Investigating Moderating Role of Customer Participation in Customer-based Corporate Reputation and Customer Citizenship Behavior

2014 ◽  
Vol 3 (3) ◽  
pp. 64-75 ◽  
Author(s):  
Nidhi Aggarwal
Keyword(s):  
Corporate Reputation ◽  
Customer Participation ◽  
Citizenship Behavior ◽  
Customer Citizenship Behavior ◽  
Moderating Role

scholarly journals The nexus between corporate philanthropy and customer citizenship behavior: The role of corporate reputation and customer socialization.

2020 ◽  
Vol 1 (1) ◽  
pp. 22-33
Author(s):  
Linart Janbout
Keyword(s):  
Corporate Reputation ◽  
Corporate Philanthropy ◽  
Mediation Effect ◽  
Citizenship Behavior ◽  
Socially Responsible ◽  
Moderation Effect ◽  
Customer Citizenship Behavior ◽  
The Impact ◽  
The Relationship

Corporate philanthropy is one of the most debated topics among scholars for socially responsible firms. This study examines the impact of corporate philanthropy on customer citizenship behavior. Furthermore, this study aims to investigate the mediation effect of corporate reputation as well as the moderation effect of customer socialization on the relationship between corporate philanthropy and customer citizenship behavior. The population of this study consists of 393 students from one university in North Cyprus. Using the regression analysis method, the findings of this study revealed that corporate philanthropy positively affects customer citizenship behavior and such a relationship is partially mediated by corporate reputation. The result of the interaction effect reported for a positive significant effect of customer socialization on the relationship between corporate philanthropy and customer citizenship behavior. The research contributes to the literature by providing empirical findings on the relationship between corporate philanthropy and customer citizenship behavior as well as examining the underline mechanisms of how and under what conditions corporate philanthropy enhances customer citizenship behavior.

scholarly journals Investigating the Role of Customer Co-Creation Behavior on Social Media Platforms in Rendering Innovative Services

2020 ◽  
Vol 12 (17) ◽  
pp. 6926
Author(s):  
Ali Moghadamzadeh ◽  
Pejman Ebrahimi ◽  
Soodabeh Radfard ◽  
Aidin Salamzadeh ◽  
Datis Khajeheian
Keyword(s):  
Social Media ◽  
Business Environment ◽  
Customer Participation ◽  
Citizenship Behavior ◽  
Online Questionnaire ◽  
Web 3.0 ◽  
Social Media Platforms ◽  
Social Media Tools ◽  
Customer Citizenship Behavior

The emergence of social media platforms as the main representatives of Web 3.0 applications significantly impacts the co-creation activities among enterprises, customers, and other stakeholders, and has enabled firms to benefit from creativity and ideas of their users and customers for developing and rendering innovative services. This study aims to investigate how the co-creation activities of users on social media platforms have an effect on the enterprises’ innovative services. For this purpose, the authors surveyed customers of innovative services who used social media platforms to meet their needs from the enterprises that innovatively offer such services. An online questionnaire was designed and distributed among the sample of customers, and 505 completed questionnaires were analyzed following the PLS-SEM approach. The findings revealed that customer citizenship behavior and customer participation behavior on social media platforms positively affect the rendering of innovative services. Findings also highlighted that an increase in social co-creation activities, as moderator, positively affects customer citizenship behavior on service innovativeness, and negatively affects customer participation behavior on service innovativeness. The findings of this research could be useful for entrepreneurs and managers of the enterprises that offer innovative services to efficiently use social media tools to benefit from the customers’ co-creation activities and to perform more competitively and sustainably in a hostile business environment.

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.

Philanthropic corporate social responsibility, consumer attitudes, brand preference, and customer citizenship behavior: Older adult employment as a moderator

2019 ◽  
Vol 47 (7) ◽  
pp. 1-10 ◽  
Author(s):  
Jinsoo Hwang ◽  
Sun-bai Cho ◽  
Woohyoung Kim
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Older Adult ◽  
Consumer Attitudes ◽  
Citizenship Behavior ◽  
Brand Preference ◽  
Customer Citizenship Behavior ◽  
Corporate Social ◽  
Moderating Role

In this study we examined whether philanthropic corporate social responsibility (PCSR) has a positive influence on consumer attitudes and brand preference, and if this, in turn, positively affects customer citizenship behavior. In addition, we explored whether, when consumers perceive that a company tries to solve social problems, they are more likely to have favorable attitudes toward the company, and proposed the moderating role of older adult employment in this relationship. The results indicated that PCSR was an important predictor of consumer attitudes and brand preference. In addition, consumer attitudes had a positive effect on advocacy and tolerance, whereas brand preference positively affected all types of customer citizenship behavior. Last, we found a moderating role of older adult employment in the relationship between PCSR and consumer attitudes and between PCSR and brand preference.

The Impact of Service Scripts on Customer Citizenship Behavior and the Moderating Role of Employee Customer Orientation

2014 ◽  
Vol 31 (12) ◽  
pp. 1096-1109 ◽  
Author(s):  
Helena Nguyen ◽  
Markus Groth ◽  
Gianfranco Walsh ◽  
Thorsten Hennig-Thurau
Keyword(s):  
Customer Orientation ◽  
Citizenship Behavior ◽  
Customer Citizenship Behavior ◽  
The Impact ◽  
Moderating Role

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.

Determinants of Co-creative Behaviour of Patients: A Case Study in Jammu

2016 ◽  
Vol 4 (1) ◽  
Author(s):  
Jyoti Sharma ◽  
Lata Raj ◽  
Anil Gupta
Keyword(s):  
Customer Value ◽  
Research Area ◽  
Point Of View ◽  
Customer Participation ◽  
Citizenship Behavior ◽  
Future Research ◽  
Creative Behavior ◽  
Customer Profiling ◽  
Customer Citizenship Behavior ◽  
Lifestyle Diseases

The purpose of this study is to measure the existence of co-creation behavior between doctors and patients. The research also studies customer participation and customer citizenship behavior as the dimensions of co-creative behavior and tries to establish the relationship between co-creative behavior and satisfaction. This study uses Yi and Gong (2013) scale for collecting data regarding co-creation behavior and its dimensions which are customer participation (CP) and customer citizenship behavior (CCB). The data was collected from 204 patients who were suffering from various chronic/lifestyle diseases and getting their treatment from private clinics in Jammu city. The study uses 7-point Likert scale in the questionnaire ranging from 1 completely disagree through 7 completely agree, with a midpoint labeled 4 neither agree nor disagree. The analysis of paper reflects that co-creation behavior is prevalent among the patients and not only participation but the citizenship behavior also affects the co-creation behavior of patients. The study is conducted from patients point of view whereas doctors perspective should also be used in future research. The research area is restricted to Jammu city only. The research provides several implications-doctors can also use this scale for market segmentation and customer profiling for maximizing customer value co-creation behavior by gaining the useful information.

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