The Impact of Other Customers on Customer Citizenship Behavior

ABSTRACT Despite extensive research on the antecedents of customer citizenship behavior, the influence of other customers remains a neglected area in service research. Drawing on social information processing and interpersonal influence theories, this article investigates how citizenship behavior of...

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Published inPsychology & marketing Vol. 30; no. 4; pp. 341 - 356
Main Authors Yi, Youjae, Gong, Taeshik, Lee, Hyojin
Format Journal Article
LanguageEnglish
Published Hoboken Blackwell Publishing Ltd 01.04.2013
Wiley
Wiley Periodicals Inc
Subjects
Citizenship
Consumer behavior
Credibility
Customers
Dienstleistungssektor
Influence
Konsumentenverhalten
Social identity
Studies
Online AccessGet full text

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Abstract ABSTRACT Despite extensive research on the antecedents of customer citizenship behavior, the influence of other customers remains a neglected area in service research. Drawing on social information processing and interpersonal influence theories, this article investigates how citizenship behavior of focal customers is shaped by citizenship behavior of other customers. This study also examines how informational influence in the form of other‐customer credibility and normative influence in the form of customer social identity moderate this relationship. Using qualitative and quantitative data, this study shows that other‐customer citizenship behavior drives focal customer citizenship behavior. This link is also moderated by informational influence (other‐customer credibility) and normative influence (social identity). From a theoretical standpoint, the findings provide preliminary evidence that other‐customer focus is critical to an understanding of customer citizenship behavior. This study also identifies the boundary conditions for these relationships. From a practical standpoint, the findings suggest that managers need to identify and pay attention to customers who exhibit citizenship behavior so that customer citizenship behavior is reciprocated and extended to other customers in the service encounter.
AbstractList Despite extensive research on the antecedents of customer citizenship behavior, the influence of other customers remains a neglected area in service research. Drawing on social information processing and interpersonal influence theories, this article investigates how citizenship behavior of focal customers is shaped by citizenship behavior of other customers. This study also examines how informational influence in the form of other‐customer credibility and normative influence in the form of customer social identity moderate this relationship. Using qualitative and quantitative data, this study shows that other‐customer citizenship behavior drives focal customer citizenship behavior. This link is also moderated by informational influence (other‐customer credibility) and normative influence (social identity). From a theoretical standpoint, the findings provide preliminary evidence that other‐customer focus is critical to an understanding of customer citizenship behavior. This study also identifies the boundary conditions for these relationships. From a practical standpoint, the findings suggest that managers need to identify and pay attention to customers who exhibit citizenship behavior so that customer citizenship behavior is reciprocated and extended to other customers in the service encounter.
ABSTRACT Despite extensive research on the antecedents of customer citizenship behavior, the influence of other customers remains a neglected area in service research. Drawing on social information processing and interpersonal influence theories, this article investigates how citizenship behavior of focal customers is shaped by citizenship behavior of other customers. This study also examines how informational influence in the form of other‐customer credibility and normative influence in the form of customer social identity moderate this relationship. Using qualitative and quantitative data, this study shows that other‐customer citizenship behavior drives focal customer citizenship behavior. This link is also moderated by informational influence (other‐customer credibility) and normative influence (social identity). From a theoretical standpoint, the findings provide preliminary evidence that other‐customer focus is critical to an understanding of customer citizenship behavior. This study also identifies the boundary conditions for these relationships. From a practical standpoint, the findings suggest that managers need to identify and pay attention to customers who exhibit citizenship behavior so that customer citizenship behavior is reciprocated and extended to other customers in the service encounter.
