Demystifying the impact of customer participation on citizenship behaviors through interpersonal attraction and its contingencies

Chan, Kimmy Wa; Gong, Taeshik; Sharma, Piyush; Chu, Candace

doi:10.1016/j.jbusres.2022.06.023

Cited by 13 publications

(11 citation statements)

References 77 publications

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“…By employing a multi-dimensional type-study, we also contribute to the ongoing debate regarding the conceptualisation of value co-creation behaviour (Chan et al, 2022;Mitrega et al, 2022;Saha et al, 2020). Our findings demonstrate that different dimensions of value cocreation behaviour hold varying levels of importance and impact.…”

Section: Theoretical Contributionsmentioning

confidence: 76%

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Enhancing education service outcomes through value co-creation

Survilaite,

Auruskeviciene,

Židonis

et al. 2023

BJM

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PurposeThe purpose is to investigate the impact of the value co-creation behaviour of parents on a set of education service outcomes, including perceived school reputation, parent satisfaction and teacher competence.Design/methodology/approachAn online survey of 932 parents of primary and secondary school children was conducted. Canonical correlation analysis (general linear model) was used to test the impact of parental involvement in value co-creation behaviour on education service outcomes.FindingsValue co-creation behaviour has a positive impact on education service outcomes, but the impact differs depending on the type of behaviour. Parent citizenship behaviour positively affects satisfaction, school reputation and perceived teacher competence. However, parent participation behaviour positively affects satisfaction with the school and perceived teacher competence.Research limitations/implicationsThe study used self-reported data from parents, which may be biased and subject to errors. Future research could use more objective measures such as administrative records or teacher reports. The study's results are limited to one country, highlighting the need for further research in multiple countries.Practical implicationsThe study's findings have implications for education service providers in terms of the importance of supporting parental involvement in their child's school life via value co-creation behaviour.Originality/valueThe study contributes to the service dominant logic, value co-creation theory and educational marketing literature by providing the detailed empirical evidences of parents' value co-creation outcomes in the context of the primary and secondary schools.

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Section: Theoretical Contributionsmentioning

confidence: 76%

“…By employing a multi-dimensional type-study, we also contribute to the ongoing debate regarding the conceptualisation of value co-creation behaviour (Chan et al. , 2022; Mitrega et al.…”

Section: Discussionmentioning

confidence: 99%

Enhancing education service outcomes through value co-creation

Survilaite,

Auruskeviciene,

Židonis

et al. 2023

BJM

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“…They added that the effectiveness of the front desk staff most significantly impacts word-of-mouth recommendations. Moreover, Chan et al (2022) stated that interpersonal attraction considerably influenced CCB, which is more prominent when customers believe that the corporate culture is intensely customer-focused. In a nutshell, social benefits resulting from service employees' efforts in the context of services encouraged clients to repeat the purchase, pay more for it, and recommend it to others (Dandis et al, 2022).…”

Section: Discussionmentioning

confidence: 99%

“…A study by Mutsikiwa et al (2020) proved that hotel staff competence significantly and positively impacted customer intention to stay at a hotel. Moreover, employee attraction played a significant role in developing CCB (Chan et al, 2022). According to the previous discussion of the literature review, the researchers assume that:…”

Section: H2: Hotel Stay and Ambiance Has A Significant Positive Effec...mentioning

confidence: 99%

The impact of hotel brand experience on citizenship behavior of five-star hotel customers in Egypt

Ragab

Shabana

Al-Hendawy

2023

المجلة العلمیة للدراسات والبحوث المالیة والتجاریة

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Drawing on social exchange theory (SET), this study aims to investigate the impact of hotel brand experience (HBE) on developing customer citizenship behaviors (CCBs). A total number of (500) valid questionnaires were collected using convenience sampling to test the measurement model and hypotheses using SmartPLS 4.0.8.2. The results show that hotel brand experience dimensions have a significant impact on CCB, except for hotel location. Hotel staff competence, Hotel website, and social media, guest-to-guest experience, and hotel stay affected CCB, respectively. Thus, these findings help both academics and hotel managers. For academia, the research extends the growing literature that is concerned with experience branding. Moreover, researchers are encouraged to explore other variables that impact CCB directly or indirectly by mediating other variables. For hotel managers, these results will help them when they are tailoring their branding strategies, and the result will guide them to focus their effort on critical dimensions of their hotels' experiences.

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“…Most studies in this field have investigated the antecedents of customer citizenship behavior, which is defined as customers' helpful, voluntary behavior toward firms, service employees and other customers (Chan et al, 2017(Chan et al, , 2022. Gong and Yi (2021) categorize the antecedents into five groups: customer characteristics (e.g.…”

Section: Theoretical Background and Hypotheses Development Customer C...mentioning

confidence: 99%

Unpacking the relationship between customer citizenship behavior and dysfunctional customer behavior: the role of customer moral credits and entitlement

Gong

Wang

2023

JSTP

Self Cite

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PurposeWhile the positive effects of customer citizenship behavior are well established, research on its potential negative consequences is scarce. This study aims to examine the indirect relationship between customer citizenship and dysfunctional customers via customer moral credits and entitlement, as well as the moderating influence of customer citizenship fatigue.Design/methodology/approachStudy 1 employed a cross-sectional design with a self-administered survey. The data were collected from 314 customers using an online research panel. In Study 2, the authors manipulated customer citizenship behavior using 203 participants to establish causality and rule out alternative explanations of the findings of Study 1. In Study 3, the authors replicated Study 2 and enhanced internal validity by using a more controlled experimental design using 128 participants.FindingsThis study shows that when customer citizenship fatigue is high, customer citizenship behavior elicits customer moral credit, which leads to customer entitlement and, in turn, promotes dysfunctional customer behavior. Conversely, when customer citizenship fatigue is low, customer citizenship behavior does not generate moral credit or entitlement, preventing dysfunctional customer behavior.Practical implicationsThe study shows that promoting customer citizenship behavior does not always lead to positive outcomes. Therefore, when promoting customer citizenship behavior, managers should consider the psychological licensing process and ways to mitigate the influence of moral credits.Originality/valueThis study challenges common wisdom and investigates the dark side of customer citizenship behavior. Specifically, it demonstrates that customer citizenship behavior could backfire (e.g. dysfunctional customer behavior). It also shows that only customers who experience a high level of fatigue from their citizenship behaviors are psychologically licensed to gain moral credit, leading to dysfunctional customer behavior.

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Demystifying the impact of customer participation on citizenship behaviors through interpersonal attraction and its contingencies

Cited by 13 publications

References 77 publications

Enhancing education service outcomes through value co-creation

Enhancing education service outcomes through value co-creation

The impact of hotel brand experience on citizenship behavior of five-star hotel customers in Egypt

Unpacking the relationship between customer citizenship behavior and dysfunctional customer behavior: the role of customer moral credits and entitlement

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