Exploring antecedents of customer citizenship behaviors in services

ABSTRACT

Social exchange theory explains how a party in social interaction provides the other party with reciprocal rewards. Applying this concept to the customer context, this study empirically investigates determinants of customer citizenship behaviors (CCBs) in services. For the generalizability of the study across various service providers, the data were collected based on Bowen’s (1990) classifications of services. With a total of 665 usable customer responses, structural equation modeling was adapted to test the theoretical research model. This study reveals that customers’ perceived support and justice from the service provider positively influence affective commitment toward the organization, resulting in CCBs. The results show that customers’ perception of organizational support has the partial mediation effect between customers’ perception of organizational justice and their affective commitment. Furthermore, customers’ affective commitment partially mediates the relationship between customers’ perceived organizational justice and CCBs, but fully mediates the effect of customers’ perceived organizational support on CCBs.

摘要

社会交换理论解释了在社交互动中，互动的一方如何提供反馈奖赏予另一方。本研究应用此概念到顾客的情境中并实验性的探讨在服务中，影响顾客公民行为的因素。为了使本研究的成果可概化到不同的服务提供者，本研究依照Bowen (1990) 的三种服务类别来搜集数据。以搜集到可使用的665份顾客回复，本研究运用了结构方程模式来测试理论性的研究模型。本研究显示出顾客从服务提供者所感受到的支持帮助与公正正向的影响了顾客对该组织的情感承诺，并产生顾客公民行为。研究结果同时显示顾客从组织所感受到的支持帮助局部的中介了顾客所感受的组织公正对于他们对该组织情感承诺的影响。此外，顾客的情感承诺局部的中介了顾客感受到的组织公正与顾客公民行为的关系，但完全的中介了顾客感受到的组织支持帮助对于他们公民行为的影响。

KEYWORDS:

• Customer citizenship behaviors
• customer voluntary participating behavior
• value co-creation
• social exchange theory
• services

关键字:

• 顾客公民行为
• 顾客志愿参与行为
• 价值共创
• 社会交换理论
• 服务

Disclosure statement

No potential conflict of interest was reported by the authors.