Contextualizing customer organizational citizenship behaviors: The changing nature of value cocreation and customer satisfaction across service settings

This study identified economic, emotional, and relational value as outcomes of customer organizational citizenship behaviors

Laee Choi; Charles A. Lawry; MiRan Kim

2019

Scholarcy highlights

  • This study identified economic, emotional, and relational value as outcomes of customer organizational citizenship behaviors
  • The findings supported that emotional value asymmetrically influences customer satisfaction, whereas economic and relational value symmetrically and positively influence customer satisfaction
  • Economic value through COCBs is negatively associated with satisfaction in hedonic contexts, and there is no significant difference in the impact of relational value on satisfaction between service contexts
  • This study furnishes empirical evidence for the associations among customer organizational citizenship behaviors, value perceptions, and customer satisfaction, along with their dynamic relationship patterns across service contexts

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