Perceived value of customer citizenship behavior
(A2019-9602)

AUTHORS

Sofia Ferraz, ESPM; Andres Veloso, University of Sao Paulo

KEYWORDS

CCB; Values; Services

ABSTRACT

This study investigates how customers perceive value by engaging in citizenship behaviors (CCB) towards the company and other customers. Building on Holbrook’s typology of values and functional theory, we suggest a framework analysis based on 20 interviews using the critical incident technique - CIT. A total of 18 subcategories emerged, highlighting values and motivations regarding 2 dichotomies (self vs. other oriented; extrinsic vs. intrinsic) and 4 categories: Efficiency/Quality; Social/Esteem; Play/Peace; and Ethics/Spirituality. Although CCB has been associated with positive antecedents and outcomes, customers may engage in CCB to cope with their protective functions or feelings of impotence towards the service experience. Salience of social norms, even in a private context, may also help firms to control CCB related to extrinsic and self-oriented benefits. The “compresence” (Holbrook, 1994) of intrinsic/self-oriented perceived values with other dimensions was recurrent in CCB.

REFERENCES

MEC - Brasil; Fullbright Foundation; CNPQ