Customer Citizenship Behavior Research Articles

Examining cross-cultural patterns in customer citizenship behavior: A cross-cultural exploration between Turkish and British airline passengers

Customer citizenship behavior (CCB) refers to actions that provide value to companies, such as offering feedback, being patient with disruptions, and assisting other customers. This is especially important in the airline industry, where services are provided collectively in a shared environment. Recognizing that the factors influencing CCB might differ based on national culture is crucial, particularly for the international operations of the airline industry. However, the impact of national culture on shaping CCB in this industry remains unclear. Using three theoretical lenses, namely expectation confirmation theory (ECT), social exchange theory (SET), and cultural dimensions theory (CDT), this study aims to investigate how national culture affects the formation of CCB through the proposed conceptual model. To achieve this, the study gathered responses from 743 passengers—both Turkish (n = 323) and British (n = 420)—using a structured web-based questionnaire. The analysis employed partial least squares structural equation modeling (PLS-SEM) and multigroup analysis (MGA). The results indicated that factors like service quality and value for money have a positive influence on customer satisfaction. Customer satisfaction has a positive impact on behaviors such as giving feedback, advocating for the company, assisting others, and being patient with disruptions. The proposed relationships are also mediated by value for money and customer satisfaction. This study stands as the first effort to investigate how national culture moderates the formation of CCB in the context of the airline industry.

Diffusion of innovation in direct-to-avatar (D2A): A study of immersive communication and branding in the metaverse

Direct-to-Avatar (D2A) is the new phenomenon in the online retail segment. Brands are moving towards immersive commerce in which the central focus is on immersive communication for better customer experience in the metaverse. Diffusion of innovation theory acted as a theoretical framework to understand the premiums that the brands can enjoy from the customers by moving towards immersive commerce. 948 tweets on metaverse were analysed and five in-depth interviews with the experts on metaverse were conducted. For the quantitative study, the data were collected from a select metaverse Facebook group. The findings of PLS-SEM revealed that four factors - customer engagement, customer experience, value co-creation and customer empowerment - have statistically positive impact on customer citizenship behavior which ultimately affects customer satisfaction and loyalty towards the brands. The study extends the applications of diffusion of innovation theory in the content of immersive communication. It enriches the literature on technological advancements in immersive commerce. This is one of the first studies that focus on lifestyle brands in the metaverse. Also, this study depicts how socializing the digital brand communication with experience economy can be a key factor for lifestyle brands.

Circular economy, customer citizenship behaviour and firm performance: Some empirical evidence

AbstractDetermining the motivations behind adopting a circular economy (CE) and its effect on firm performance (FP) from the perspective of manufacturing firms has become essential for practitioners and scholars. Nonetheless, there exists a substantial unexplored gap regarding how customer citizenship behaviour (CCB) motivates and influences the adoption of CE practices and FP of manufacturing firms in the context of developing countries. Therefore, using insights from the social exchange theory, this study explores the framework through which CCB influences the relationship between CE practices and FP. The study employed a quantitative approach and partial least square structural equation modelling technique to analyse data and interpretations due to its appropriateness for predictive research models. Data was collected using a survey research strategy. The findings revealed that CCB mediates and moderates the relationship between CE practices and FP. The study highlights the significance of CCB in making CE initiatives mandatory for organisational growth while guiding managers, policymakers and scholars.

Navigating on Mobile Shopping Applications: Examining the Interplay among Online Customer Experience, Customer Brand Relationships and Customer Citizenship Behavior

Online customer experience is now a crucial business component. The present study examines the association between Online Customer Experience (OCE), Customer Brand Relationships (CBR) and Customer Citizenship Behavior (CCB) in the context of mobile shopping applications (MSAs) through a survey of 410 Indian consumers of MSAs, following judgment sampling. Subsequently, CB-SEM was used. OCE’s pragmatic and affective dimension significantly impacts CBR outcomes of satisfaction, loyalty and repurchase intention toward MSAs. CBR outcomes exert different impacts on CCB components, loyalty being the most crucial predictor of these components. The findings provide strategic implications for e-retailers operating through MSAs, promoting CCB.

The impact of value co-creation behavior on customer loyalty in the service domain

As per the tenets of Service-Dominant Logic theory, consumers play an incessant role as proactive participants and collaborative stakeholders within commercial transactions. This orchestrated involvement of consumers in the process of service production enables service providers to discern and address consumer's needs, thus fortifying their competitiveness. As a result, consumers benefit from heightening service performances and competitiveness of the company. The principal aim of this study is to ascertain the foundational underpinnings of value co-creation behavior, particularly as exhibited within the context of utilizing gym services at the California Fitness Center located in Ho Chi Minh City, Vietnam. A comprehensive investigation encompassing a sample size of 315 respondents was conducted using SPSS and AMOS software. The findings of this investigation establish a robust linkage between customer participatory behavior, customer citizenship behavior, and the premise of customer co-creation conduct. However, it is noteworthy that the factor of information-seeking within customer participation did not garner empirical support. Notably, there is a relationship between active co-creator behavior and customer loyalty.