Despite extensive research on the antecedents of customer citizenship behavior, the influence of other customers remains a neglected area in service research. Drawing on social information processing and interpersonal influence theories, this article investigates how citizenship behavior of focal customers is shaped by citizenship behavior of other customers. This study also examines how informational influence in the form of other-customer credibility and normative influence in the form of customer social identity moderate this relationship. Using qualitative and quantitative data, this study shows that other-customer citizenship behavior drives focal customer citizenship behavior. This link is also moderated by informational influence (other-customer credibility) and normative influence (social identity). From a theoretical standpoint, the findings provide preliminary evidence that other-customer focus is critical to an understanding of customer citizenship behavior. This study also identifies the boundary conditions for these relationships. From a practical standpoint, the findings suggest that managers need to identify and pay attention to customers who exhibit citizenship behavior so that customer citizenship behavior is reciprocated and extended to other customers in the service encounter. [PUBLICATION ABSTRACT]
Author Yi, Youjae
Gong, Taeshik
Lee, Hyojin
Author_xml – sequence: 1
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  givenname: Taeshik
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  fullname: Gong, Taeshik
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  givenname: Hyojin
  surname: Lee
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  organization: Ohio State University
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PublicationDate April 2013
PublicationDateYYYYMMDD 2013-04-01
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  year: 2013
  text: April 2013
PublicationDecade 2010
PublicationPlace Hoboken
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PublicationTitle Psychology & marketing
PublicationTitleAlternate Psychol. Mark
PublicationYear 2013
Publisher Blackwell Publishing Ltd
Wiley
Wiley Periodicals Inc
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– name: Wiley Periodicals Inc
References Homburg, C., Workman, J. P., & Jensen, O. (2000). Fundamental changes in marketing organization: The movement toward a customer-focused organizational structure. Journal of the Academy of Marketing Science, 28, 459-478.
Sternthal, B., Dholakia, R., & Leavitt, C. (1978). The persuasive effect of source credibility: Tests of cognitive response. Journal of Consumer Research, 4, 252-260.
Hughes, D. E., & Ahearne, M. (2010). Energizing the reseller's sales force: The power of brand identification. Journal of Marketing, 74, 81-96.
Blau, G. J., & Katerberg, R. (1982). Toward enhancing research with the social information processing approach to job design. Academy of Management Review, 7, 543-550.
Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and voice mail emotion/adoption study. Information Systems Research, 14, 189-217.
McCracken, G. (1988). The long interview. Thousand Oaks, CA: SAGE Publications.
Salancik, G. R., & Pfeffer, J. (1978). A social information processing approach to job attitudes and task design. Administrative Science Quarterly, 23, 224-253.
Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing. Journal of Applied Psychology, 90, 574-585.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16, 310-321.
Yi, Y., & Gong, T. (in press). Customer value co-creation behavior: Scale development and validation. Journal of Business Research.
Ahearne, M., Gruen, T. W., & Jarvis, C. B. (1999). If looks could sell: Moderation and mediation of the attractiveness effect on salesperson performance. International Journal of Research in Marketing, 16, 269-284.
Braunsberger, K., & Munch, J. M. (1998). Source expertise versus experience effects in hospital advertising. Journal of Services Marketing, 12, 23-38.
Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. Journal of Abnormal and Social Psychology, 51, 629-636.
Ferguson, M., & Barry, B. (2011). I know what you did: The effects of interpersonal deviance on bystanders. Journal of Occupational Health Psychology, 16, 80-94.
Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2007). Customer-to-customer exchange: Its MOA antecedents and its impact on value creation and loyalty. Journal of the Academy of Marketing Science, 35, 537-549.
Yi, Y., & Gong, T. (2008b). If employees "go the extra mile," do customers reciprocate with similar behavior? Psychology & Marketing, 25, 961-986.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74-94.
Argo, J. J., Dahl, D. W., & Morales, A. C. (2008). Positive consumer contagion: Response to attractive others in a retail context. Journal of Marketing Research, 45, 690-701.
Workman, J. P., Homburg, C., & Gruner K. (1998). Marketing organization: An integrative framework of dimensions and determinants. Journal of Marketing, 62, 21-41.
Dommeyer, C. J. (2008). The effects of the researcher's physical attractiveness and gender on mail survey response. Psychology & Marketing, 25, 47-70.
Porath, C. L., & Erez, A. (2009). Overlooked but not untouched: How rudeness reduces onlookers' performance on routine and creative tasks. Organizational Behavior and Human Decision Processes, 109, 29-44.
Bommer, W. H., Miles, E. W., & Grover, S. L. (2003). Does one good turn deserve another? Coworker influences on employee citizenship. Journal of Organizational Behavior, 24, 181-196.
Lengnick-Hall, C. A., Claycomb, V., & Inks, L. W. (2000). From recipient to contributor: Examining customer roles and experienced outcomes. European Journal of Marketing, 34, 359-383.
