A more comprehensive understanding and measure of customer helping behavior
AbstractWe develop a more comprehensive measure of discretionary, extra-role behaviors that customers engage in to help a company. While customer helping behaviors have been studied previously, attempts to develop valid measures have been limited. We use the validation process for the Organizational Citizenship Behavior scale as a model to develop and validate a new scale measuring a comprehensive range of customer helping behaviors. We identify multiple dimensions of customer helping behaviors that are engaged in by the same customers, driven by the same antecedents, and collectively form a helping behaviors scale. Using student samples and customers of a non-profit organization, we demonstrate a consistent scale structure, reliability, and nomological and external validity. We present two variations of the scale, one for for-profit companies and one for non-profit organizations. This scale is intended to be used as a dependent behavioral measure to enable researchers to capture multiple customer helping behaviors.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 63 (2010)
Issue (Month): 8 (August)
Contact details of provider:
Web page: http://www.elsevier.com/locate/jbusres
Customer helping behavior Customer commitment Scale development;
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Bove, Liliana L. & Pervan, Simon J. & Beatty, Sharon E. & Shiu, Edward, 2009. "Service worker role in encouraging customer organizational citizenship behaviors," Journal of Business Research, Elsevier, vol. 62(7), pages 698-705, July.
- Paulin, Michele & Ferguson, Ronald J. & Bergeron, Jasmin, 2006. "Service climate and organizational commitment: The importance of customer linkages," Journal of Business Research, Elsevier, vol. 59(8), pages 906-915, August.
- Sargeant, Adrian & Ford, John B. & West, Douglas C., 2006. "Perceptual determinants of nonprofit giving behavior," Journal of Business Research, Elsevier, vol. 59(2), pages 155-165, February.
- Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
- Ackfeldt, Anna-Lena & Coote, Leonard V., 2005. "A study of organizational citizenship behaviors in a retail setting," Journal of Business Research, Elsevier, vol. 58(2), pages 151-159, February.
- Unger, Lynette S., 1991. "Altruism as a motivation to volunteer," Journal of Economic Psychology, Elsevier, vol. 12(1), pages 71-100, March.
- Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, University of Chicago Press, vol. 27(4), pages 412-32, March.
- Baker, Thomas L. & Hunt, Tammy G. & Andrews, Martha C., 2006. "Promoting ethical behavior and organizational citizenship behaviors: The influence of corporate ethical values," Journal of Business Research, Elsevier, vol. 59(7), pages 849-857, July.
- Barksdale, Kevin & Werner, Jon M., 2001. "Managerial ratings of in-role behaviors, organizational citizenship behaviors, and overall performance: testing different models of their relationship," Journal of Business Research, Elsevier, vol. 51(2), pages 145-155, February.
- Hardesty, David M. & Bearden, William O., 2004. "The use of expert judges in scale development: Implications for improving face validity of measures of unobservable constructs," Journal of Business Research, Elsevier, vol. 57(2), pages 98-107, February.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei).
If references are entirely missing, you can add them using this form.