2,572
Views
73
CrossRef citations to date
0
Altmetric
Articles

A review of customer citizenship behaviors in the service context

服务情景下顾客公民行为的研究评述

ORCID Icon &
Pages 169-199 | Received 29 May 2019, Accepted 10 Oct 2019, Published online: 20 Oct 2019

References

  • Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing. Journal of Applied Psychology, 90(3), 574–585.
  • Ahn, J., Lee, C., Back, K., & Schmitt, A. (2019). Brand experiential value for creating integrated resort customers’ co-creation behavior. International Journal of Hospitality Management, 81, 104–112.
  • Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888–918.
  • Alves, H., Ferreira, J. J., & Fernandes, C. I. (2016). Customer’s operant resources effects on co-creation activities. Journal of Innovation & Knowledge, 1, 69–80.
  • Anaza, N. A. (2014). Personality antecedents of customer citizenship behaviors in online shopping situations. Psychology & Marketing, 31(4), 251–263.
  • Anaza, N. A., & Zhao, J. (2013). Encounter-based antecedents of e-customer citizenship behaviors. Journal of Services Marketing, 27(2), 130–140.
  • Assiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D., & Koniordos, M. (2019). Value co-creation and customer citizenship behavior. Annals of Tourism Research, 78, in press.
  • Ayhan, H. Ö., & Işiksal, S. (2005). Memory recall errors in retrospective surveys: A reverse record check study. Quality and Quantity, 38(5), 475–493.
  • Balaji, M. S. (2014). Managing customer citizenship behavior: A relationship perspective. Journal of Strategic Marketing, 22(3), 222–239.
  • Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166–177.
  • Bartikowski, B., & Walsh, G. (2011). Investigating mediators between corporate reputation and customer citizenship behaviors. Journal of Business Research, 64(1), 39–44.
  • Beck, L., & Ajzen, I. (1991). Predicting dishonest actions using the theory of planned behavior. Journal of Research in Personality, 25(3), 285–301.
  • Bell, S. J., Auh, S., & Eisingerich, A. B. (2017). Unraveling the customer education paradox: When, and how, should firms educate their customers? Journal of Service Research, 20(3), 306–321.
  • Bell, S. J., & Eisingerich, A. B. (2007). The paradox of customer education: Customer expertise and loyalty in the financial services industry. European Journal of Marketing, 41(5/6), 466–486.
  • Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383–406.
  • Bitner, M. J. (1992, April). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56, 57–71.
  • Bolino, M. C., & Grant, A. M. (2016). The bright side of being prosocial at work, and the dark side, too: A Review and agenda for research on other-oriented motives, behavior, and impact in organizations. The Academy of Management Annals, 10(1), 599–670.
  • Bolino, M. C., Klotz, A. C., Turnley, W. H., & Harvey, J. (2013). Exploring the dark side of organizational citizenship behavior. Journal of Organizational Behavior, 34(4), 542–559.
  • Bolino, M. C., & Turnley, W. H. (2005). The personal costs of citizenship behavior: The relationship between individual initiative and role overload, job stress, and work-family conflict. Journal of Applied Psychology, 90(4), 740–748.
  • Bove, L. L., Pervan, S. J., Beatty, S. E., & Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698–705.
  • Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123–138.
  • Chan, K. W., Gong, T., Zhang, R., & Zhou, M. (2017). Do employee citizenship behaviors lead to customer citizenship behaviors? The roles of dual identification and service climate. Journal of Service Research, 20(3), 259–274.
  • Chan, K. W., Yim, C. K., & Gong, T. (2019). An investigation of nonbeneficiary reactions to discretionary preferential treatments. Journal of Service Research, 22(4), 371–387.
  • Chen, J., Weng, H., & Huang, C. (2018). A multilevel analysis of customer engagement, its antecedents, and the effects on service innovation. Total Quality Management & Business Excellence, 29(3-4), 410–428.
  • Chen, X., Chen, Y., & Guo, S. (2019). Relationship between organizational legitimacy and customer citizenship behavior: A social network perspective. Social Behavior and Personality: an International Journal, 47(1), 1–12.
