Structured Abstract: Toward an Understanding of Customer Citizenship Behavior—The Context of Airline Services (An Extended Abstract)

Abstract

Customers often act in a service context by voluntarily helping other customers and the firm. This voluntary helping behavior is termed customer citizenship behavior in the service literature. Customer citizenship behavior (CCB) involves behavior that is outside of the customer’s required role for service delivery and consumption, but that is unsolicited, helpful, and constructive toward other customers and the firm (Bove et al. 2009). For example, customers may help other customers find a product and complete a survey for the firm (Groth 2005).