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Customer Citizenship Behavior: Scale Development And Validation

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  • Cuneyd Ikbal SARIOGLU

    (Kocaeli University, Hereke Vocational College)

Abstract

Customer citizenship behaviors (CCB) in service sector stand out as an important means of promoting the survival of firms in a rapidly increasing competitive environment. Yet, customer citizenship behavior has not been studied sufficiently and remained a weakness according to the organizational citizenship literature. In this study, it is aimed to develop a customer citizenship behavior scale which is broader than the existing ones in the literature and can be easily adapted to different cultures and languages. In the research part, data were derived from 887 users of GSM service, which is used almost in the same way in every societies. The results present that CCB has seven sub-dimensions named as providing feedback, positive word of mouth, helping other customers, policing of other customers, suggestion for service improvement, participation to firm activities, and intention to use.

Suggested Citation

  • Cuneyd Ikbal SARIOGLU, 2020. "Customer Citizenship Behavior: Scale Development And Validation," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 57-72, May.
    • Handle: RePEc:aio:manmar:v:xviii:y:2020:i:1:p:57-72
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    References listed on IDEAS

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    1. Tonder, Estelle van & Saunders, Stephen Graham & Lisita, Inonge Theresa & de Beer, Leon Tielman, 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, Elsevier, vol. 45(C), pages 92-102.
    2. Gruen, Thomas W., 1995. "The outcome set of relationship marketing in consumer markets," International Business Review, Elsevier, vol. 4(4), pages 447-469.
    3. Jui-Chang Cheng & She-Juang Luo & Chang-Hua Yen & Ya-Fang Yang, 2016. "Brand attachment and customer citizenship behaviors," The Service Industries Journal, Taylor & Francis Journals, vol. 36(7-8), pages 263-277, June.
    4. Hongyan LIU & Jinglan Yang & Xiaoxi Chen, 2020. "Making the Customer-Brand Relationship Sustainable: The Different Effects of Psychological Contract Breach Types on Customer Citizenship Behaviours," Sustainability, MDPI, vol. 12(2), pages 1-15, January.
    5. Yi, Youjae & Nataraajan, Rajan & Gong, Taeshik, 2011. "Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention," Journal of Business Research, Elsevier, vol. 64(1), pages 87-95, January.
    6. Sharma, Shikha & Conduit, Jodie & Rao Hill, Sally, 2014. "Organisational capabilities for customer participation in health care service innovation," Australasian marketing journal, Elsevier, vol. 22(3), pages 179-188.
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    Cited by:

    1. Dan Wang & Ching-Cheng Shen & Hsi-Lin Liu, 2023. "Exploring the Impact of Group Tourists’ Citizenship Behavior on Engagement: The Intimacy as a Mediating Variable," Sustainability, MDPI, vol. 15(18), pages 1-14, September.

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    More about this item

    Keywords

    customer citizenship behavior; scale development and validation; measurement procedure; confirmatory factor analysis;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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