  • Cheng, J.-C., Luo, S.-J., Yen, C.-H., & Yang, Y.-F. (2016). Brand attachment and customer citizenship behaviors. The Service Industries Journal, 36(7–8), 263–277.
  • Chiu, W., Kwag, M., & Bae, J. (2015). Customers as partial employees: The influences of satisfaction and commitment on customer citizenship behavior in fitness centers. Journal of Physical Education and Sport, 15(4), 627–633.
  • Choi, L., & Hwang, J. (2019). The role of prosocial and proactive personality in customer citizenship behaviors. Journal of Consumer Marketing, 36(2), 288–305.
  • Choi, L., & Lotz, S. L. (2018). Exploring antecedents of customer citizenship behaviors in services. The Service Industries Journal, 38(9–10), 607–628.
  • Curth, S., Uhrich, S., & Benkenstein, M. (2014). How commitment to fellow customers affects the customer-firm relationship and customer citizenship behavior. Journal of Services Marketing, 28(2), 147–158.
  • Dang, A., & Arndt, A. D. (2017). How personal costs influence customer citizenship behaviors. Journal of Retailing and Consumer Services, 39, 173–181.
  • Daunt, K. L., & Harris, L. C. (2012). Exploring the forms of dysfunctional customer behaviour: A study of differences in servicescape and customer disaffection with service. Journal of Marketing Management, 28(1–2), 129–153.
  • Delpechitre, D., Beeler-Connelly, L. L., & Chaker, N. (2018). Customer value co-creation behavior: A dyadic exploration of the influence of salesperson emotional intelligence on cusomer participation and citizenship behavior. Journal of Business Research, 92, 9–24.
  • Di, E., Huang, C.-J., Chen, I.-H., & Yu, T.-C. (2010). Organisational justice and customer citizenship behaviour of retail industries. The Service Industries Journal, 30(11), 1919–1934.
  • Dong, B., & Sivakumar, K. (2017). Customer participation in services: Domain, scope, and boundaries. Journal of the Academy of Marketing Science, 45(6), 944–965.
  • Eisingerich, A. B., Auh, S., & Merlo, O. (2014). Acta non verba? The role of customer participation and word of mouth in the relationship between service firms’ customer satisfaction and sales performance. Journal of Service Research, 17(1), 40–53.
  • Ford, W. S. Z. (1995). Evaluation of the indirect influence of courteous service on customer discretionary behavior. Human Communication Research, 22(1), 65–89.
  • Garma, R., & Bove, L. (2011). Contributing to well-being: Customer citizenship behaviors directed to service personnel. Journal of Strategic Marketing, 19(7), 633–649.
  • George, J. M., & Brief, A. P. (1992). Feeling good-doing good: A conceptual analysis of the mood at work-organizational spontaneity relationship. Psychological Bulletin, 112(2), 310–329.
  • Gilal, F. G., Zhang, J., Paul, J., & Gilal, N. G. (2019). The role of self-determination theory in marketing science: An integrative review and agenda for research. European Management Journal, 37(1), 29–44.
  • Gong, T. (2018). Customer brand engagement behavior in online brand communities. Journal of Services Marketing, 32(3), 286–299.
  • Gong, T. (2019). Cultural orientatioin and the differing contributions of customer participation and citizenship behavior to value creation for the firm. Working paper, College of Economics and Business, Hanyang University ERICA.
  • Gong, T., & Choi, J. N. (2016). Effects of task complexity on creative customer behavior. European Journal of Marketing, 50(5/6), 1003–1023.
  • Gong, T., Choi, J. N., & Murdy, S. (2016). Does customer value creation behavior drive customer well-being? Social Behavior and Personality: an International Journal, 44(1), 59–76.
  • Gremler, D. D., & Brown, S. W. (1999). The loyalty ripple effect: Appreciating the full value of customers. International Journal of Service Industry Management, 10(3), 271–293.
  • Grönroos, C., & Voima, P. (2013). Critical service logic: Making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133–150.
  • Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7–27.
  • Groth, M., Mertens, D. P., & Murphy, R. O. (2005). Customers as good solidiers: Extending organizational citizenship behavior research to the customer domain. In D. L. Turnipseed (Ed.), Handbook of organizational citizenship behavior (pp. 415–433). Hauppauge, NY: Nova Science Publishers.
  • Gruen, T. W. (1995). The outcome set of relationship marketing in consumer markets. International Business Review, 4(4), 447–469.
  • Guo, L., Arnould, E. J., Gruen, T. W., & Tang, C. (2013). Socializing to co-produce: Pathways to consumers’ financial well-being. Journal of Service Research, 16(4), 549–563.
  • Hao, A. W., Paul, J., Trott, S., Guo, C., & Wu, H. (2019). Two decades of research on nation branding: A review and future research agenda. International Marketing Review. doi: 10.1108/IMR-01-2019-0028
  • Hayes, A. F. (2018). An introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed). New York, NY: Guilford Press.
  • Heilman, M. E., & Chen, J. J. (2005). Same behavior, different consequences: Reactions to men's and women’s altruistic citizenship behavior. Journal of Applied Psychology, 90(3), 431–441.
  • Hsieh, Y., Chiu, H., Tang, Y., & Lin, W. (2018). Does raising value co-creation increase all customers’ happiness? Journal of Business Ethics, 152(4), 1053–1067.
  • Hur, W., Kim, H., & Kim, H. K. (2018). Does customer engagement in corporate social responsibility initiatives lead to customer citizenship behaviour? The mediating roles of customer-company identification and affective commitment. Corporate Social Responsibility and Environmental Management, 25(6), 1258–1269.
  • Hwang, J., & Lyu, S. O. (2019). Relationships among green image, consumer attitudes, desire, and customer citizenship behavior in the airline industry. International Journal o f Sustainable Transportation, in press.
  • Hwang, K., & Lee, B. (2019). Pride, mindfulness, public self-awareness, affective satisfaction, and customer citizenship behaviour among green restaurant customers. International Journal of Hospitality Management, 83, 169–179.
  • Johnson, J. W., & Rapp, A. (2010). A more comprehensive understanding and measure of customer helping behavior. Journal of Business Research, 63(8), 787–792.
  • Jung, J. H., & Yoo, J. J. (2017). Customer-to-customer interactions on customer citizenship behavior. Service Business, 11(1), 117–139.
  • Kahiya, E. T. (2018). Five decades of research on export barriers: Review and future directions. International Business Review, 27(6), 1172–1188.
  • Keh, H. T., & Teo, C. W. (2001). Retail customers as partial employees in service provision: A conceptual framework. International Journal of Retail & Distribution Management, 29(8), 370–378.
  • Kim, H. S., & Choi, B. (2016). The effects of three customer-to-customer interaction quallity types on customer experiences quality and citizenship behavior in mass service settings. Journal of Services Marketing, 30(4), 384–397.
  • Lengnick-Hall, C. A., Claycomb, V., & Inks, L. W. (2000). From recipient to contributor: Examining customer roles and experienced outcomes. European Journal of Marketing, 34(3/4), 359–383.
  • Li, Y., Xie, L., Gao, T., & Guan, X. (2019). Does being beautiful always helps? Contingency effects of physical attractiveness of the service providers on customer response. Journal of Services Marketing, 33(3), 356–368.
  • Liu, J. S., & Tsaur, S.-H. (2014). We are in the same boat: Tourist citizenship behaviors. Tourism Management, 42, 88–100.
  • Lusch, R. F., & Vargo, S. L. (2014). Service-dominant logic: Premises, perspectives, possibilities. United Kingdom: Cambridge University Press.
  • Mackenzie, S., Podsakoff, P., & Fetter, R. (1993). The impact of organizational citizenship behavior on evaluations of salesperson performance. Journal of Marketing, 57(1), 70–81.
  • Mackenzie, S. B., Podsakoff, P. M., & Fetter, R. (1991). Organization citizenship behavior and objective productivity as determinants of managerial evaluations of salespersons' performance. Organization Behavior and Human Decision Processes, 50(1), 123–150.
