The Impact of Other Customers on Customer Citizenship Behavior

• Published in: Psychology & marketing Vol. 30; no. 4; pp. 341 - 356
• Main Authors: Yi, Youjae, Gong, Taeshik, Lee, Hyojin
• Format: Journal Article
• Language: English
• Published: Hoboken Blackwell Publishing Ltd 01.04.2013; Wiley; Wiley Periodicals Inc
• Subjects: Citizenship; Consumer behavior; Credibility; Customers; Dienstleistungssektor; Influence; Konsumentenverhalten; Social identity; Studies

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...