New perspectives on the role of customer satisfaction and commitment in promoting customer citizenship behaviours

Estelle Van Tonder,Leon T De Beer

doi:10.4102/sajems.v21i1.1894

Abstract

Background: It is widely accepted that the relationship quality dimensions of customer satisfaction and commitment may impact on customer citizenship behaviour. The positive effect of customer satisfaction on customer commitment is also undisputed within the relationship marketing literature. Aim: It was the aim of this study to examine the extent to which customer commitment mediates and strengthens the relationship between customers’ perceived satisfaction and their citizenship behaviour. In the context of Internet banking, the study aimed to examine the extent to which customer’s commitment towards the service provider (the bank) strengthens the relationship between satisfaction with the service provided (Internet banking) and customer citizenship behaviour (consumer advocacy and the helping of other customers). Setting: The study was conducted in the South African Internet banking environment, which could benefit from a model of factors contributing to customer citizenship behaviour, specifically the sub-dimensions of consumer advocacy and helping behaviour. Methods: A descriptive and quantitative research design was followed and the survey responses obtained from 491 existing users of Internet banking services were used in the analysis. Results: Following the structural equation model results, the direct relationships between all constructs were confirmed. Customer commitment, however, has only a partial mediating effect on the relationships between customer satisfaction and the sub-dimensions of consumer advocacy and helping behaviour. Conclusions: From a theoretical perspective, the research findings provide more insight into the role of customer satisfaction and commitment in contributing to customer citizenship behaviour and the extent to which both relationship quality factors are needed in order to do so. From a practical perspective, banks should adapt their marketing strategies to facilitate greater relationships with customers responsible for citizenship behaviours. Customers promoting the benefits of the service to other customers and helping them to use the service may ultimately contribute to greater adoption and use of Internet banking services.

Highlights

The notion that customers act as ‘partial employees’ of a firm and through their discretionary voluntary behaviours contribute to its competitive position is receiving growing attention in marketing literature (Balaji 2014; Chiu, Kwag & Bae 2015:627; Fowler 2014; Jung & Yoo 2016; Tung, Chen & Schuckert 2017; Wu et al 2017)
To contribute further to research on relationship quality and customer citizenship behaviour, this study aimed to address the stated research gap and examine the extent to which customer commitment may act as a mediating variable in the relationship between customer satisfaction and customer citizenship behaviour
In the end a total of 491 surveys were obtained from the field and were deemed adequate for further statistical analysis, resulting in a response rate of 98%

Summary

Introduction

The notion that customers act as ‘partial employees’ of a firm and through their discretionary voluntary behaviours contribute to its competitive position is receiving growing attention in marketing literature (Balaji 2014; Chiu, Kwag & Bae 2015:627; Fowler 2014; Jung & Yoo 2016; Tung, Chen & Schuckert 2017; Wu et al 2017). This behaviour is generally referred to as customer citizenship behaviour and has been formally defined as ‘helpful constructive gestures exhibited by customers that are valued or appreciated by the firm, but not related directly to enforceable or explicit requirements of the individual’s role’ (Gruen 1995:461). The positive effect of customer satisfaction on customer commitment is undisputed within the relationship marketing literature

Objectives

Results

Conclusion