Abstract
ABSTRACT The current research investigates a specific type of customer engagement behavior (CEB), inter-customer helping. Specifically, the current research investigates (1) the antecedents (e.g. how receiving voluntary vs. solicited help from other customers affects customer satisfaction), (2) the processes (e.g. affective and cognitive paths to customer satisfaction), (3) the outcomes (e.g. whether increased satisfaction leads to higher willingness to help others in need), and (4) the boundary condition (e.g. when receiving help would increase customer satisfaction) of inter-customer helping. The results from two studies demonstrate that receiving voluntary (vs. solicited) help increases customer satisfaction through positive interaction affect and enhanced perceived service climate. The results also show that increased customer satisfaction leads to increased willingness to help others. Finally, the results demonstrate that perceived importance of competence moderates the effect of receiving help on customer satisfaction. Overall, the current research contributes to the service literature through suggesting new links between CEB and customer satisfaction.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
