On linking the perceived values of mobile shopping apps, customer well-being, and customer citizenship behavior: Moderating role of customer intimacy

Karim Garrouch and Zohra Ghali

Journal of Retailing and Consumer Services, 2023, vol. 74, issue C

Abstract: Marketing studies that seek to determine the drivers of Customer Citizenship Behavior (CCB) are still relatively rare, especially for its multi-faceted relationship with perceived values in the context of online transactions. This study seeks to bridge this research gap by exploring the relationship between the perceived values of mobile shopping applications (MSApps) and CCB through perceived well-being based upon the social exchange theory. This study also makes another original contribution by investigating the moderating role of customer intimacy. A quantitative approach was adopted by collecting data through a web survey and then applying structural equation modelling, as well as cluster and multigroup analyses to test the proposed hypotheses. Perceived values were found to influence consumer well-being, thus predicting CCB, with consumer intimacy playing a significant moderating role in this relationship. This study is one of a few seeking to verify the drivers of CCB for MSApps, and it is the first of its kind to investigate consumer intimacy as a moderating factor. The findings will prove useful to providers of MSApps and retailers.

Keywords: Customer citizenship behavior; Customer intimacy; Mobile shopping apps; Perceived values; Well-being (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698923001431
Full text for ScienceDirect subscribers only

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:eee:joreco:v:74:y:2023:i:c:s0969698923001431

DOI: 10.1016/j.jretconser.2023.103396

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().