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Customer citizenship behaviours : towards the development of a typology

Bove, Liliana, Robertson, Nichola and Pervan, Simon 2003, Customer citizenship behaviours : towards the development of a typology, in ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings, University of South Australia, Adelaide, S.A., pp. 331-338.

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Title Customer citizenship behaviours : towards the development of a typology
Author(s) Bove, Liliana
Robertson, Nichola
Pervan, Simon
Conference name Australian & New Zealand Marketing Academy. Conference (2003 : Adelaide, South Australia)
Conference location Adelaide, South Australia
Conference dates 1-3 December 2003
Title of proceedings ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings
Editor(s) Kennedy, Rachel
Publication date 2003
Conference series Australian & New Zealand Marketing Academy Conference
Start page 331
End page 338
Publisher University of South Australia
Place of publication Adelaide, S.A.
Keyword(s) customer citizenship behaviours
consumer services
positive word of mouth
service improvement suggestions and participation
Summary Eight types of customer citizenship behaviours were extracted from the existing marketing literature, and the more developed organisational citizenship behaviour literature. These included: positive word of mouth behaviour; suggestions for service improvements; participation in organisation events/activities; benevolent acts of service facilitation; policing of other customers; flexibility; voice and displays of relationship affiliation. Although citizenship behaviours such as positive word-ofmouth and voice have established empirical measures, the other types of customer citizenship behaviours do not. The objective of this study, therefore, was to source, adapt and derive measures for each of the eight identified citizenship behaviours. Using exploratory and confirmatory factor analysis, these measures were validated across three service contexts.
ISBN 0868039837
9780868039831
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2003, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009805

Document type: Conference Paper
Collections: Deakin Graduate School of Business
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