- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
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.
The present study argues that customers’ positive perceptions toward the service provider, based on non-economic, relationship factors, lead them to participate in CCBs. Specifically, social exchange theory argues that CPS and CPJ positively influence CAC, and, in turn, CAC is likely to be positively related to CCBs (Lavelle et al., 2007). The statistical results of this research, based on the initially proposed unidimensional model, reveal that CAC has a positive impact on CCBs. The post hoc analysis, which ascertains whether CAC positively influences each of the four dimensions representing CCBs, strengthens this finding by providing more specific outcomes. For example, if customers are affectively committed to the organization, they are more likely to help other customers or service provider and/ or recommend the service provider to others. Moreover, customers with affective commitment tend to more put up with service outcomes not meeting their expectation and/or suggest constructive ideas to improve the service. Interestingly, CAC has the strongest impact on advocacy. This implies that customers who have affective commitment may be potential advertising sources by disseminating the positive information of the service provider to others. On contrary, CAC has the weakest impact on tolerance, meaning that customers may want to receive their service as expected even though they understand situations related to service failures or mistakes. As anticipated, the results also support that CPS and CPJ are significantly positively related to CAC. Additionally, CPJ has strong positive impact on CPS. The finding is in line with prior empirical research that employees’ perceived justice positively influences their perceptions of organizational support (DeConinck, 2010; Masterson et al., 2000). Similarly, this study’s results indicate that customers’ perceptions of justice through service providers increase their perceptions of support from those service providers. Thus, in this sense, these findings in the consumer context support the concept of social exchange relationship that has been found in the organizational literature. An additional analysis regarding the mediating roles of CPS and CAC also confirm the argument of social exchange theory. The results uncover that CPS significantly and partially mediates the relationship between CPJ and CAC.