by : Youjae Yi & Taeshik Gong
Published : Seoul Journal of Business, Volume 12, Number 2 (December 2006)
Abstract
This paper presents an empirical test of the antecedents and consequences of customer extra-role behavior (i.e., customer citizenship behavior and badness behavior). The model posits that negative affect, perceived justice, and commitment lead to customer extra-role behavior.
In turn, such extra-role behavior is expected to impact perceived service quality. The model was tested in an exercise class context of participants at sports center. Results from the empirical test indicated that managing customer extra-role behavior is as important as that of employee. Secondly, the study found that the organization have to manage the negative affect of customers to prevent customer badness behavior, and perceived justice and commitment to increase customer citizenship behavior. Implications are discussed, possible areas of further research are indicated, and limitations of the study are noted.
Keywords: customer extra-role behavior, customer citizenship behavior, customer badness behavior, perceived service quality
INTRODUCTION
The globalization of the service industry and open internationaleconomy require service companies to enhance theircompetitiveness continually. Service companies have recently been paying more attention to customers in order to improvecompetitiveness. The current service marketing literature focuseson managing customers as human resources (Bettencourt 1997; Dellande, Gilly, and Graham 2004; Groth 2005). Particularly because services are produced and consumed simultaneously, the interaction between service providers and customers is highly significant to service company performance (Kelley, Donnelly, Skinner 1990; Zeithaml, Parasuraman, and Berry 1990). Until now, most attention has been paid to service employees. However, a growing body of recent research has examined the management of customers rather than employees.
In turn, such extra-role behavior is expected to impact perceived service quality. The model was tested in an exercise class context of participants at sports center. Results from the empirical test indicated that managing customer extra-role behavior is as important as that of employee. Secondly, the study found that the organization have to manage the negative affect of customers to prevent customer badness behavior, and perceived justice and commitment to increase customer citizenship behavior. Implications are discussed, possible areas of further research are indicated, and limitations of the study are noted.
Keywords: customer extra-role behavior, customer citizenship behavior, customer badness behavior, perceived service quality
INTRODUCTION
The globalization of the service industry and open internationaleconomy require service companies to enhance theircompetitiveness continually. Service companies have recently been paying more attention to customers in order to improvecompetitiveness. The current service marketing literature focuseson managing customers as human resources (Bettencourt 1997; Dellande, Gilly, and Graham 2004; Groth 2005). Particularly because services are produced and consumed simultaneously, the interaction between service providers and customers is highly significant to service company performance (Kelley, Donnelly, Skinner 1990; Zeithaml, Parasuraman, and Berry 1990). Until now, most attention has been paid to service employees. However, a growing body of recent research has examined the management of customers rather than employees.
Specifically, earlier research focused on customer extra-role behavior, because it affects the performance of service companies (Bettencourt 1997; Groth 2005). Thus, studies on extra-role behavior such as citizenship or antisocial behavior by service customers are well documented (Harris and Reynolds 2004; Woo and Fock 2004; Yi 2002). Yet, there has been little empirical work on the antecedents and consequences of customer extrarole behavior. If research in this area is to advance, researchers must test this issue empirically. Furthermore, no research has explored both the antecedents and consequences of customer extra-role behavior simultaneously within one model. Such an approach would identify the differential effects of customer extrarole behavior in terms of its antecedents and consequences.
The present research focuses on antecedents of customer extra-role behavior such as . . . . . ..(baca_selengkapnya)
The present research focuses on antecedents of customer extra-role behavior such as . . . . . ..(baca_selengkapnya)
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