CUSTOMER CITIZENSHIP BEHAVIOR: SCALE DEVELOPMENT AND VALIDATION

Cuneyd Ikbal Sarioglu
Additional contact information
Cuneyd Ikbal Sarioglu: Kocaeli University, Hereke Vocational College

Management and Marketing Journal, 2020, vol. XVIII, issue 1, 57-72

Abstract: Customer citizenship behaviors (CCB) in service sector stand out as an important means of promoting the survival of firms in a rapidly increasing competitive environment. Yet, customer citizenship behavior has not been studied sufficiently and remained a weakness according to the organizational citizenship literature. In this study, it is aimed to develop a customer citizenship behavior scale which is broader than the existing ones in the literature and can be easily adapted to different cultures and languages. In the research part, data were derived from 887 users of GSM service, which is used almost in the same way in every societies. The results present that CCB has seven sub-dimensions named as providing feedback, positive word of mouth, helping other customers, policing of other customers, suggestion for service improvement, participation to firm activities, and intention to use.

Keywords: customer citizenship behavior; scale development and validation; measurement procedure; confirmatory factor analysis (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://mnmk.ro/en/documents/2020_1/4-5-1-20.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xviii:y:2020:i:1:p:57-72

Access Statistics for this article

Management and Marketing Journal is currently edited by Tudor Nistorescu

More articles in Management and Marketing Journal from University of Craiova, Faculty of Economics and Business Administration Contact information at EDIRC.
Bibliographic data for series maintained by Catalin Barbu ().