Building Customer Citizenship Behavior from Relationship Quality and Perceived Value Perspective in Online Transportation Service

Abstract

Recently, Customer Citizenship behavior (CCB) has become a research focus in marketing. However, not many researches focus on the antecedent of this variable from the marketing behavior perspective. The research objective is to examine the effect of Relationship Quality and Perceived Value on CCB in online transportation services and Customer Satisfaction as the mediation in this relationship. The research involved 400 online transportation customers in Indonesia who used a minimum of three times in this transportation. By using Partial Least Square (PLS), the result found that Relationship Quality has a significant positive effect on Customer Satisfaction and CCB, Perceived Value has a positive significant effect on Customer Satisfaction and has no significant effect CCB. It means that for strengthen CCB, online transportation should create customer satisfaction. Research also found that Customer Satisfaction has a positive effect on CCB. The implication of the research is online transportation should improving the relationship quality and value for creating customer satisfaction for strengthening CCB. Customer satisfaction is an important conditions for improving CCB.

The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter?

“…Furthermore, the results of the study are partially consistent with van Tonder and Heymans study's findings [74] who indicated that perceived value dimensions (perceived ease of use and perceived usefulness) indirectly affect (through a trust) customer citizenship helping behavior. On the other hand, the findings of the study are inconsistent with the results of Suryani and Listyarti [98], who concluded that CPV insignificantly affects CCB. Upon the previous findings, it could be concluded that the higher the GPV, the greater the perceived CCB and vice versa.…”

“…The finding of SEM supports the results of previous studies that have been conducted in various contexts such as the airline industry [76], the tourism industry [97], online-only retailers [74], and the service context [58]. This finding is in line with the results of Woo [76] and Tsaur et al [98], who concluded that CPV positively affects CCB. In their empirical study, Cheng et al [58] demonstrated that CPV plays a vital role in enhancing CCB.…”