Understanding the antecedents of service decisions: an integration of service promiscuity and customer citizenship behaviour

Promiscuity being casual and unrestrained towards any kind of service, the purpose of this article is to contribute to service literature by investigating the influence of customer citizenship behaviour and service promiscuity in the decision-making process in the context of public house services. This paper empirically draws a historic sum-up on the roots of service promiscuity towards the decision-making process. A questionnaire was administered to 1,509 pub customers using retrospective experience sampling technique. The proposed hypotheses were tested using structural equation modelling. Results from this research yielded novel insights into the dual antecedents extending to customer decision making process through customer citizenship behaviour and service promiscuity. The findings have implications for the ongoing argumentation on the practicality of customer promiscuity, thereby broadening the theoretical understanding of 'why customers' decision-making process establishes such an efficacious effect in the service environment? Further, these new and interesting results enlighten the insights of consumer behaviour and more importantly contribute substantially to the existing knowledge of service marketing literature. The results provide managers with specific decision-making process variables and substantial service strategies.