RELATIONSHIP BETWEEN SUGGEST SUPERIOR FEATURES AND CCB 1 Summary This report discusses about customer citizenship behavior (CCB) and its importance because it resembles the work performed by the service provider or the organization itself. This report examines the eight types of customer citizenship behaviors and also relates CCB with other important variables. The nature of this report was descriptive and we used 407 respondents information to perform multivariate and Bi-variate analysis. In this report, the Correlation table shows the variables that are highly correlated, marginally correlated and variables that are not correlated, the Anova table shows whether the regression model is acceptable or not and the coefficient table expresses the linear relationship between the independent variables and the dependent variables. It also examines the implementation of these variables in real life situations. Importance In recent years, there has been found a stream of study which is concerned about Customer Citizenship Behavior (CCB) which indicates customers extra role behavior toward any
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RELATIONSHIP BETWEEN SUGGEST SUPERIOR FEATURES AND CCB 1
Summary
This report discusses about customer citizenship behavior (CCB) and its importance
because it resembles the work performed by the service provider or the organization itself. This
report examines the eight types of customer citizenship behaviors and also relates CCB with
other important variables. The nature of this report was descriptive and we used 407 respondents
information to perform multivariate and Bi-variate analysis. In this report, the Correlation table
shows the variables that are highly correlated, marginally correlated and variables that are not
correlated, the Anova table shows whether the regression model is acceptable or not and the
coefficient table expresses the linear relationship between the independent variables and the
dependent variables. It also examines the implementation of these variables in real life situations.
Importance
In recent years, there has been found a stream of study which is concerned about
Customer Citizenship Behavior (CCB) which indicates customers extra role behavior toward any
organization which is like the employees, customers may show some voluntary or discretionary
behavior that is not required to perform, but nevertheless helps the organization to improve their
quality or service. It is a very important issue as CCB simultaneously occurs in service
encounter. As the concept of CCB says that like other organizational employees, customers may
engage in a variety of citizenship behavior directed toward a specific organization’s welfare.
CCB has become a very much important issue for an organization because it resembles the work
performed by the service provider or organization itself. Practicing CCB can also inform the
service provider about the quality of the service or how the quality of the service can be
improved or how the customer wants it. It is also having a remarkable effect on new product
development because the customers who are aware about their own self they search for new
RELATIONSHIP BETWEEN SUGGEST SUPERIOR FEATURES AND CCB 2
products in the market which helps marketers to understand the need of the customer and helps
to design the product line for further. The CCB practicing customers are very much concerned
about the service place, time and other additional superior features of their preferred organization
which make the organization or service provider more active and motivated. Again the term
CCB is also important for customer relationship management (CRM) because customers
practicing CCB becomes more loyal to their organization which helps the management to
capture customer values as well as to satisfy the customers. Except all these factors the CCB is
leading the service marketing, product marketing and customer buying behavior in a new
dimension. In marketing literature, CCB is getting more important day by day as it enhance the
customer willingness to participate in organizational events including survey, research and other
sponsored activities (Gruen, 1995). The customer who shows CCB there is a huge possibility that
they would promote the particular organization to others if they are satisfied. While practicing
CCB, customer may voice their opinion (Bove, et al., 2003; Singh, 1988), highlight to
management when good service is provided (Bove and Garma, 2006). In other words we can say
that CCB is a way of communication by the customer to others of their relationship with an
organization.
Literature Review
Customer Citizenship Behavior (CCB) is based on the theory of social exchange (Blau,
1964) where customers respond positive behavior from a sense of personal obligation or
gratitude. Customer citizenship behaviors may be described as helping behaviors directed
towards the service organization or other individuals, such as service employees or fellow
customers. According to the definition of Groth (2005), CCB is a informal behavior in terms of
RELATIONSHIP BETWEEN SUGGEST SUPERIOR FEATURES AND CCB 3
enhancing organizational productivity but it has a great importance on improving overall service
quality of that particular organization.
Eight types of customer citizenship behaviors were extracted from the existing marketing
literature. These are:
1. Positive word of mouth behavior:
Harrison & Walker (2001) claimed that favorable, informal, person-to-person
communication between a perceived non-commercial communicator and a receiver
regarding a brand, a product, an organization or a service.
2. Suggestions for service improvements:
Bettencourt (1997) said that customer provision, to the service organization, of
ideas and suggestions, which do not derive from specific instances of consumption
dissatisfaction, which may aid in the organization’s improvement.
3. Participation in organization events/activities:
Gruen (1995) believed that customer willingness to participate in organizational
events, including research, and other sponsored activities.
4. Benevolent acts of service facilitation:
Kind, charitable acts on the part of the customer, within the immediate service
exchange.
5. Policing of other customers:
According to Bettencourt (1997), the observation of other customers to ensure
their appropriate behaviors.
RELATIONSHIP BETWEEN SUGGEST SUPERIOR FEATURES AND CCB 4
6. Flexibility:
Bettencourt (1997) assumed that customer willingness to adapt to situations
beyond their control.
7. Voice:
Singh (1988) claimed that customer directing his or her complaint to the service
provider in the instance of a service failure, so as to give them the opportunity to rectify
the problem, retain their reputation and maintain the relationship.