McNeely, B. L., & Meglino, B. M. (1994). The role of dispositional and situational antecedents in prosocial organizational behavior: An examination of the intended beneficiaries of prosocial behavior. Journal of Applied Psychology, 79, 836-844.
Mangleburg, T. F., Doney, P. M., & Bristol, T. (2004). Shopping with friends and teens' susceptibility to peer influence. Journal of Retailing, 80, 101-116.
Gruen, T. W. (1995). The outcome set of relationship marketing in consumer markets. International Business Review, 4, 447-469.
Newell, S. J., & Goldsmith, R. E. (2001). The development of a scale to measure perceived corporate credibility. Journal of Business Research, 52, 235-247.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19, 39-52.
Podsakoff, P. M., MacKenzie, S. B., Lee, J., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommendation remedies. Journal of Applied Psychology, 88, 879-903.
Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31, 7-27.
Davis, D. F., Golicic, S. L., & Boerstler, C. N. (2011). Benefits and challenges of conducting multiple methods research in marketing. Journal of the Academy of Marketing Science, 39, 467-447.
Glomb, T. M., & Liao, H. (2003). Interpersonal aggression in work groups: Social influence, reciprocal, and individual effects. Academy of Management Journal, 46, 486-496.
Williams, L. J., & Anderson, S. E. (1991). Job satisfaction and organizational commitment as predictors of organizational citizenship and in-role behaviors. Journal of Management, 17, 601-617.
Childers, T. L., & Rao, A. R. (1992). The influence of familial and peer-based reference groups on consumer decisions. Journal of Consumer Research, 19, 198-211.
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15, 473-481.
Grove, S. J., & Fisk, R. P. (1997). The impact of other customers on service experiences: A critical incident examination. Journal of Retailing, 73, 63-85.
Ellemers, N., Kortekaas, P., & Ouwerkerk, J. W. (1999). Self-categorisation, commitment to the group and group self-esteem as related but distinct aspects of social identity. European Journal of Social Psychology, 29, 371-389.
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., et al. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13, 253-266.
Yi, Y., & Gong, T. (2008a). The effects of customer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior. Industrial Marketing Management, 37, 767-783.
Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective. Journal of Marketing, 74, 128-146.
Eagly, A. H., & Chaiken, S. (1975). An attributional analysis of the effect of communicator characteristics on opinion change: The case of communicator attractiveness. Journal of Personality and Social Psychology, 32, 136-144.
Eby, L. T., Lockwood, A. L., & Butts, M. (2006). Perceived support for mentoring: A multiple perspectives approach. Journal of Vocational Behavior, 68, 267-291.
van Jaarsveld, D. D., Walker, D. D., & Skarlicki, D. P. (2010). The role of job demands and emotional exhaustion in the relationship between customer and employee incivility. Journal of Management, 36, 1486-1504.
Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers' relationships with companies. Journal of Marketing, 67, 76-88.
Park, C. W., & Lessig, V. P. (1977). Students and housewives: Differences in susceptibility to reference group influence. Journal of Consumer Research, 4, 102-110.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54, 1-18.
Yi, Y., Nataraajan, R., & Gong, T. (2011). Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention. Journal of Business Research, 64, 87-95.
Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23, 45-61.
Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73, 383-406.
Lee, K., & Allen, N. J. (2002). Organizational citizenship behavior and workplace deviance: The role of affect and cognitions. Journal of Applied Psychology, 87, 131-142.
Thompson, C. J., Rindfleisch, A., & Arsel, Z. (2006). Emotional branding and the strategic value of the doppelganger brand image. Journal of Marketing, 70, 50-64.
Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54, 69-82.
Dholakia, U. M., Blazevic, V., Wiertz, C., & Algesheimer, R. (2009). Communal service delivery: How customers benefit from participation in firm-hosted virtual P3 communities. Journal of Service Research, 12, 208-226.
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9, 183-194.
Liang, H., Saraf, N., Hu, Q., & Xue, Y. (2007). Assimilation of enterprise systems: The effect of institutional pressures and the mediating role of top management. MIS Quarterly, 31, 59-87.
Adjei, M. T., Noble, S. M., & Noble, C. H. (2010). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy of Marketing Science, 38, 634-653.
