Customers as Good Soldiers: Examining Citizenship Behaviors in Internet Service Deliveries

Markus Groth

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Customer Service Quality and Loyalty Public Policy and Administration Research Service and Product Innovation

Abstract

Organizational citizenship behavior (OCB) research is extended to the customer domain by examining the role of customer behavior in Internet service deliveries. Based on the OCB framework, it was hypothesized that a conceptual distinction between in-role behaviors (i.e., task performance) and extra-role behaviors (i.e., citizenship behavior) can be extended to customers who participate in service delivery. Survey data show that customers differentiate coproduction behaviors from customer citizenship behaviors. Furthermore, these two behaviors had different sets of predictors. Theoretical and practical implications are discussed from the perspective of OCB theories.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1965Exchange and Power in Social Life.1986Research in Organizational Behavior.1991Job Satisfaction and Organizational Commitment as Predictors of Organizational Citizenship and In-Role Behaviors 1990Transformational leader behaviors and their effects on followers' trust in leader, satisfaction, and organizational citizenship behaviors 1988Organizational Citizenship Behavior: The Good Soldier Syndrome.2001The job satisfaction-job performance relationship: A qualitative and quantitative review.1991PEOPLE AND ORGANIZATIONAL CULTURE: A PROFILE COMPARISON APPROACH TO ASSESSING PERSON-ORGANIZATION FIT

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