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Husian Salilul Akareem
MKT 201
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)

 Importance

of customer citizenship

behavior
 Literature Review
 Methodology
 Result Analysis
 Conclusion
What is Customer Citizenship Behavior?
 Towards

Marketers
 Towards Customer
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











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.






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
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.
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.
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.




Research Type
-Descriptive research (Survey Method)
Sample Size and Sampling
-Sample of 407 people
-Used convenient sampling method (Non-probability
sampling)


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
Age
<21
21-30
31-45
>45

Mean: 2.47
Standard Deviation: 1.116
No. of Family Members

1
2
3
4
5
>5

Mean: 3.99
Standard
Deviation: 1.016
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
Mean : 3.54
Standard Deviation:
1.086
Mean : 3.43
Standard Deviation:
1.127
Mean : 3.60
Standard Deviation:
1.153
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
Gender
Female
Male

Percent
Female
Gender

48.4

Male

51.6

Total

100.0
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
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
30.0
25.0

Frequency

20.0
15.0

10.0
5.0
.0

Monthly Expenditure












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


Any Questions?

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