Inclination to Help Other Customers—Insights from Explorative Study Among Young Population in China

Anna Dewalska-Opitek ()
Additional contact information
Anna Dewalska-Opitek: University of Economics in Katowice

A chapter in Eurasian Business Perspectives, 2020, pp 259-275 from Springer

Abstract: Abstract Customer citizenship behavior (CCB) is an important trend observed in the contemporary market. It may be described as an extra-role, voluntary behavior performed in favor of other customers or companies. One of the CCB dimensions is helping other customers. Our knowledge about factors determining this behavior is relatively week. Trying to fill the gap, this chapter discusses inclination to help other customers among the young population in China, both on the basis of literature review and explorative research conducted in 2018 on a sample of 114 Chinese respondents. The study proposes a 3-item measure of a latent variable explaining the intention to engage in helping behavior of the young Chinese population, and it illustrates empirically that this measure is distinct to some other measures of consumer behavior, namely consumer innovativeness and consumer needs fulfillment. The cultural background of the study is discussed, conclusions are drawn, and possible limitations and future research areas are indicated.

Keywords: Helping others; customer citizenship behavior; China (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:eurchp:978-3-030-52294-0_17

Ordering information: This item can be ordered from
http://www.springer.com/9783030522940

DOI: 10.1007/978-3-030-52294-0_17

Access Statistics for this chapter

More chapters in Eurasian Studies in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().