  • Mandl, L., & Hogreve, J. (2019). Buffering effects of brand community identification in service failures: The role of customer citizenship behaviors. Journal of Business Research, in press.
  • Mari, M., & Poggesi, S. (2013). Servicescape cues and customer behavior: A systematic literature review and research agenda. The Service Industries Journal, 33(2), 171–199.
  • Mustak, M., Jaakkola, E., Halinen, A., & Kaartemo, V. (2016). Customer participation management: Developing a comprehensive framework and a research agenda. Journal of Service Management, 27(3), 250–275.
  • Mustak, M., Jaakkola, E., & Halinen, A. (2013). Customer participation and value creation: A systematic review and research implications. Managing Service Quality: An International Journal, 23(4), 341–359.
  • Nguyen, H., Groth, M., Walsh, G., & Hennig-Thurau, T. (2014). The impact of service scripts on customer citizenship behavior and the moderating role of employee customer orientation. Psychology & Marketing, 31(12), 1096–1109.
  • Organ, D. W. (1988). Organizational Citizenship Behavior: The good solider syndrome. Lexington, MA: Lexington Books.
  • Paul, J., & Benito, G. R. (2018). A review of research on outward foreign direct investment from emerging countries, including China: What do we know, how do we know and where should we be heading? Asia Pacific Business Review, 24(1), 90–115.
  • Paul, J., & Rosado-Serrano, A. (2019). Gradual internationalization vs born-global/international new venture models: A review and research agenda. International Marketing Review, in press.
  • Paul, J., & Singh, G. (2017). The 45 years of foreign direct investment research: Approaches, advances and analytical areas. The World Economy, 40(11), 2512–2527.
  • Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83–96.
  • Podsakoff, P. M., Ahearne, M., & MacKenzie, S. B. (1997). Organizational citizenship behavior and the quantity and quality of work group performance. Journal of Applied Psychology, 82(2), 262–270.
  • Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903.
  • Podsakoff, P. M., MacKenzie, S. B., Paine, J. B., & Bachrach, D. G. (2000). Organizational citizenship behaviors: A critical review of the theoretical and empirical literature and suggestions for future research. Journal of Management, 26(3), 513–563.
  • Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157–165.
  • Revilla-Camacho, M. Á., Vega-Vázquez, M., & Cossío-Silva, F. J. (2015). Customer participation and citizenship behavior effects on turnover intention. Journal of Business Research, 68(7), 1607–1611.
  • Revilla-Camacho, M. Á., Vega-Vázquez, M., & Cossío-Silva, F. J. (2017). Exploring the customer’s intention to switch firms: The role of customer-related antecedents. Psychology & Marketing, 34(11), 1039–1049.
  • Rosado-Serrano, A., Paul, J., & Dikova, D. (2018). International franchising: A literature review and research agenda. Journal of Business Research, 85, 238–257.
  • Rosenbaum, M. S., & Massiah, C. A. (2007). When customers receive support from other customers: Exploring the influence of intercustomer social support on customer voluntary performance. Journal of Service Research, 9(3), 257–270.
  • Rossiter, J. R. (2002). The C-OAR-SE procedure for scale development in marketing. International Journal of Research in Marketing, 19(4), 305–335.
  • Roy, S. K., Balaji, M. S., Soutar, G., Lassar, W. M., & Roy, R. (2018). Customer engagement behavior in individualistic and collectivistic markets. Journal of Business Research, 86, 281–290.
  • Schnake, M., & Dumler, M. P. (1997). Organizational citizenship behavior: The impact of rewards and reward practices. Journal of Managerial Issues, 9(2), 216–229.
  • Shannahan, R. J., Bush, A. J., Shannahan, K. L. J., & Moncrief, W. C. (2017). How salesperson perceptions of customers’ pro-social behaviors help drive salesperson performance. Industrial Marketing Management, 62, 36–50.
