In the last two decades customer citizenship behavior (CCB) has attracted considerable
attention. This systematic review maps what we already know about CCB. The study …

During the last two decades, studies on customer citizenship behavior in the service context
have gained the attention of researchers. However, there is no comprehensive review …

Given the rise in influencer marketing on social media, this paper explores how homophily
between influencers and their audiences affects customer value co-creation behaviour …

Several models have previously been proposed, suggesting factors influencing customers'
citizenship behaviours against the background of the need to care for the environment. The …

A range of indicators, such as the average variance extracted (AVE), is commonly used to
validate constructs. In statistics, AVE is a measure of the amount of variance that is captured …

Encouraging online consumers to perform the voluntary extra-role behaviour, so called
“consumer citizenship behaviour”, is crucial to organizational performance in the modern …

Scholars and practitioners have long acknowledged the importance of offering superior
service quality in creating long-term bonds between customers and their brands. However …

With the expansion of corporate social impact, corporate social responsibility (CSR)
activities have been regarded as a critical factor for corporate management. There is a need …

Drawing on social exchange theory and the service-dominant logic framework this paper
explores the association between value co-creation and the willingness to engage in …

The purpose of this study is to examine the differential impact of service quality, service
fairness and service convenience on customer engagement behaviors. The study also …