Encounter-based antecedents of e-customer citizenship behaviors
Abstract
Purpose
In the marketing and consumer behavior literature, much remains to be explained about customer citizenship behavior in a highly technological e-retailing context. The purpose of this paper is to present the results of a survey of 186 e-shoppers which was conducted grounded in the social exchange theory.
Design/methodology/approach
Structural equation modeling is used to test the proposed model.
Findings
The results provide support that e-customer familiarity with an e-store and facilitating conditions provided by an e-retailer influence e-customers ' e-satisfaction, e-loyalty, and e-commitment with an e-retailer, all of which exert different effects on three dimensions of e-customer citizenship behavior.
Practical implications
The results of this study offer e-retailers a way to stay ahead of their competitors by focusing on online attributes that are difficult to duplicate when it comes to customer relationship such as e-loyalty, e-commitment and e-customer citizenship behavior.
Originality/value
This study represents one of the initial attempts to validate a customer citizenship behavior model in an e-retailing setting using e-store familiarization and facilitating conditions as the primary determinants for developing e-store attitudes and behaviors among e-shoppers.
Keywords
Citation
A. Anaza, N. and Zhao, J. (2013), "Encounter-based antecedents of e-customer citizenship behaviors", Journal of Services Marketing, Vol. 27 No. 2, pp. 130-140. https://doi.org/10.1108/08876041311309252
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited