Exploring antecedents of customer citizenship behaviors in services

Laee Choi, Sherry L. Lotz

Research output: Contribution to journalArticlepeer-review

39 Scopus citations


Social exchange theory explains how a party in social interaction provides the other party with reciprocal rewards. Applying this concept to the customer context, this study empirically investigates determinants of customer citizenship behaviors (CCBs) in services. For the generalizability of the study across various service providers, the data were collected based on Bowen’s (1990) classifications of services. With a total of 665 usable customer responses, structural equation modeling was adapted to test the theoretical research model. This study reveals that customers’ perceived support and justice from the service provider positively influence affective commitment toward the organization, resulting in CCBs. The results show that customers’ perception of organizational support has the partial mediation effect between customers’ perception of organizational justice and their affective commitment. Furthermore, customers’ affective commitment partially mediates the relationship between customers’ perceived organizational justice and CCBs, but fully mediates the effect of customers’ perceived organizational support on CCBs.

Original languageEnglish (US)
Pages (from-to)607-628
Number of pages22
JournalService Industries Journal
Issue number9-10
StatePublished - Jul 27 2018


  • Customer citizenship behaviors
  • customer voluntary participating behavior
  • services
  • social exchange theory
  • value co-creation

ASJC Scopus subject areas

  • Strategy and Management
  • Management of Technology and Innovation


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