Lakmali, Shanika; Kajendra, Kanagasabai - In: South Asian journal of marketing 2 (2021) 2, pp. 148-167
Purpose - This study aims to explore customer personality traits as an antecedent of customer citizenship behaviour which positively facilitates service providers. Design/methodology/approach - This study follows the positivism research paradigm. Hence, primary data were collected from 250...