IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i2p630-d308886.html
   My bibliography  Save this article

Making the Customer-Brand Relationship Sustainable: The Different Effects of Psychological Contract Breach Types on Customer Citizenship Behaviours

Author

Listed:
  • Hongyan LIU

    (School of Management, Jinan University, Guangzhou 510632, China)

  • Jinglan Yang

    (School of Management, Jinan University, Guangzhou 510632, China)

  • Xiaoxi Chen

    (School of Management, Jinan University, Guangzhou 510632, China)

Abstract

Customer citizenship behaviours are important for a sustainable customer-brand relationship, yet little is known about the effect of psychological contract breach on citizenship behaviours. From the perspective of psychological contract theory, this research examined the impact of psychological contract breaches on customer citizenship behaviours through the mediating mechanism of psychological contract violation in the customer-brand relationship. Experiments were used to assess the effect of two types of psychological contract breaches on customer citizenship behaviours. The results show that the negative effect of a relational contract breach differs between the dimensions of citizenship behaviours. A relational contract breach has direct and indirect negative effects on recommendation behaviours and helping behaviours, but it does not affect voice behaviours. A transactional contract breach directly and negatively influences recommendation behaviours, but it has no effect on voice behaviours. A transactional contract breach indirectly increases helping behaviours through psychological contract violation. Psychological contract violation partially mediates the effect of a transactional contract breach on customer recommendation behaviours and fully mediates the effect of a relational contract breach on helping behaviours. These findings generate managerial implications for firms aiming to maintain sustainable customer-brand relationships.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:2:p:630-:d:308886
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/2/630/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/2/630/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jackie Coyle‐Shapiro & Ian Kessler, 2000. "Consequences Of The Psychological Contract For The Employment Relationship: A Large Scale Survey," Journal of Management Studies, Wiley Blackwell, vol. 37(7), pages 903-930, November.
    2. Richard, Marie-Odile & Chebat, Jean-Charles, 2016. "Modeling online consumer behavior: Preeminence of emotions and moderating influences of need for cognition and optimal stimulation level," Journal of Business Research, Elsevier, vol. 69(2), pages 541-553.
    3. Lin Guo & Thomas W. Gruen & Chuanyi Tang, 2017. "Seeing relationships through the lens of psychological contracts: the structure of consumer service relationships," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 357-376, May.
    4. Bartikowski, Boris & Walsh, Gianfranco, 2011. "Investigating mediators between corporate reputation and customer citizenship behaviors," Journal of Business Research, Elsevier, vol. 64(1), pages 39-44, January.
    5. W. Chan Kim & Renée A. Mauborgne, 1996. "Procedural Justice and Managers' In-Role and Extra-Role Behavior: The Case of the Multinational," Management Science, INFORMS, vol. 42(4), pages 499-515, April.
    6. Malhotra, Neeru & Sahadev, Sunil & Purani, Keyoor, 2017. "Psychological contract violation and customer intention to reuse online retailers: Exploring mediating and moderating mechanisms," Journal of Business Research, Elsevier, vol. 75(C), pages 17-28.
    7. Bi, Qingqing, 2019. "Cultivating loyal customers through online customer communities: A psychological contract perspective," Journal of Business Research, Elsevier, vol. 103(C), pages 34-44.
    8. 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.
    9. Paul A. Pavlou & David Gefen, 2005. "Psychological Contract Violation in Online Marketplaces: Antecedents, Consequences, and Moderating Role," Information Systems Research, INFORMS, vol. 16(4), pages 372-399, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xia Cao & Dan Lv & Zeyu Xing, 2020. "Innovative Resources, Promotion Focus and Responsible Innovation: The Moderating Roles of Adaptive Governance," Sustainability, MDPI, vol. 12(7), pages 1-19, April.
    2. 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.
    3. Rong Liu & Jiawei Yang & Jifei Wu, 2022. "When Big Data Backfires: The Impact of a Perceived Privacy Breach by Pharmaceutical E-Retailers on Customer Boycott Intention in China," IJERPH, MDPI, vol. 19(8), pages 1-13, April.
    4. Mobin Fatma & Imran Khan, 2023. "Impact of CSR on Customer Citizenship Behavior: Mediating the Role of Customer Engagement," Sustainability, MDPI, vol. 15(7), pages 1-11, March.
