Encounter-based antecedents of e-customer citizenship behaviors
Purpose – In the marketing and consumer behavior literature, much remains to be explained about customer citizenship behavior in a highly technological e-retailing context. The purpose of this paper is to present the results of a survey of 186 e-shoppers which was conducted grounded in the social ex...
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| Published in: | The Journal of services marketing , Vol.27 (2), p.130-140 |
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| Main Authors: | , |
| Format: | Article |
| Language: | eng |
| Subjects: | |
| Online Access: | Get full text |
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| Summary: | Purpose
– In the marketing and consumer behavior literature, much remains to be explained about customer citizenship behavior in a highly technological e-retailing context. The purpose of this paper is to present the results of a survey of 186 e-shoppers which was conducted grounded in the social exchange theory.
Design/methodology/approach
– Structural equation modeling is used to test the proposed model.
Findings
– The results provide support that e-customer familiarity with an e-store and facilitating conditions provided by an e-retailer influence e-customers
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e-satisfaction, e-loyalty, and e-commitment with an e-retailer, all of which exert different effects on three dimensions of e-customer citizenship behavior.
Practical implications
– The results of this study offer e-retailers a way to stay ahead of their competitors by focusing on online attributes that are difficult to duplicate when it comes to customer relationship such as e-loyalty, e-commitment and e-customer citizenship behavior.
Originality/value
– This study represents one of the initial attempts to validate a customer citizenship behavior model in an e-retailing setting using e-store familiarization and facilitating conditions as the primary determinants for developing e-store attitudes and behaviors among e-shoppers. |
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| ISSN: | 0887-6045 2054-1651 |