8. Displays of relationship affiliation:
Gruen (1995) said that communication by the customer to others, of their
relationship with an organization, through tangible displays on their person or their
personal items.
In our research we have found some of these behaviors similar to positive word of mouth,
participation, service improvement suggestion, benevolent acts, voice and displays of affiliation
and flexibility which may help a parlor or saloon to gain profits as well as customer satisfaction
and loyalty.
Researchers’ View:
Researchers have related many variables with CCB by considering different types of
CCB. Some the variables are given below:
1. CCB and Role overload of service employees:
Service employees in service organizations spend most of their time in interacting
with customers. While providing service, they often face role overload. Fogarty et al. (as
cited in Garma, Bove and Bratton (2007)) defined that role overload arises when an
inappropriate heavy amount of role requirement is expected of an employee. So, role
RELATIONSHIP BETWEEN SUGGEST SUPERIOR FEATURES AND CCB 5
overload occurs when a service employee face too much demands from the customer.
Cordes and Dougherty (as cited in Grma, Bove and Bratton (2007)) claimed that extreme
role overload can be emotionally draining on service workers as they attempt to manage
their excessive workload. Fogarty et al. (as cited in Garma, Bove and Bratton (2007))
described that in such cases role overload results in burnout. Burnout describes a specific
psychological condition in which people suffer emotional exhaustion, experience a lack
of personal accomplishment, and tend to depersonalize others in progressive stages.
Customers can have a positive influence in reducing the role overload and burnout of the
employees by performing CCB. They can decrease employee’s burden through
performing some voluntary jobs like showing their participating and flexibility behavior
on that time which make the service employees jobs easier, faster and smoother.
2. CCB and Customer Company Identification:
A research on CCB had shown the relationship among the customer company
identification and customer citizenship behavior. Although, CCB plays an important role
in service organizations, most of the researches have exclusively on employees rather
than on customers. Recently a change has altered the thoughts of researchers. The
framework of the Organizational Citizenship Behavior (OCB) has been extended to the
customer content by considering that customers may display Customer Citizenship
Behavior when they purchase product or service (Bettencourt, 1997; Gruen et al.2002,
Groth, 2005; Rossenbaum and Massiah, 2007). Word of mouth, product improvement
suggestion, recruiting other customers and productive communication of anticipated
problems are the types of CCBs. Bowen (as cited in Tuzun and Devrani (2010)) when
customers consider themselves as partners, they contribute to the development and
RELATIONSHIP BETWEEN SUGGEST SUPERIOR FEATURES AND CCB 6
delivery of an organization’s service quality similar to an organization’s employees.
Bhattacharya and Sen (as cited in Tuzun and Devrani (2010)) identification is primarily a
psychological substrate for deep, committed and meaningful relationship with the
company. Ahearne et al. (as cited in Tuzun and Devrani (2010)) defined customer
company identification as the degree to which customers feel a sense of connection to a
company and suggest that within the customer content, customer who identify with the
organization expend more effort on voluntarily behavior. Bhattacharya and Sen (as cited
in Tuzun and Devrani (2010)) claimed that identified customers support the company’s
goals, recruit new customers, encourage and advice others to purchase from the company
and build flexibility.
3. CCB and Customer’s justice perception:
Another research has been conducted on CCB which had shown the effects of
customer’s justice perception on the CCB. According to the Yi and Gong (2008) these
kinds of justice can be divided into three parts- distributive justice, procedural justice and
interactional justice, which have both positive and negative influences on CCB.
Distributive justice refers to the degree to which customers feel they have been treated
fairly with respect to the outcome of the service encounter. On the other procedural
justice means the perceived fairness of the policing and procedures by the organization,
while interactional justice refers to the extent to which customers are treated fairly in
their communications with service employees. As customers have expectations focused
on both the promised benefits and how these benefits are delivered so, an organization
should maintain these perceptions carefully.
RELATIONSHIP BETWEEN SUGGEST SUPERIOR FEATURES AND CCB 7
4. CCB and Customer Co-value creation:
According to the Yi and Gong (2008), in the case of co-value creation CCB is
done through the four dimensions and they are feedback, advocacy, helping and
tolerance. Here, feedback means seek and unwanted information that customers provide
to the employee, which helps employees and the firm to improve the service creation
process in the long run. Advocacy refers to recommending the business whether the firm
or the employee to others such as friends or family. Advocacy through positive word-of
mouth is often an indicator of customer loyalty, and it contributes greatly to the
development of a positive firm reputation, promotion of the firm's products and services,
higher service quality evaluations, and increase in the customer base size (Bettencourt,
1997; Groth et al., 2004).On the other hand, helping and tolerance deals with the
customer’s helping behavior and the willingness to be patient during service
consumption.
Methodology
Nature of the study:
Our nature of the study was descriptive study which means a statistical study to
identify patterns or trends in a situation but not the causal linkages among its different
elements. Descriptive studies (such as a cross-sectional study) help in generating
hypothesis on which further research may be based.
Questionnaire Design:
We designed a close questionnaire which means there were some fixed questions
and the respondent had to answer form those questions rather than adding any other ideas
from him or herself. There were some negative questions to test the validity of a