How commitment to fellow customers affects the customer-firm relationship and customer citizenship behavior

2014 ◽  
Vol 28 (2) ◽  
pp. 147-158 ◽  
Author(s):  
Susanne Curth ◽  
Sebastian Uhrich ◽  
Martin Benkenstein
Keyword(s):  
Service Provider ◽  
Affective Commitment ◽  
Service Providers ◽  
Service Organization ◽  
Citizenship Behavior ◽  
Content Type ◽  
Calculative Commitment ◽  
Customer Citizenship Behavior ◽  
Moderating Role

Purpose – The purpose of this paper is to analyze how affective commitment to fellow customers influences a customer's affective commitment to the service provider and customer citizenship behavior (CCB). In addition, the paper seeks to examine the moderating role of a customer's calculative commitment to the service organization. Design/methodology/approach – The study used a large-scale survey among customers of a health club and a scenario-based experiment to test the hypotheses. Findings – Both empirical studies provide evidence that affective commitment to fellow customers has positive consequences for the customer-firm-relationship. The findings suggest that commitment to fellow customers and commitment to the service organization influence very specific facets of customer citizenship behavior. In addition, the study found preliminary support for the moderating role of calculative commitment. Affective commitment to fellow customers showed the strongest effect on affective commitment to the provider in customer-firm relationships characterized by high (versus low) calculative commitment. Practical implications – The results of this research have a number of managerial implications. This study suggests measures to strengthen customer-firm-relationships, e.g. generating intensive exchange among customers or attraction of consumer pairs. Providing customers with platforms of valuable relationships to multiplex ties can be a competitive advantage for service providers. Originality/value – This article is the first that highlights the role of other customers as a target of customer commitment and how this commitment affects both the customer's relationship to the service provider and his or her customer citizenship behavior. The present study therefore broadens our knowledge of how bonding among customers influences consumer behavior in service settings.

scholarly journals Servitization strategies from customers’ perspective: the moderating role of co-creation

2019 ◽  
Vol 34 (3) ◽  
pp. 628-642 ◽  
Author(s):  
José L. Ruiz-Alba ◽  
Anabela Soares ◽  
Miguel A. Rodríguez-Molina ◽  
Dolores M. Frías-Jamilena
Keyword(s):  
Structural Equation ◽  
Business Models ◽  
Service Providers ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Content Type ◽  
The Impact ◽  
Moderating Role ◽  
Different Levels

Purpose This paper aims to investigate the moderating role of co-creation in the implementation of servitization strategies in the pharmaceutical industry in a business-to-business (B-to-B) context. More specifically, this investigation explores the impact of different levels of services (base, intermediate and advanced) on servitization and on performance by using co-creation as a moderating factor. Design/methodology/approach A research framework was developed and empirically tested in the pharmaceutical sector. Data collection was conducted through the online distribution of questionnaires. The final sample included 219 pharmacy stores, and the data were analysed using structural equation modelling. Findings Main findings suggest that when the level of co-creation of the design of services is high, there are significant effects of servitization on firm performance. The moderating effect of co-creation is illustrated in regard to intermediate and advanced services, but results referring to the impact of intermediate services on servitization appear non-significant with a low degree of co-creation. No significant effects could be found for the impact of base services on performance and servitization for both high and low degrees of co-creation. Findings show an impact of advanced services on performance through the mediating effect of servitization when the degree of co-creation is high. Originality/value Most research concerning servitization has been done from the perspective of manufacturers and service providers. This study adds value to the literature because it was designed from a customer’s perspective. Moreover, it contributes towards the conceptualization of the servitization research strategy and business models in a B2B context. This is accomplished through the investigation of the moderating effect of co-creation on the impact of the different levels of services on servitization and on performance.

Learning organization and organizational citizenship behaviour in West Malaysia: moderating role of team-oriented culture

2020 ◽  
Vol 44 (8/9) ◽  
pp. 847-864
Author(s):  
Patricia Yin Yin Lau ◽  
Sunyoung Park ◽  
Gary N. McLean
Keyword(s):  
Learning Organization ◽  
Organizational Citizenship ◽  
Organizational Citizenship Behavior ◽  
Synergistic Effects ◽  
Citizenship Behavior ◽  
Content Type ◽  
High Power Distance ◽  
The Relationship ◽  
Moderating Role

Purpose This study aims to examine the relationship between having a learning organization (LO) and organizational citizenship behavior (OCB), and the moderating role of team-oriented culture on this relationship. Design/methodology/approach Using 516 respondents from diverse industries in West Malaysia, the authors tested the psychometric properties of the three variables. Findings LO positively influenced OCB. Team-oriented culture moderated the relationship between having a LO and OCB. Originality/value This study helps explain how to achieve a LO in a context of high power distance and collectivist culture such as Malaysia. This study also highlights the importance of the anticipated synergistic effects of a LO and team-oriented culture in promoting OCB.