Rosenbaum, M. S., & Massiah, C. A. (2007). When customers receive support fro
2006; 70
1990; 54
1991; 17
2008a; 37
2010; 13
1990; 19
1978; 4
2003; 14
1992; 19
2007; 31
1998; 41
2011; 16
2007; 35
2009; 12
2010; 25
2006; 23
1978; 23
2006; 68
2003; 6
1999; 16
2002; 87
2011; 72
1982; 9
2008; 25
2003; 46
2011; 64
2007; 9
1982; 7
2005; 31
1999; 10
1994; 79
2004; 80
1955; 51
1998; 12
2010; 74
2001; 52
2003; 88
1988
2010; 38
2009; 62
2010; 36
2009; 20
2000; 28
2005; 90
1999; 29
1988; 16
2000; 64
2005
1975; 32
2011; 39
1998; 62
1995; 4
1997; 73
1990; 23
2000; 34
2003; 24
1977; 4
2008; 45
2008b; 25
1989; 15
1989; 16
2009; 109
2009; 37
2003; 67
2012; 40
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References_xml – reference: Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54, 69-82.
– reference: Dholakia, U. M., Blazevic, V., Wiertz, C., & Algesheimer, R. (2009). Communal service delivery: How customers benefit from participation in firm-hosted virtual P3 communities. Journal of Service Research, 12, 208-226.
– reference: Hughes, D. E., & Ahearne, M. (2010). Energizing the reseller's sales force: The power of brand identification. Journal of Marketing, 74, 81-96.
– reference: Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and voice mail emotion/adoption study. Information Systems Research, 14, 189-217.
– reference: Porath, C. L., & Erez, A. (2009). Overlooked but not untouched: How rudeness reduces onlookers' performance on routine and creative tasks. Organizational Behavior and Human Decision Processes, 109, 29-44.
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– reference: Braunsberger, K., & Munch, J. M. (1998). Source expertise versus experience effects in hospital advertising. Journal of Services Marketing, 12, 23-38.
– reference: Lee, K., & Allen, N. J. (2002). Organizational citizenship behavior and workplace deviance: The role of affect and cognitions. Journal of Applied Psychology, 87, 131-142.
– reference: Thompson, C. J., Rindfleisch, A., & Arsel, Z. (2006). Emotional branding and the strategic value of the doppelganger brand image. Journal of Marketing, 70, 50-64.
– reference: Sternthal, B., Dholakia, R., & Leavitt, C. (1978). The persuasive effect of source credibility: Tests of cognitive response. Journal of Consumer Research, 4, 252-260.
– reference: Yi, Y., Nataraajan, R., & Gong, T. (2011). Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention. Journal of Business Research, 64, 87-95.
– reference: Eby, L. T., Lockwood, A. L., & Butts, M. (2006). Perceived support for mentoring: A multiple perspectives approach. Journal of Vocational Behavior, 68, 267-291.
– reference: Park, C. W., & Lessig, V. P. (1977). Students and housewives: Differences in susceptibility to reference group influence. Journal of Consumer Research, 4, 102-110.
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– reference: Davis, D. F., Golicic, S. L., & Boerstler, C. N. (2011). Benefits and challenges of conducting multiple methods research in marketing. Journal of the Academy of Marketing Science, 39, 467-447.
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– reference: Glomb, T. M., & Liao, H. (2003). Interpersonal aggression in work groups: Social influence, reciprocal, and individual effects. Academy of Management Journal, 46, 486-496.
– reference: Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19, 39-52.
– reference: Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9, 183-194.
– reference: Childers, T. L., & Rao, A. R. (1992). The influence of familial and peer-based reference groups on consumer decisions. Journal of Consumer Research, 19, 198-211.
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– reference: Homburg, C., Workman, J. P., & Jensen, O. (2000). Fundamental changes in marketing organization: The movement toward a customer-focused organizational structure. Journal of the Academy of Marketing Science, 28, 459-478.
– reference: Adjei, M. T., Noble, S. M., & Noble, C. H. (2010). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy of Marketing Science, 38, 634-653.
– reference: van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., et al. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13, 253-266.
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– reference: Salancik, G. R., & Pfeffer, J. (1978). A social information processing approach to job attitudes and task design. Administrative Science Quarterly, 23, 224-253.
