A more comprehensive understanding and measure of customer helping behavior
We develop a more comprehensive measure of discretionary, extra-role behaviors that customers engage in to help a company. While customer helping behaviors have been studied previously, attempts to develop valid measures have been limited. We use the validation process for the Organizational Citizenship Behavior scale as a model to develop and validate a new scale measuring a comprehensive range of customer helping behaviors. We identify multiple dimensions of customer helping behaviors that are engaged in by the same customers, driven by the same antecedents, and collectively form a helping behaviors scale. Using student samples and customers of a non-profit organization, we demonstrate a consistent scale structure, reliability, and nomological and external validity. We present two variations of the scale, one for for-profit companies and one for non-profit organizations. This scale is intended to be used as a dependent behavioral measure to enable researchers to capture multiple customer helping behaviors.
Year of publication: |
2010
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Authors: | Johnson, Jennifer Wiggins ; Rapp, Adam |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 63.2010, 8, p. 787-792
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Publisher: |
Elsevier |
Keywords: | Customer helping behavior Customer commitment Scale development |
Saved in:
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