Corporate reputation and retail bank selection: the moderating role of brand image

2019 ◽  
Vol 48 (2) ◽  
pp. 109-127 ◽  
Author(s):  
Bedman Narteh ◽  
Mahama Braimah
Keyword(s):  
Service Provider ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Banking Sector ◽  
Brand Image ◽  
Retail Banking ◽  
Content Type ◽  
The Relationship ◽  
Moderating Role

Purpose Even though scholars have proposed multiple dimensions to measure corporate reputation, the relationship between these dimensions and service provider selection has received a dearth of research. Moreover, the moderating role of brand image on this relationship has hardly been considered. The purpose of this paper is to fill these gaps in the literature. Design/methodology/approach The study employed a quantitative approach, collecting data from 540 retail bank customers using surveys. Results were analyzed using structural equation modelling in AMOS. Findings The study found out that emotional engagement, corporate performance, customer centricism and service quality directly predicted customer selection of retail banks in Ghana. The results further indicated that brand image moderates the relationship between social and ethical engagement, which was not directly significant and bank selection. Practical implications The findings of the study indicate that some of the dimensions of corporate reputation have a direct impact on bank selection by customers, and that brand image could also be used to improve social and ethical dimension of corporate reputation to ensure bank selection by retail customers. The study thus provides practical guidelines for managing corporate reputation to achieve retail bank selection in Ghana. Originality/value The paper provides support to some of the prior studies on corporate reputation in the retail banking sector. Thus, the study provides useful insights into how corporate reputation can be managed to ensure service provider selection by retail bank customers.

The role of abusive supervision and organizational commitment on employees' information security policy noncompliance intention

2020 ◽  
Vol 30 (5) ◽  
pp. 1383-1405
Author(s):  
Bowen Guan ◽  
Carol Hsu
Keyword(s):  
Organizational Commitment ◽  
Security Policy ◽  
Affective Commitment ◽  
Abusive Supervision ◽  
Three Dimensions ◽  
Continuance Commitment ◽  
Content Type ◽  
The Relationship ◽  
Moderating Role

PurposeThe purpose of this paper is to investigate the association between abusive supervision and employees' information security policy (ISP) noncompliance intention, building on affective commitment, normative commitment and continuance commitment. The study also examines the moderating effect of perceived certainty and severity of sanctions on the relationship between the three dimensions of organizational commitment and ISP noncompliance intention.Design/methodology/approachSurvey methodology was used for data collection through a well-designed online questionnaire. Data was analyzed using the structural equation model with Amos v. 22.0 software.FindingsThis study demonstrates that abusive supervision has a significant, negative impact on affective, normative and continuance commitment, and the three dimensions of organizational commitment are negatively associated with employees' ISP noncompliance intention. Results also indicate that the moderating effect of perceived severity of sanctions is significant, and perceived certainty of sanctions plays a positive moderating role in the relationship between affective commitment and employees' ISP noncompliance intention.Practical implicationsFindings of this research are beneficial for organizational management in the relationships between supervisors and employees. These results provide significant evidence that avoiding abusive supervision is important in controlling employees' ISP noncompliance behavior.Originality/valueThis research fills an important gap in examining employees' ISP noncompliance intentions from the perspective of abusive supervision and the impact of affective, normative and continuance commitment on ISP noncompliance. The study is also of great value for information systems research to examine the moderating role of perceived certainty and severity of sanctions.

Brand experience and customer citizenship behavior: the role of brand relationship quality

2017 ◽  
Vol 34 (3) ◽  
pp. 268-280 ◽  
Author(s):  
Lishan Xie ◽  
Patrick Poon ◽  
Wenxuan Zhang
Keyword(s):  
Relationship Quality ◽  
Citizenship Behavior ◽  
Brand Experience ◽  
Content Type ◽  
Mediating Role ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Customer Citizenship Behavior ◽  
The Relationship

Purpose This paper aims to examine the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior. Design/methodology/approach Two studies were conducted in China. Data were collected via questionnaire surveys. Structural equation modeling and bootstrapping methods were used for data analyses. Findings Results show that brand relationship quality mediates the effects of the four dimensions of brand experience (i.e. sensory, affective, behavioral and intellectual) on the two aspects of customer citizenship behavior (i.e. toward other customers and toward the organization). In addition, service provider ratings can moderate the effect of brand relationship quality on customer citizenship behavior. Practical implications The findings suggest that marketing or service managers should build high quality of customer–brand relationship to enhance customer citizenship behaviors by providing memorable and pleasurable brand experiences. Brands with high ratings can facilitate the effect of brand relationship quality on customer citizenship behavior. Originality/value This research sheds light on the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior.