– reference: Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23, 45-61.
– reference: McCracken, G. (1988). The long interview. Thousand Oaks, CA: SAGE Publications.
– reference: Yi, Y., & Gong, T. (2008b). If employees "go the extra mile," do customers reciprocate with similar behavior? Psychology & Marketing, 25, 961-986.
– reference: Argo, J. J., Dahl, D. W., & Morales, A. C. (2008). Positive consumer contagion: Response to attractive others in a retail context. Journal of Marketing Research, 45, 690-701.
– reference: Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31, 7-27.
– reference: Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2007). Customer-to-customer exchange: Its MOA antecedents and its impact on value creation and loyalty. Journal of the Academy of Marketing Science, 35, 537-549.
– reference: Bommer, W. H., Miles, E. W., & Grover, S. L. (2003). Does one good turn deserve another? Coworker influences on employee citizenship. Journal of Organizational Behavior, 24, 181-196.
– reference: Podsakoff, P. M., MacKenzie, S. B., Lee, J., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommendation remedies. Journal of Applied Psychology, 88, 879-903.
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– reference: Lengnick-Hall, C. A., Claycomb, V., & Inks, L. W. (2000). From recipient to contributor: Examining customer roles and experienced outcomes. European Journal of Marketing, 34, 359-383.
– reference: Workman, J. P., Homburg, C., & Gruner K. (1998). Marketing organization: An integrative framework of dimensions and determinants. Journal of Marketing, 62, 21-41.
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– reference: Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers' relationships with companies. Journal of Marketing, 67, 76-88.
– reference: Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54, 1-18.
– reference: Ferguson, M., & Barry, B. (2011). I know what you did: The effects of interpersonal deviance on bystanders. Journal of Occupational Health Psychology, 16, 80-94.
– reference: Newell, S. J., & Goldsmith, R. E. (2001). The development of a scale to measure perceived corporate credibility. Journal of Business Research, 52, 235-247.
– reference: Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing. Journal of Applied Psychology, 90, 574-585.
– reference: Eagly, A. H., & Chaiken, S. (1975). An attributional analysis of the effect of communicator characteristics on opinion change: The case of communicator attractiveness. Journal of Personality and Social Psychology, 32, 136-144.
– reference: Ahearne, M., Gruen, T. W., & Jarvis, C. B. (1999). If looks could sell: Moderation and mediation of the attractiveness effect on salesperson performance. International Journal of Research in Marketing, 16, 269-284.
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– reference: Mangleburg, T. F., Doney, P. M., & Bristol, T. (2004). Shopping with friends and teens' susceptibility to peer influence. Journal of Retailing, 80, 101-116.
– reference: Yi, Y., & Gong, T. (2008a). The effects of customer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior. Industrial Marketing Management, 37, 767-783.
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– reference: van Jaarsveld, D. D., Walker, D. D., & Skarlicki, D. P. (2010). The role of job demands and emotional exhaustion in the relationship between customer and employee incivility. Journal of Management, 36, 1486-1504.
– reference: Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective. Journal of Marketing, 74, 128-146.
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  start-page: 359
  year: 2000
  end-page: 383
  article-title: From recipient to contributor: Examining customer roles and experienced outcomes
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– volume: 28
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  year: 2000
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  article-title: Fundamental changes in marketing organization: The movement toward a customer‐focused organizational structure
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  article-title: Service worker role in encouraging customer organizational citizenship behaviors
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Snippet ABSTRACT Despite extensive research on the antecedents of customer citizenship behavior, the influence of other customers remains a neglected area in service...
Despite extensive research on the antecedents of customer citizenship behavior, the influence of other customers remains a neglected area in service research....
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StartPage 341
SubjectTerms Citizenship
Consumer behavior
Credibility
Customers
Dienstleistungssektor
Influence
Konsumentenverhalten
Social identity
Studies
Title The Impact of Other Customers on Customer Citizenship Behavior
URI https://api.istex.fr/ark:/67375/WNG-8XWPCW94-K/fulltext.pdf
https://onlinelibrary.wiley.com/doi/abs/10.1002%2Fmar.20610
http://www.econis.eu/PPNSET?PPN=745172733
https://www.proquest.com/docview/1313184286
Volume 30
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