Turning Customers into Citizens: The Impact of Online Experiential Value on Customer Citizenship Behaviour

This research aims to understand customer motivations to display customer citizenship behaviour in the emerging market setting of Egypt. It develops and empirically tests the multidimensional perspective of online experiential value (grounded in the theory of consumption value) and customer citizenship behaviour to determine customer motivations to become company citizens on social media brand pages. Using an online self-administered survey, 294 responses were collected. Data were analyzed using structural equation modelling to achieve the research objectives. Findings confirm there is a positive and significant relationship between online experiential value and customer citizenship behaviour on social media brand pages. This research contributes to the literature by providing an understanding of how to employ the online experiential value dimensions to drive customer citizenship behaviour. The findings of this research will help marketers build effective social media marketing strategies where they provide customers with the five essential components of online experiential value necessary to establish customer citizenship behaviour.

When do customers become your trusted allies: Unveiling pathways for enhanced citizenship in family-owned hotels

PurposeDrawing upon social exchange theory, this research investigates the interplay of corporate philanthropy, environmental marketing strategy, relationship quality, greenwashing, and customer citizenship behavior in the family-owned hotels of an emerging market.Design/methodology/approachA field survey questionnaire was used to gather the data from 394 hotel customers by randomly selecting three premium family-owned hotels in Lahore: Faletti’s, Avari, and Holiday Inn. The data was analyzed using the structural regression modeling (SRM) technique with the assistance of AMOS version 24.FindingsThe results show that corporate philanthropy and environmental marketing strategy positively influence relationship quality, and relationship quality positively influences customer citizenship behavior. Relationship quality partially mediates the association between corporate philanthropy and customer citizenship behavior, but we found that greenwashing does not have a moderating role.Research limitations/implicationsThis research has theoretical implications for marketing scholars and practical implications of family-owned hotels in emerging markets.Originality/valueThe study has contributed contextually by collecting a unique dataset from family-owned hotels in an emerging market. Theoretically, we have conceptualized a model through the Social Exchange Theory by recommending relationship quality as a mediator and greenwashing as a moderator.

The role of gamification in customer citizenship behavior on China's microfinance platforms

This study systematically explores how customer value derived from gamification influences customer citizenship behavior within the microfinance sector. To validate our theoretical framework, we conducted an online survey targeting users of microfinance platforms in China. Subsequently, the partial least squares-structural equation modeling (PLS-SEM) analysis was performed on 405 valid responses. The analysis reveals that functional and social values positively impact satisfaction, while emotional and monetary values do not exhibit a significant relationship with satisfaction. Additionally, satisfaction is positively associated with helpfulness, feedback, tolerance, and advocacy. More importantly, this study confirms the mediating role of satisfaction in the relationships between functional value, social value, and customer citizenship behavior. These insights offer valuable implications for microfinance platforms and the finance industry in improving user experience, fostering customer loyalty, and maximizing the value-creation potential of customers.

Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust

PurposeThe 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/approachThe 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.FindingsThe 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 implicationsThe findings provide valuable insights for marketing and brand managers to design marketing campaigns considering different mindsets to generate customer citizenship behavior among customers.Originality/valueThis 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.

ROLE OF CUSTOMER TRUST AND LOYALITY IN LINKING CSR & CUSTOMER CITIZENSHIP BEHAVIOUR IN BANKING SECTOR

It is need of the hour for management to formulate strategies and policies that will help to initiate the activities which identify the customer’s behavior towards respective organizations and choose the better off CSR activities to strive in attainment of the goals and aims of the organization. The main objective of study is to check the mediating role of the customer trust and loyalty in analyzing the impact of CSR on customer citizenship behavior. The sample size comprised of 243 respondents. The Structural Model and Correlation Matrix are used for estimation of the data. Results shows CSR is statistically significant toward Customer Citizenship Behavior and Customer loyalty directly. The CT and CL has positive and statistically significant effect on customer citizenship behavior. customer trust is competitive mediating, that is statistically significant between CSR & customer citizenship behavior. Moreover, the Competitive mediating effect of Customer Loyalty between CSR and CCB is higher than Customer Trust. Consequently, both of them have competitive mediation between CSR and CCB. The results offered the significant information in reaching the decision and offering some valuable recommendations.

The Effect of Customer Citizenship Behavior and Customer Entitlement

A pro-social behavior can increase an individual’s sense of entitlement and influence the person to engage in unethical behavior. However, limited studies have investigated the impact of customer citizenship behavior on customer entitlement. The objective of this study is to examine the effect of customer citizenship behavior on customer entitlement. We decomposed customer citizenship behavior into four dimensions: advocacy, feedback, helping others, and tolerance. We collected data from customers of hospitality firms. There were 263 respondents. We administered a structured questionnaire online. Structural Equation Modelling was used to analyze the data. The results show that helping other customers and advocacy have a positive effect on customer entitlement. However, the impacts of feedback and tolerance on customer entitlement were not significant. The implications of these findings are discussed in the paper.

