Effects of characteristics of in-store retail technology on customer citizenship behavior

This paper investigates the effect of the characteristics of in-store retail technology on customer citizenship behavior (CCB) by adapting the job demands-resources theory, and explores how customer education moderates these relationships. Survey responses from 196 retail shoppers show that perceive...

Full description

Saved in:
Bibliographic Details
Published inJournal of retailing and consumer services Vol. 65; p. 102488
Main Authors Gong, Taeshik, Wang, Chen-Ya, Lee, Kangcheol
Format Journal Article
LanguageEnglish
Published Elsevier Ltd 01.03.2022
Subjects
Customer citizenship behavior
Customer engagement
Customer exhaustion
Perceived advantage
Perceived compatibility
Perceived complexity
Perceived risk
Customer citizenship behavior
Perceived risk
Perceived compatibility
Perceived complexity
Customer exhaustion
Perceived advantage
Customer engagement
Online AccessGet full text

Cover

More Information
Summary:This paper investigates the effect of the characteristics of in-store retail technology on customer citizenship behavior (CCB) by adapting the job demands-resources theory, and explores how customer education moderates these relationships. Survey responses from 196 retail shoppers show that perceived complexity and perceived risk lead to customer exhaustion, resulting in decreasing CCB; while perceived advantage and perceived compatibility lead to customer engagement, resulting in increasing CCB. All these paths were found to be moderated by customer education. Managers could use the characteristics of in-store technology to increase CCB in their retail stores.
ISSN:0969-6989
1873-1384
DOI:10.1016/j.jretconser.2021.102488