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Motivations leading to customer citizenship behavior in services: scale development and validation

Choi, Laee; Lotz, Sherry - In: Journal of Consumer Marketing 33 (2016) 7, pp. 539-551

Purpose The purpose of this study is to better understand customer citizenship behavior (CCB) motivation through the development and validation of a new scale to measure the CCB motivation (CCBM) construct. Design/methodology/approach The mixed-methods study, combination of qualitative and...

Persistent link: https://www.econbiz.de/10014849816