The impact of customer participation on customer citizenship behavior: moderating role of altruistic motivation
คำสำคัญ:
Customer participation, Customer citizenship behavior, Altruistic motivationบทคัดย่อ
The paper’s thesis focuses on the service industry, collecting 442 valid sample data, using empirical research methods to study the impact of customer participation on customer citizenship behavior. The research results show that customer participation has a significant positive effect on customer citizenship behavior. At the same time, altruistic motivation plays a moderating role in the positive effect of customer participation on customer citizenship behavior.
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