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Abstract

The role of customers in product, service production and delivery is getting more important. Especially, customers` progressive participation in service circumstance bring to success of service delivery and improve service quality. Recently, the studies related to Customer Citizenship Behavior (CCB) which leaves to the discretion of customer is conducting in marketing area. However, the prior study concentrates on antecedents of CCB but it mixed antecedents of CCB and customer participation behavior. Also, there is insufficient related to the consequence of CCB in long-term relationship between service organization and customer. This study examines the effect of customer citizenship behavior on long-term orientation between service organization and customer. The results show that significant effects of citizenship behavior of customer. First, the relationship between customer`s perception of justice and CCB was significant. Second, the relationship between customer`s perception of support from service organization and CCB was significant. Third, the relationship between customer`s perception of value and CCB was significant. Lastly, CCB significantly affect on Long-Term Orientation between service organization and customer.

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