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MKT201--term paper--Research on Customer Citizenship Behaviour
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MKT201--term paper--Research on Customer Citizenship Behaviour

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This paper presents the importance of Customer Citizenship Behaviour (CCB). ...

This paper presents the importance of Customer Citizenship Behaviour (CCB).

For Mr. Husian Salilul Akareem's Class

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  • 1. Husian Salilul Akareem MKT 201
  • 2. Anika Tahsin-11104061 (#23)  Maria Islam-11104085 (#27)  Fatima Momin-11104132 (#35)  Mehbuba Yasmin Tamanna-11104108 (#32)  Tabassum Anwar Subha-11104116 (#33)  Samiya Yesmin 11304043 (#37) 
  • 3.  Importance of customer citizenship behavior  Literature Review  Methodology  Result Analysis  Conclusion
  • 4. What is Customer Citizenship Behavior?
  • 5.  Towards Marketers  Towards Customer
  • 6. Bove & Garma’s research on customer citizenship behaviour directed at service personal.  CCB-SP means helpfull volentary acts  CCB-SP consists of 5 dimension such as employee role, advocacy, sportmenship, consultancy, social support  Expert identified 31 of 69 behaviour 
  • 7.       Bove, pervin and other’s reseach on the role of individual service worker in encouraging CCB. Customer in-role and extra role behaviours. Customer in-role includes performing service delivary Customer extra role are voluntary, helpful behaviours enacted towards firm, service worker, other custmer Positively affect the performance of workers and organization Customer’s commitment, perception about service worker creditability and benevolence, personal loyalty to service worker are predictor of OCB.
  • 8.    Devrani & Tuzun introduced the impact of customer-company identification & cusomer perception of employee identification on the CCB Customer identification allows them to become psychologically attached to org. By commiting to goals, interecting cooperatively with org. members. Customer perception of employee identification is positively corelated with CCB & it moderates the relationship between customer identification & CCB
  • 9. Youjae Yi, Taeshik Gong  Consequences of customer citizenship behavior & customer badness behavior.  Customer badness behavior: dysfunctional customers who damages the company.  “Perceive justice & commitment” exert positive influence.  Negative effect increases customer badness behavior.
  • 10. Boonthawan Wingwon , Montree Piriyakul     2 factors affect CCB- customer satisfaction & corporate affection. Customer satisfaction: emotional reaction towards the product. Corporate affection: positive attitude towards the corporate. Customer satisfaction has direct but corporate affection has indirect effect towards CCB because of the mediators.
  • 11. Dwayne D. Gremler , Stephen W. Brown   CCB exhibits “loyalty ripple effect” that adds value to a firm’s service quality. Service loyalty: a degree to which a customer Shows repeat purchasing behavior  Has positive attitude towards provider  Considers using the same provider if same service is needed again.
  • 12.   Research Type -Descriptive research (Survey Method) Sample Size and Sampling -Sample of 407 people -Used convenient sampling method (Non-probability sampling)
  • 13.  Questionnaire Design -Close ended questions -Answers measured on “Likert Scale” -Validity Test  Data Collection - Both primary and secondary sources  Data Analysis - Uni- variate - Bi-variate - Multi- variate
  • 14. Age <21 21-30 31-45 >45 Mean: 2.47 Standard Deviation: 1.116
  • 15. No. of Family Members 1 2 3 4 5 >5 Mean: 3.99 Standard Deviation: 1.016
  • 16. EDUCATIONAL QUALIFICATION 35.0 30.0 25.0 20.0 15.0 10.0 5.0 .0 SSC HSC HONS Mean: 2.78 Standard Deviation: 1.204 OTHER
  • 17. Mean : 3.54 Standard Deviation: 1.086
  • 18. Mean : 3.43 Standard Deviation: 1.127
  • 19. Mean : 3.60 Standard Deviation: 1.153
  • 20. Descriptive Statistics Variables Mean Std. Deviation I fill customer satisfaction survey provided by the parlour or saloon 2.96 1.297 I stay patience if I get poor service 2.47 1.309 I assist other customers by suggesting location of the parlour or saloon 3.94 1.108 I help other customers if they ask for my help 3.94 .985 I recommend the service to others if I am satisfied with it 3.79 1.137 I encourage my friend and relatives to take this service 3.95 2.196 I inform the employees, if I experience any problem 4.15 1.037
  • 21. Gender Female Male Percent Female Gender 48.4 Male 51.6 Total 100.0
  • 22. b 11% o 20% st 49% sr 20% Business (b) Others (o) OCCUPATION 11.1 Cumulative Percent 11.1 20.4 31.7 Service (sr) 19.9 51.6 Student (st) 48.4 100.0 Percent Total 100.0
  • 23. 25.0 Frequency 20.0 15.0 10.0 5.0 .0 BELLOW 20000 20001-35000 35001-50000 50001-65000 65001-80000 80001-100000 Monthly Income ABOVE 100000
  • 24. 30.0 25.0 Frequency 20.0 15.0 10.0 5.0 .0 Monthly Expenditure
  • 25.        Customers are valuable resource Increase employees’ skills through employeecompany interactions Types of messages that employees send Increase “the word of mouth’’ Establishing information Customer satisfaction survey. Employee behaviour Training
  • 26.  Any Questions?