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Customer citizenship behaviours : towards the development of a typology

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conference contribution
posted on 2003-01-01, 00:00 authored by L Bove, Nichola RobertsonNichola Robertson, Simon Pervan
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.

History

Event

Australian & New Zealand Marketing Academy. Conference (2003 : Adelaide, South Australia)

Pagination

331 - 338

Publisher

University of South Australia

Location

Adelaide, South Australia

Place of publication

Adelaide, S.A.

Start date

2003-12-01

End date

2003-12-03

ISBN-13

9780868039831

ISBN-10

0868039837

Language

eng

Publication classification

E1.1 Full written paper - refereed

Copyright notice

2003, The Authors

Editor/Contributor(s)

R Kennedy

Title of proceedings

ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings

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