How perception of training impacts organizational citizenship behavior: power distance as moderator

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Khawaja Jehanzeb
Keyword(s):  
Organizational Commitment ◽  
Organizational Citizenship ◽  
Organizational Citizenship Behavior ◽  
Power Distance ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Content Type ◽  
The Relationship ◽  
Moderating Role

PurposeThe purpose of this study is to examine the relationship between perception of training, organizational commitment and organizational citizenship behavior. Moreover, the study examines the moderating role of power distance on the relationship between perception of training and organizational commitment.Design/methodology/approachUsing stratified sampling technique, the data were obtained from 379 employees working at branches of public and private banks located in five metropolitan cities in Pakistan. To test the established hypotheses, structural equation modeling technique was adopted using Analysis of Moment Structures (AMOS) 21.0.FindingsThe findings stated a significant relationship between perception of training and organizational citizenship behavior, but there was no relationship found between perception of training and organizational commitment. Moreover, organizational commitment partly mediated the relationship between perception of training and organizational citizenship behavior. The results also described that power distance moderates the relationship between perception of training and organizational commitment.Practical implicationsThe results of the study can be beneficial for banking sector and strategy makers who have extended vision and anticipate organizational citizenship behavior from their employees. The study also offers the scope and space for the prospective researchers and scholars to carry out further research.Originality/valueThere is extensive literature available on the relationship between perception of training, organizational commitment and organizational citizenship behavior. However, it is observed that very few studies took the opportunity to examine the moderating role of power distance on the relationship between perception of training and organizational commitment, particularly in the context of Pakistan. Therefore, this study can be considered as original and have a great value in understanding the developed relationships in the scenario of Pakistan.

Examining the role of customer engagement in augmenting referral value

2019 ◽  
Vol 29 (5/6) ◽  
pp. 539-564
Author(s):  
Gurjeet Kaur Sahi ◽  
Rita Devi ◽  
Satya Bhusan Dash
Keyword(s):  
Social Exchange ◽  
Service Provider ◽  
Structural Equation ◽  
Service Providers ◽  
Reliability And Validity ◽  
Customer Engagement ◽  
Motivation Theory ◽  
Content Type ◽  
The Impact

Purpose The purpose of this paper is to examine the impact of a customer engagement-enabling platform on a value captured by the firm and value acquired by the customer. It explores the relevance of relational and expertise value for customers during the engagement process so as to ensure positive referrals about the service provider. Design/methodology/approach Using a sample of 482 students, the study examines the customer engagement efforts of professional institutes that provide training to prepare for the civil service examinations of the Union Public Service Commission. The survey is confined to central areas of New Delhi, India. Statistical techniques including confirmatory factor analysis and structural equation modelling are used to analyse the data, and reliability and validity tests are performed. Findings The findings reveal the indispensable role of service providers as creators of a meaningful effective learning process and of interpersonal relations with customers for generating more business through customer referrals. Research limitations/implications The study validated the moderating role of relational value between customers’ expertise value and their referrals on the basis of motivation theory, which asserts that customers’ motivation to contribute to the organisation is driven by the individuals’ extrinsic relational need for belongingness, acceptance by like-minded individuals, and feedback, recognition and respect from employees of the organisation. Originality/value The study contributes to the existing literature by integrating the well-developed social exchange and motivation theory so as to investigate the factors that propel customers’ positive word of mouth for the service provider.

scholarly journals The impact of corporate social responsibility on customer citizenship behavior: The mediating role of customer-company identification and moderating role of generation.

2020 ◽  
Vol 1 (1) ◽  
pp. 10-21
Author(s):  
Fatima Alhouz ◽  
Abdulbaset Hasouneh
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Citizenship Behavior ◽  
Strong Impact ◽  
Company Identification ◽  
Customer Citizenship Behavior ◽  
Corporate Social ◽  
The Impact ◽  
Moderating Role

This study investigates the impact of corporate social responsibility (CSR) on customer citizenship behavior in the hospitality industry. Further, it explores the mediation effect of customer-company identification and the moderating role of generation in the CSR-customer citizenship behavior relationship. Data from 430 customers have been collected from five-star hotels in North Cyprus and the structural equation model has been employed to test the study hypotheses. The results revealed that CSR has a strong impact on customer citizenship behavior. Further, customer-company identification partially mediated the positive relationship between CSR and customer citizenship behavior. Moreover, generation moderates CSR and customer citizenship behavior relationship.

Sign in / Sign up

Export Citation Format

Share Document