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A more comprehensive understanding and measure of customer helping behavior

  • Johnson, Jennifer Wiggins
  • Rapp, Adam
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    We 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.

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    File URL: http://www.sciencedirect.com/science/article/B6V7S-4XX26F5-1/2/a9be4901e8a84629b9435c421467cd61
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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 63 (2010)
    Issue (Month): 8 (August)
    Pages: 787-792

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    Handle: RePEc:eee:jbrese:v:63:y:2010:i:8:p:787-792
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. Unger, Lynette S., 1991. "Altruism as a motivation to volunteer," Journal of Economic Psychology, Elsevier, vol. 12(1), pages 71-100, March.
    2. 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.
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    5. 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.
    6. 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.
    7. 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.
    8. 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.
    9. 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.
    10. 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.
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