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Customers as Volunteers? E-Customer Citizenship Behavior and Its Antecedents

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  • Gokiladevi Ponnusamy

Abstract

The low barriers to enter into the e-marketplace have inevitably intensified the competition among e-retailers. Online retailers are struggling to build a sustainable business model that ensures customers’ continuing commitment to their businesses. This study addresses the challenges faced by eretailers in terms of examining website services and functionalities that would consequently lead to eloyalty among customers. Empirical findings, based on 385 online apparel shoppers, have shown that extending customers’ voluntary behavior (customer citizenship behavior) that can be cultivated upon gaining customers’ satisfaction and loyalty provide leads to a better future for e-retailer’s sustainability. This study examines the applicability of expectancy-disconfirmation theory and social exchange theory in the virtual world.

Suggested Citation

  • Gokiladevi Ponnusamy, 2015. "Customers as Volunteers? E-Customer Citizenship Behavior and Its Antecedents," Information Management and Business Review, AMH International, vol. 7(3), pages 50-58.
    • Handle: RePEc:rnd:arimbr:v:7:y:2015:i:3:p:50-58
    DOI: 10.22610/imbr.v7i3.1153
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    References listed on IDEAS

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    1. 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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    Cited by:

    1. El Sayed A. Nagy & Wafaa Galal Marzouk, 2018. "Factors Affecting Customer Citizenship Behavior: A Model of University Students," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 54-70, March.

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