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Effects of characteristics of in-store retail technology on customer citizenship behavior

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  • Gong, Taeshik
  • Wang, Chen-Ya
  • Lee, Kangcheol

Abstract

This paper investigates the effect of the characteristics of in-store retail technology on customer citizenship behavior (CCB) by adapting the job demands-resources theory, and explores how customer education moderates these relationships. Survey responses from 196 retail shoppers show that perceived complexity and perceived risk lead to customer exhaustion, resulting in decreasing CCB; while perceived advantage and perceived compatibility lead to customer engagement, resulting in increasing CCB. All these paths were found to be moderated by customer education. Managers could use the characteristics of in-store technology to increase CCB in their retail stores.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921000540
    DOI: 10.1016/j.jretconser.2021.102488
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    Cited by:

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    5. Rather, Raouf Ahmad & Raisinghani, Manju & Gligor, David & Parrey, Shakir Hussain & Russo, Ivan & Bozkurt, Sıddık, 2023. "Examining tourist citizenship behaviors through affective, cognitive, behavioral engagement and reputation: Symmetrical and asymmetrical approaches," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Gaan, Niharika & Shin, Yuhyung, 2023. "Sales employees’ polychronicity and sales-service ambidexterity: Mediation of work engagement and moderation of store manager support," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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