Effects of characteristics of in-store retail technology on customer citizenship behavior

Taeshik Gong, Chen-Ya Wang and Kangcheol Lee

Journal of Retailing and Consumer Services, 2022, vol. 65, issue C

Abstract: This paper investigates the effect of the characteristics of in-store retail technology on customer citizenship behavior (CCB) by adapting the job demands-resources theory, and explores how customer education moderates these relationships. Survey responses from 196 retail shoppers show that perceived complexity and perceived risk lead to customer exhaustion, resulting in decreasing CCB; while perceived advantage and perceived compatibility lead to customer engagement, resulting in increasing CCB. All these paths were found to be moderated by customer education. Managers could use the characteristics of in-store technology to increase CCB in their retail stores.

Keywords: Perceived complexity; Perceived risk; Perceived advantage; Perceived compatibility; Customer exhaustion; Customer engagement; Customer citizenship behavior (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921000540

DOI: 10.1016/j.jretconser.2021.102488

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