emotional and hedonic values. In addition, customers who are loyal as a result of this journey are more intent on advising other customers than giving feedback to the firm.
Originality/value
The study was carried out on the customers of the touristic eastern express, which started its activities in 2019. Ensuring customer loyalty for the sustainability of this trend has significant tourism potential; Afterwards, the transformation of customer loyalty into customer citizenship has a very important place. In addition, as far as we have examined the literature, the absence of similar studies in the tourism sector is an indicator of the study's originality. Considering these data, it is expected that the study will fill an important gap in terms of both sectoral and academic.
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Suha Fouad Salem and Alshaimaa Bahgat Alanadoly
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
Objetivo
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.
Diseño/metodología/enfoque
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.
Conclusiones
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.
Originalidad
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.
目的
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。
设计
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。
设计
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。
研究结论
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。
独创性
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。
Details
Keywords
- Customer citizenship behaviour
- PLSpredict
- Omni-channel fashion retailing
- Omnichannel shopping experience
- Stimulus-response theory
- Comercio minorista de moda omnicanal
- comportamiento ciudadano del cliente
- experiencia de compra omnicanal
- teoría estímulo-respuesta
- PLS
- 全渠道时尚零售
- 公民顾客行为
- 全渠道购物体验
- 刺激-反应理论
- PLS