Understanding special requests as drivers of customer citizenship behaviors: the mediating role of gratitude and satisfaction

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2022-04-12 DOI:10.1080/10696679.2022.2056708

T. Fernandes, Beatriz Cruzeiro

引用次数: 5

Abstract

ABSTRACT Customer special requests are requests that fall outside frontline employees’ (FLE) normal job duties, requiring them to adapt to fit customer’s needs. Adopting the customer perspective, this study aims to understand how can service firms benefit from an efficient reply to these requests. Two hundred and eighty customers were surveyed regarding a plethora of self-selected requests. Results show that FLE’s adaptive behaviors promote customer citizenship behaviors (CCB) through gratitude and satisfaction, revealing a dual route to CCB according to request type. The study contributes a better understanding of the mechanisms underlying the FLE–customer reciprocal relationship, showing that special requests produce value for both parts.

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将特殊要求理解为客户公民行为的驱动因素：感恩和满意度的中介作用

摘要客户特殊要求是指不属于一线员工正常工作职责范围的要求，要求他们适应客户的需求。本研究从客户的角度出发，旨在了解服务公司如何从对这些请求的有效回复中受益。280名客户接受了大量自选请求的调查。结果表明，FLE的适应性行为通过感恩和满足来促进客户公民行为，揭示了根据请求类型向客户公民行为的双重途径。这项研究有助于更好地理解FLE与客户互惠关系的机制，表明特殊要求对双方都有价值。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.