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.
References
Batson, C. D., Duncan, B. D., Ackerman, P., Buckley, T., & Birch, K. (1981). Is empathic emotion a source of altruistic motivation?. Journal of personality and Social Psychology, 40(2), 290.
Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of retailing, 73(3), 383-406.
Bove, L. L., Pervan, S. J., Beatty, S. E., & Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698-705.
Cermak, D. S., File, K. M., & Prince, R. A. (1994). Customer participation in service specification and delivery. Journal of applied business research, 10, 90-97.
Claycomb, C., Lengnick-Hall, C. A., & Inks, L. W. (2001). The customer as a productive resource: a pilot study and strategic implications. Journal of Business strategies, 18(1), 47-69.
Dabholkar, P. A. (2015). How to improve perceived service quality by increasing customer participation. In Proceedings of the 1990 academy of marketing science (AMS) annual conference (pp. 483-487). Springer, Cham.
Ennew, C. T., & Binks, M. R. (1999). Impact of participative service relationships on quality, satisfaction and retention: an exploratory study. Journal of business research, 46(2), 121-132.
Farrelly, D., Moan, E., White, K., & Young, S. (2015). Evidence of an alternative currency for altruism in laboratory-based experiments. Europe's journal of psychology, 11(1), 100－111.
Fehr, E., & Fischbacher, U. (2003). The nature of human altruism. Nature, 425(6960), 785.
Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of management, 31(1), 7-27.
Gruen, T. W. (1995). The outcome set of relationship marketing in consumer markets. International Business Review, 4(4), 447-469.
Johnson, J. W., & Rapp, A. (2010). A more comprehensive understanding and measure of customer helping behavior. Journal of Business Research, 63(8), 787-792.
Kellogg, D. L., Youngdahl, W. E., & Bowen, D. E. (1997). On the relationship between customer participation and satisfaction: two frameworks. International journal of service industry management, 8(3), 206-219.
Ling-Yee Li, E., Liu, B. S. C., & Luk, S. T. (2017). Customer Participation Behavior in High-Versus Low-Contact Services: The Multiple Roles of Customer Trust. Journal of Global Marketing, 30(5), 322-341.
Loureiro, S. M. C., Pires, A. R., & Kaufmann, H. R. (2015). Creating value for customers through engagement and participation in brand communities. International Journal of Business Performance Management, 16(2/3), 114-132.
Lovelock, C. H., & Young, R. F. (1979). Look to consumers to increase productivity. Harvard business review, 57(3), 168-178.
Maru File, K., Judd, B. B., & Prince, R. A. (1992). Interactive marketing: the influence of participation on positive word-of-mouth and referrals. Journal of services marketing, 6(4), 5-14.
Pires, G. D., Dean, A., & Rehman, M. (2015). Using service logic to redefine exchange in terms of customer and supplier participation. Journal of Business Research, 68(5), 925-932.
Rosenbaum, M. S., & Massiah, C. A. (2007). When customers receive support from other customers: Exploring the influence of intercustomer social support on customer voluntary performance. Journal of Service Research, 9(3), 257-270.
Trivers, R. L. (1971). The evolution of reciprocal altruism. The Quarterly review of biology, 46(1), 35-57.
Yang, C. C., Chen, P. S., & Chien, Y. H. (2014).Customer expertise,affective commitment,customer participation,and loyalty in B & B services. International Journal of
Organizational Innovation, 6(4),174–183.
Yi, Y., & Gong, T. (2008). The effects of customer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior. Industrial Marketing Management, 37(7), 767-783.
Zeithmal,V.A. (1981).How consumer evaluation processes differ between goods and services .Donnely, J.H. & George, W. R. Marketing of services(pp.186-190). Chicago: American Marketing Association.
Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of retailing, 73(3), 383-406.
Bove, L. L., Pervan, S. J., Beatty, S. E., & Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698-705.
Cermak, D. S., File, K. M., & Prince, R. A. (1994). Customer participation in service specification and delivery. Journal of applied business research, 10, 90-97.
Claycomb, C., Lengnick-Hall, C. A., & Inks, L. W. (2001). The customer as a productive resource: a pilot study and strategic implications. Journal of Business strategies, 18(1), 47-69.
Dabholkar, P. A. (2015). How to improve perceived service quality by increasing customer participation. In Proceedings of the 1990 academy of marketing science (AMS) annual conference (pp. 483-487). Springer, Cham.
Ennew, C. T., & Binks, M. R. (1999). Impact of participative service relationships on quality, satisfaction and retention: an exploratory study. Journal of business research, 46(2), 121-132.
Farrelly, D., Moan, E., White, K., & Young, S. (2015). Evidence of an alternative currency for altruism in laboratory-based experiments. Europe's journal of psychology, 11(1), 100－111.
Fehr, E., & Fischbacher, U. (2003). The nature of human altruism. Nature, 425(6960), 785.
Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of management, 31(1), 7-27.
Gruen, T. W. (1995). The outcome set of relationship marketing in consumer markets. International Business Review, 4(4), 447-469.
Johnson, J. W., & Rapp, A. (2010). A more comprehensive understanding and measure of customer helping behavior. Journal of Business Research, 63(8), 787-792.
Kellogg, D. L., Youngdahl, W. E., & Bowen, D. E. (1997). On the relationship between customer participation and satisfaction: two frameworks. International journal of service industry management, 8(3), 206-219.
Ling-Yee Li, E., Liu, B. S. C., & Luk, S. T. (2017). Customer Participation Behavior in High-Versus Low-Contact Services: The Multiple Roles of Customer Trust. Journal of Global Marketing, 30(5), 322-341.
Loureiro, S. M. C., Pires, A. R., & Kaufmann, H. R. (2015). Creating value for customers through engagement and participation in brand communities. International Journal of Business Performance Management, 16(2/3), 114-132.
Lovelock, C. H., & Young, R. F. (1979). Look to consumers to increase productivity. Harvard business review, 57(3), 168-178.
Maru File, K., Judd, B. B., & Prince, R. A. (1992). Interactive marketing: the influence of participation on positive word-of-mouth and referrals. Journal of services marketing, 6(4), 5-14.
Pires, G. D., Dean, A., & Rehman, M. (2015). Using service logic to redefine exchange in terms of customer and supplier participation. Journal of Business Research, 68(5), 925-932.
Rosenbaum, M. S., & Massiah, C. A. (2007). When customers receive support from other customers: Exploring the influence of intercustomer social support on customer voluntary performance. Journal of Service Research, 9(3), 257-270.
Trivers, R. L. (1971). The evolution of reciprocal altruism. The Quarterly review of biology, 46(1), 35-57.
Yang, C. C., Chen, P. S., & Chien, Y. H. (2014).Customer expertise,affective commitment,customer participation,and loyalty in B & B services. International Journal of
Organizational Innovation, 6(4),174–183.
Yi, Y., & Gong, T. (2008). The effects of customer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior. Industrial Marketing Management, 37(7), 767-783.
Zeithmal,V.A. (1981).How consumer evaluation processes differ between goods and services .Donnely, J.H. & George, W. R. Marketing of services(pp.186-190). Chicago: American Marketing Association.
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2020-12-26
