A review of customer citizenship behaviors in the service context

Abstract

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 exploring the various dimensions, antecedents, and consequences of customer citizenship behavior. The purpose of this paper is, therefore, to critically review the studies of customer citizenship behavior to provide deeper insights, which help us to identify the research gaps in this area and to prepare a future research agenda, and thereby contributing toward the development of this research field. The authors find that several areas were under-explored in prior research. There is a potential for identifying additional dimensions of customer citizenship behavior as well as the antecedents and consequences of customer citizenship behavior. The authors also assess methodological issues with regard to this research field and set a future research agenda.

近二十年来，服务情境下的顾客公民行为受到研究者的关注。然而，目前还没有对顾客公民行为的各个维度、影响因素和结果的全面研究。因此，本文旨在对顾客公民行为的相关研究进行批判性回顾，以提供更深刻的见解，帮助我们明确该领域的研究空白，并指出未来的研究方向，从而为这一研究领域的发展做出贡献。作者发现，在之前的研究中，有几个领域没有得到充分的探索，未来能够识别顾客公民行为的另外一些维度、影响因素及结果。作者还论述了与该研究领域相关的方法论问题，并指出了未 来的研究方向。