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...
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| Published in | Journal of retailing and consumer services Vol. 65; p. 102488 |
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| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
Elsevier Ltd
01.03.2022
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| Subjects | |
| Online Access | Get full text |
| ISSN | 0969-6989 1873-1384 |
| DOI | 10.1016/j.jretconser.2021.102488 |
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| Abstract | 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. |
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| AbstractList | 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. |
| ArticleNumber | 102488 |
| Author | Gong, Taeshik Wang, Chen-Ya Lee, Kangcheol |
| Author_xml | – sequence: 1 givenname: Taeshik surname: Gong fullname: Gong, Taeshik email: gongts@hanyang.ac.kr organization: College of Business and Economics, Hanyang University ERICA, 55 Hanyangdaehak-ro, Sangnok-gu, Ansan, Gyeonggi-do, 15588, Republic of Korea – sequence: 2 givenname: Chen-Ya surname: Wang fullname: Wang, Chen-Ya email: cywang@iss.nthu.edu.tw organization: Institute of Service Science, College of Technology Management, National Tsing Hua University, 101, Sec. 2, Kuang-Fu Road, Hsinchu, 30013, Taiwan – sequence: 3 givenname: Kangcheol surname: Lee fullname: Lee, Kangcheol email: lkc1215@hanyang.ac.kr organization: College of Business and Economics, Hanyang University ERICA, 55 Hanyangdaehak-ro, Sangnok-gu, Ansan, Gyeonggi-do, 15588, Republic of Korea |
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| Keywords | Customer citizenship behavior Perceived risk Perceived compatibility Perceived complexity Customer exhaustion Perceived advantage Customer engagement |
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| SubjectTerms | Customer citizenship behavior Customer engagement Customer exhaustion Perceived advantage Perceived compatibility Perceived complexity Perceived risk |
| Title | Effects of characteristics of in-store retail technology on customer citizenship behavior |
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