The way to generate customer citizenship behavior with customer experience

Abstract

This study explores the factors that influence customer citizenship behavior in the context of the customer experience of a transportation application that incorporates the concept of the sharing economy. In contrast to previous studies, the research framework of this study predicts customer citizenship behavior through the influence of individual customers' perceptions of product offerings (perceived quality, situational involvement, enduring involvement) on customer experience. Furthermore, considering the nature of the industry where the exchange of services occurs between individual users as both service providers and recipients, this study investigates the moderating effect of communitas. Similarly, this study also addresses how customer citizenship behavior can be encouraged through the elevation of customer experience, facilitated by behavioral engagement. By focusing on the effects of subjective user experiences with the application, this study explores the factors that can encourage customer citizenship behavior. Through this investigation, it aims to propose managerial implications that can enhance the superiority of consumer services.