Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2019 Annual Conference

Perceived value of customer citizenship behavior

Published: May 28, 2019


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


CCB; Values; Services


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.


MEC - Brasil; Fullbright Foundation; CNPQ