    5. Xinhua Zhao & Hui An, 2023. "Research on the Mechanism of Heterogeneous Corporate Environmental Responsibility in Z-Generation Consumers’ Sustainable Purchase Intention," Sustainability, MDPI, vol. 15(13), pages 1-19, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Abid, Aman & Harrigan, Paul, 2020. "An exploration of social media-enabled voter relationships through uses and gratifications theory, psychological contract and service-dominant orientation," Australasian marketing journal, Elsevier, vol. 28(2), pages 71-82.
    2. Wang, Yonggui & Zhang, Lu, 2021. "How customer entitlement influences supplier performance in B2B relationships in emerging economy? A moderated mediation model of institutional environments," Journal of Business Research, Elsevier, vol. 134(C), pages 689-700.
    3. Gong, Taeshik & Wang, Chen-Ya & Lee, Kangcheol, 2022. "Effects of characteristics of in-store retail technology on customer citizenship behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    4. Rong Liu & Jiawei Yang & Jifei Wu, 2022. "When Big Data Backfires: The Impact of a Perceived Privacy Breach by Pharmaceutical E-Retailers on Customer Boycott Intention in China," IJERPH, MDPI, vol. 19(8), pages 1-13, April.
    5. Bayerl, Petra Saskia & Jacobs, Gabriele, 2022. "Who is responsible for customers’ privacy? Effects of first versus third party handling of privacy contracts on continuance intentions," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    6. Jung, Hyo Sun & Seo, Kyung Hwa & Lee, Soo Bum & Yoon, Hye Hyun, 2018. "Corporate association as antecedents of consumer behaviors: The dynamics of trust within and between industries," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 30-38.
    7. Malhotra, Neeru & Sahadev, Sunil & Purani, Keyoor, 2017. "Psychological contract violation and customer intention to reuse online retailers: Exploring mediating and moderating mechanisms," Journal of Business Research, Elsevier, vol. 75(C), pages 17-28.
    8. Mohsin Raza & Rimsha Khalid & Larisa Ivascu & Jati Kasuma, 2023. "Education Beats at the Heart of the Sustainability in Thailand: The Role of Institutional Awareness, Image, Experience, and Student Volunteer Behavior," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    9. Debasis Pradhan & Ritu Malhotra & Tapas Ranjan Moharana, 2020. "When fan engagement with sports club brands matters in sponsorship: influence of fan–brand personality congruence," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 77-92, January.
    10. Hailian Qiu & Ning Wang & Minglong Li, 2021. "Stimulating Customer Citizenship Behavior With Service Climate: The Mediating Role of Customer Psychological Empowerment," SAGE Open, , vol. 11(1), pages 21582440211, March.
    11. Won‐Moo Hur & Hanna Kim & Hyun Kyung Kim, 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, John Wiley & Sons, vol. 25(6), pages 1258-1269, November.
    12. Maryam Zidehsaraei & Reza Esmaeilpour & Mohsen Akbari, 2024. "The effects of similarity of values, religious values, and empathy on bank commitment to CSR and customers’ internal and behavioral responses: evidence from Guilan Province in Iran," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(1), pages 154-170, March.
    13. Adriana Burlea‐Schiopoiu & Dragos Alexandru Balan, 2021. "Modelling the impact of corporate reputation on customers' behaviour," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(3), pages 1142-1156, May.
    14. Gregory S. Dawson & Elena Karahanna & Ann Buchholtz, 2014. "A Study of Psychological Contract Breach Spillover in Multiple-Agency Relationships in Consulting Professional Service Firms," Organization Science, INFORMS, vol. 25(1), pages 149-170, February.
    15. Ahmed Hassan Abdou & Hossam Said Shehata & Hassan Marzok Elsayed Mahmoud & Azzam Ibrahem Albakhit & Muhanna Yousef Almakhayitah, 2022. "The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter?," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    16. Dang, Anh & Arndt, Aaron D., 2017. "How personal costs influence customer citizenship behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 173-181.
    17. Mitrega, Maciej & Klézl, Vojtěch & Spáčil, Vojtěch, 2022. "Systematic review on customer citizenship behavior: Clarifying the domain and future research agenda," Journal of Business Research, Elsevier, vol. 140(C), pages 25-39.
    18. Cai, Han & Mardani, Abbas, 2023. "Research on the impact of consumer privacy and intelligent personalization technology on purchase resistance," Journal of Business Research, Elsevier, vol. 161(C).
    19. 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.
    20. Neeru Malhotra & Sunil Sahadev & P. S. H. Leeflang & Keyoor Purani, 2021. "New Insights into e-Loyalty of Internet Banking Users in an Emerging Market Context: A Multilevel Analysis," Information Systems Frontiers, Springer, vol. 23(6), pages 1521-1536, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:2:p:630-:d:308886. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.