  • Smith, C. A., Organ, D. W., & Near, J. P. (1983). Organizational citizenship behavior: Its nature and antecedents. Journal of Applied Psychology, 68(4), 653–663.
  • Taylor, G. A., & Neslin, S. A. (2005). The current and future sales impact of a retail frequency reward program. Journal of Retailing, 81(4), 293–305.
  • Tung, V. W. S., Chen, P.-J., & Schuckert, M. (2017). Managing customer citizenship behavior: The moderating roles of employee responsiveness and organizational reassurance. Tourism Management, 59, 23–35.
  • van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266.
  • van Tonder, S., Saunders, S. G., Lisita, I. T., & de Beer, L. T. (2018). The importance of customer citizenship behaviour in the modern retail environment: Introducing and testing a social exchange model. Journal of Retailing and Consumer Services, 45, 92–102.
  • Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17.
  • Verleye, K., Gemmel, P., & Rangarajan, D. (2014). Managing engagement behaviors in a network of customers and stakeholders evidence from the nursing home sector. Journal of Service Research, 17(1), 68–84.
  • Voss, C. A., Roth, A. V., Rosenzweig, E. D., Blackmon, K., & Chase, R. B. (2004). A tale of two countries’ conservatism, service quality, and feedback on customer satisfaction. Journal of Service Research, 6(3), 212–230.
  • Wei, S., Ang, T., & Anaza, N. A. (2019). The power of information on customers’ social withdrawal and citizenship behavior in a crowded service environment. Journal of Service Management, 30(1), 23–47.
  • Wieseke, J., Lee, N., Broderick, A. J., Dawson, J. F., & Van Dick, R. (2008). Multilevel analyses in marketing research: Differential analytical outcomes. Journal of Marketing Theory and Practice, 16(4), 321–340.
  • Williams, S., & Shiaw, W. T. (1999). Mood and organizational citizenship behavior: The effects of postive affect on employee organizational citizenship behavior intentions. The Journal of Psychology, 133(6), 656–668.
  • Wirtz, J., Tambyah, S. K., & Mattila, A. S. (2010). Organizational learning from customer feedback received by service employees: A social capital perspective. Journal of Service Management, 21(3), 363–387.
  • Woo, M. (2019). Assessing customer citizenship behaviors in the airline industry: Investigation of service quality and value. Journal of Air Transport Management, 76, 40–47.
  • Wu, S., Huang, S., Tsai, C., & Lin, P. (2017). Customer citizenship behavior on social networking sites. Internet Research, 27(2), 428–448.
  • Xie, C., Bagozzi, R. P., & Troye, S. V. (2008). Trying to prosume: Toward a theory of consumers as co-creators of value. Journal of the Academy of Marketing Science, 36(1), 109–122.
  • Xie, L., Poon, P., & Zhang, W. (2017). Brand experience and customer citizenship behavior: The role of brand relationship quality. Journal of Consumer Marketing, 34(3), 268–280.
  • Yi, Y. (2014). Customer value creation behavior. London: Routledge.
  • Yi, Y., & Gong, T. (2008a). The effects of customer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior. Industrial Marketing Management, 37(7), 767–783.
  • Yi, Y., & Gong, T. (2008b). If employees ‘go the extra mile,’ do customers reciprocate with similar behavior? Psychology & Marketing, 25(10), 961–986.
  • Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284.
  • Yi, Y., Gong, T., & Lee, H. (2013). The impact of other customers on customer citizenship behavior. Psychology & Marketing, 30(4), 341–356.
  • Yi, Y., Nataraajan, R., & Gong, T. (2011). Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention. Journal of Business Research, 64(1), 87–95.
  • Yue, Y., Wang, K. L., & Groth, M. (2017). Feeling bad and doing good: The effect of customer mistreatment on service employee's daily display of helping behaviors. Personnel Psychology, 70(4), 769–808.
  • Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.
  • Zhu, D. H., Sun, H., & Chang, Y. P. (2016). Effect of social support on customer satisfaction and citizenship behavior in online brand communties: The moderating role of support source. Journal of Retailing and Consumer Services, 31, 287–293.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.