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    Demystifying the impact of customer participation on citizenship behaviors through interpersonal attraction and its contingencies

    Access Status
    Fulltext not available
    Embargo Lift Date
    2025-06-19
    Authors
    Chan, Wa Kimmy
    Gong, Taeshik
    Sharma, Piyush
    Chu, Candace
    Date
    2022
    Type
    Journal Article
    
    Metadata
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    Citation
    Chan, W.K. and Gong, T. and Sharma, P. and Chu, C. 2022. Demystifying the impact of customer participation on citizenship behaviors through interpersonal attraction and its contingencies. Journal of Business Research. 150 (June): pp. 297-310.
    Source Title
    Journal of Business Research
    DOI
    10.1016/j.jbusres.2022.06.023
    ISSN
    0148-2963
    Faculty
    Faculty of Business and Law
    School
    School of Management and Marketing
    URI
    http://hdl.handle.net/20.500.11937/88831
    Collection
    • Curtin Research Publications
    Abstract

    This paper addresses the lack of clarity on the linkage between customer participation (CP) and customer citizenship behavior (CCB) by using reinforcement theory to investigate the mediating role of interpersonal attraction (IPA) and the moderating effect of three types of reinforcers (people, task, and environment) in the impact of CP on CCB. Dyadic data from a field survey of both customers and designers from an interior design institute confirms the mediating role of IPA, particularly under high level of shared similarity between customers and employees, and when the task outcomes are better than expected. Moreover, the effect of IPA on CCB is stronger when customers perceive the organizational climate as highly customer-oriented. Besides extending the CP and CCB literature by exploring the impact of IPA on CCB with CP as a mediator and several reinforcers as moderator, this paper also suggests how service firms may influence their customers’ citizenship behaviors.

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