The influence of green virtual brand community experience on green customer citizenship behavior

In this study we explored how green virtual brand community experience influences green community identity and green customer citizenship behavior. The target population comprised consumers who had the experience of joining Xintiandi's virtual brand community in China. The results of a survey conducted with 436 members of this brand community indicated that green information experience, green entertainment experience, and green interactive experience were determinants of green community identity. There was a positive association between green community identity and green customer citizenship behavior, and green community identity acted as a mediator between green virtual brand community experience and green customer citizenship behavior. Our research enriches the existing literature by establishing the roles of green information experience, green entertainment experience, and green interactive experience as they influence green community identity, which, in turn, generates members' voluntary behaviors in supporting environmentally friendly activities.

Environmental corporate social responsibility initiatives and green customer citizenship behavior in tourism industry: the mediating roles of green trust, customer-company identification and green corporate image

PurposeEnvironmental 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/approachThis 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.FindingsThe 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 implicationsThe 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/valueThis 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.

Reverse contagion: role of empathy, narrative appeal, and intensity of previous misbehavior

PurposeThis study aims to explore consumer motivations to mitigate the contagion effect in access-based consumption after instances of prior customer misbehavior. Reverse contagion, demonstrated through customer citizenship behavior, entails using both firm-provided and personal resources to cocreate value, even in the presence of norm violations by others. The research delves into the influence of empathy, narrative appeal and past misbehavior severity on customer behavior, specifically in the context of reverse contagion.Design/methodology/approachTwo scenario-based studies and a field study were used within the context of scooter-sharing to assess the conceptual model. Study 1 (n = 156) and Study 2 (n = 97) were conducted through surveys. Study 3 (n = 54) was a field study.FindingsThe results emphasize the crucial role of empathy in breaking the cycle of misbehavior contagion. Specifically, the findings suggest that narrative appeals have the potential foster greater empathy, encouraging customers to counteract the contagion. However, the intensity of prior misbehavior lessens the efficacy of narrative appeals in triggering reverse contagion, thereby moderating the mediating effect of empathy.Originality/valueThis study investigates reverse contagion stemming from customer misbehavior in accessed-based consumption. It delves into the impact of empathy, narrative appeal and previous misbehavior on the dynamics of value codestruction and cocreation. This comprehensive examination of these factors within a unified framework represents a new contribution to the literature. The results illuminate this intricate phenomenon, offering valuable insights for managers to address adverse customer behavior and harness the positive aspects of reverse contagion.

베트남 호텔의 서비스에 대한 고객공감이 라포르 및 고객시민행동에 미치는 영향

베트남 호텔의 서비스에 대한 고객공감이 라포르 및 고객시민행동에 미치는 영향

Understanding customer experience over time and customer citizenship behavior in retail environment: The mediating role of customer brand relationship strength

Understanding customer experience over time and customer citizenship behavior in retail environment: The mediating role of customer brand relationship strength

Doing good for good: how does corporate social responsibility drive customer citizenship behavior? The mediation of engagement, trust, and identification

Doing good for good: how does corporate social responsibility drive customer citizenship behavior? The mediation of engagement, trust, and identification

Exploring Customer Citizenship Behavior in Social Commerce From the Parasocial Perspective

Attention on customer citizenship behavior (CCB) has increased markedly in recent years for both researchers and practitioners. However, existing research lacks deep understanding of the antecedents of CCB in social commerce, especially from the perspective of seller-consumer interaction relationships. Drawing on complexity theory, this study investigated the impacts of the causal configurations of three types of seller-consumer interaction relationships (experience of parasocial interaction (PSI), social interaction, and parasocial relationship (PSR)) on CCB in social commerce. To test this proposition, this study adopted fuzzy-set qualitative comparative analysis (fsQCA) on a sample of 380 experienced social commerce consumers. Our findings indicate that the combination of social interaction and PSR leads to a high CCB among social commerce consumers. Moreover, borrowing from social exchange theory, we further employed partial least squares structural equation modeling (PLS-SEM) to reanalyze the research data. The PLS-SEM results are consistent with the fsQCA results.

Artificial intelligence service reduces customer citizenship behavior for warm brands versus competent brands

Chatbot services powered by artificial intelligence (AI) have begun to replace staff on the frontline in various industries. This research examined how AI service affects customer citizenship behavior. Drawing on emotional spillover theory, we conducted two experiments (Ns = 140 and 200). The results demonstrated there was a negative effect of AI (vs. human) service on customer citizenship behavior and identified positive emotion as the underlying mechanism of this effect (Study 1). Additionally, brand stereotypes were found to moderate the relationship between service type and positive emotions (Study 2). Specifically, the relationship became weaker for competent (vs. warm) brand service. These findings contribute to promoting customer citizenship behavior in unmanned contexts and provide insights for the application of AI services in frontline operations.

Driving customer engagement and citizenship behaviour in omnichannel retailing: evidence from the fashion sector

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.