Unpacking the relationship between customer citizenship behavior and dysfunctional customer behavior: the role of customer moral credits and entitlement

IF 3.9 3区管理学 Q2 BUSINESS

Journal of Service Theory and Practice Pub Date : 2023-01-31 DOI:10.1108/jstp-12-2021-0256

Taeshik Gong, Chen-Ya Wang

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引用次数: 0

Abstract

PurposeWhile the positive effects of customer citizenship behavior are well established, research on its potential negative consequences is scarce. This study aims to examine the indirect relationship between customer citizenship and dysfunctional customers via customer moral credits and entitlement, as well as the moderating influence of customer citizenship fatigue.Design/methodology/approachStudy 1 employed a cross-sectional design with a self-administered survey. The data were collected from 314 customers using an online research panel. In Study 2, the authors manipulated customer citizenship behavior using 203 participants to establish causality and rule out alternative explanations of the findings of Study 1. In Study 3, the authors replicated Study 2 and enhanced internal validity by using a more controlled experimental design using 128 participants.FindingsThis study shows that when customer citizenship fatigue is high, customer citizenship behavior elicits customer moral credit, which leads to customer entitlement and, in turn, promotes dysfunctional customer behavior. Conversely, when customer citizenship fatigue is low, customer citizenship behavior does not generate moral credit or entitlement, preventing dysfunctional customer behavior.Practical implicationsThe study shows that promoting customer citizenship behavior does not always lead to positive outcomes. Therefore, when promoting customer citizenship behavior, managers should consider the psychological licensing process and ways to mitigate the influence of moral credits.Originality/valueThis study challenges common wisdom and investigates the dark side of customer citizenship behavior. Specifically, it demonstrates that customer citizenship behavior could backfire (e.g. dysfunctional customer behavior). It also shows that only customers who experience a high level of fatigue from their citizenship behaviors are psychologically licensed to gain moral credit, leading to dysfunctional customer behavior.

查看原文本刊更多论文

揭开客户公民行为与功能失调客户行为之间的关系：客户道德信用和权利的作用

目的虽然顾客公民行为的积极影响已经得到了很好的证实，但对其潜在负面后果的研究却很少。本研究旨在通过客户道德信用和权利来检验客户公民身份与功能失调客户之间的间接关系，以及客户公民疲劳的调节影响。设计/方法/方法研究1采用了横断面设计和自行调查。这些数据是通过一个在线调查小组从314名客户那里收集的。在研究2中，作者使用203名参与者操纵客户公民行为，以建立因果关系，并排除对研究1结果的替代解释。在研究3中，作者复制了研究2，并通过使用128名参与者的更可控的实验设计来增强内部有效性。研究结果表明，当客户公民疲劳程度高时，客户公民行为会引发客户道德信用，从而导致客户权利，进而促进功能失调的客户行为。相反，当客户公民疲劳程度较低时，客户公民行为不会产生道德信用或权利，从而防止功能失调的客户行为。实际含义研究表明，促进客户公民行为并不总是能带来积极的结果。因此，在促进客户公民行为时，管理者应该考虑心理许可过程和减轻道德信用影响的方法。独创性/价值本研究挑战了普遍的智慧，并调查了客户公民行为的黑暗面。具体而言，它表明客户的公民行为可能会适得其反（例如功能失调的客户行为）。它还表明，只有那些因公民行为而感到高度疲劳的客户，才能在心理上获得道德信用，从而导致功能失调的客户行为。

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 Service Theory and Practice Multiple-

CiteScore

8.00

自引率

15.20%

发文量

期刊介绍： Formerly known as Managing Service Quality – Impact Factor: 1.286 (2015) – the Journal of Service Theory and Practice (JSTP) aims to publish research in the field of service management that not only makes a theoretical contribution to the service literature, but also scrutinizes and helps improve industry practices by offering specific recommendations and action plans to practitioners. Recognizing the importance of the service sector across the globe, the journal encourages submissions from and/or studying issues from around the world. JSTP gives prominence to research based on real world data, be it quantitative or qualitative. The journal also encourages the submission of strong conceptual and theoretical papers that make a substantive contribution to the scholarly literature in service management. JSTP publishes double-blind peer reviewed papers and encourages submissions from both academics and practitioners. The changing social structures and values, as well as new developments in economic, political, and technological fields are creating sea-changes in the philosophy, strategic aims, operational practices, and structures of many organizations. These changes are particularly relevant to the service sector, as public demand for high standards increases, and organizations fight for both market share and public credibility. The journal specifically addresses solutions to these challenges from a global, multi-cultural, and multi-disciplinary perspective.