How personal costs influence customer citizenship behaviors |
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| Institution: | 1. Old Dominion University, Strome College of Business, Department of Marketing, 2160 Constant Hall, Norfolk, VA 23529, USA;2. Old Dominion University, Strome College of Business, Department of Marketing, 2040 Constant Hall, Norfolk, VA 23529, USA;1. Faculty of Economics, University of Rennes 1, CREM UMR CNRS 6211, 7 Place Hoche, 35065 Rennes Cedex, France;2. Graduate School of Management (IGR-IAE Rennes), University of Rennes 1, CREM UMR CNRS 6211, 11 rue Jean Macé – CS 70803, 35708 RENNES Cedex 7, France;1. School of Management, Swansea University, Fabian Way, Swansea SA1 8EN, UK;2. College of Business Administration, Gulf University for Science and Technology (GUST), P.O. Box 7207, Hawally 32093, Kuwait;1. Department of Marketing, ICN Business School/CEREFIGE Research Lab, 86 Rue du Sergent Blandan, CS 70148, 54003 Nancy cedex, France;2. Universidad Complutense de Madrid, Marketing Department, Faculty of Economics and Business Management, Campus Somosaguas, 28223 Pozuelo de Alarcón, Madrid, Spain;1. Department of Management and Marketing, College of Business & Economics, Qatar University, P.O.Box 2713, Doha, Qatar;2. Department of Marketing and Entrepreneurship, College of Business Administration, Kent State University, Stark Campus, OH 44720, United States;3. Komazawa University, 154-0012, Setagaya,1?23?1, Tokyo, Japan |
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| Abstract: | Many customers engage in customer citizenship behaviors, such as restocking unwanted items, helping other customers, or putting shopping carts back. Although previous research has investigated a variety of antecedents of customer citizenship behaviors, it has not yet considered the personal costs that might inhibit the decision to engage in those behaviors. Using social exchange theory and tested with three experimental studies, this research demonstrates that customers consider their personal cost/benefit trade-off prior to engaging in customer citizenship behaviors. Specifically, perceived self-sacrifice reduces intention to engage in customer citizenship behaviors while awareness of public self-image increases intention. Furthermore, this cost/benefit trade-off between self-sacrifice and public self-image is influenced by peer norms and perceived consequence to the firm. |
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| Keywords: | Misplaced products Customer citizenship behaviors Social exchange theory Unwanted items |
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