Bove & Garma’s research on customer
citizenship behaviour directed at service
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
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
Customer extra role are voluntary, helpful
behaviours enacted towards firm, service
worker, other custmer
Positively affect the performance of workers and
Customer’s commitment, perception about service
worker creditability and benevolence, personal
loyalty to service worker are predictor of OCB.
Devrani & Tuzun introduced the impact of
customer-company identification & cusomer
perception of employee identification on the
Customer identification allows them to become
psychologically attached to org. By commiting to
goals, interecting cooperatively with org.
Customer perception of employee identification
is positively corelated with CCB & it moderates
the relationship between customer identification
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
Negative effect increases customer badness behavior.
Boonthawan Wingwon , Montree Piriyakul
2 factors affect CCB- customer satisfaction & corporate
Customer satisfaction: emotional reaction towards the
Corporate affection: positive attitude towards the
Customer satisfaction has direct but corporate affection
has indirect effect towards CCB because of the
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
-Descriptive research (Survey Method)
Sample Size and Sampling
-Sample of 407 people
-Used convenient sampling method (Non-probability
-Close ended questions
-Answers measured on “Likert Scale”
- Both primary and secondary sources
- Uni- variate
- Multi- variate
Standard Deviation: 1.116
No. of Family Members
Standard Deviation: 1.204
I fill customer satisfaction survey provided by the parlour or saloon
I stay patience if I get poor service
I assist other customers by suggesting location of the parlour or
I help other customers if they ask for my help
I recommend the service to others if I am satisfied with it
I encourage my friend and relatives to take this service
I inform the employees, if I experience any problem
Customers are valuable resource
Increase employees’ skills through employeecompany interactions
Types of messages that employees send
Increase “the word of mouth’’
Customer satisfaction survey.
Employee behaviour Training