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Customer participation and citizenship behavior effects on turnover intention

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  • Revilla-Camacho, María Ángeles
  • Vega-Vázquez, Manuela
  • Cossío-Silva, Francisco José

Abstract

Recent marketing literature highlights customer participation role in service delivery. Prior research focuses on the organization and employees. However, no studies analyze this role's consequences for customers' turnover intention. This study presents two hypotheses relating participation behavior and citizenship behavior to customers' turnover intention. The analysis of a sample of 547 users of health and beauty services significantly and negatively relates customers' participation and citizenship behavior to their turnover intention. Findings suggest that customers' participation behavior enhances the consolidation of the relationship with the customer. The consequences for business results shows that if a firm maintains its customers on a lifelong basis, the firm can achieve greater profitability levels. First, replacing lost customers costs are high. Second, the longer the relationships between firms and their customers are, the greater the present value is.

Suggested Citation

  • Revilla-Camacho, María Ángeles & Vega-Vázquez, Manuela & Cossío-Silva, Francisco José, 2015. "Customer participation and citizenship behavior effects on turnover intention," Journal of Business Research, Elsevier, vol. 68(7), pages 1607-1611.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:7:p:1607-1611
    DOI: 10.1016/j.jbusres.2015.02.004
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    Cited by:

    1. Yi-Ching Hsieh & Hung-Chang Chiu & Yun-Chia Tang & Wei-Yun Lin, 2018. "Does Raising Value Co-creation Increase All Customers’ Happiness?," Journal of Business Ethics, Springer, vol. 152(4), pages 1053-1067, November.
    2. Ishfaq Ahmed & Mian Sajid Nazir & Imran Ali & Mohammad Nurunnabi & Arooj Khalid & Muhammad Zeeshan Shaukat, 2020. "Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers," Sustainability, MDPI, vol. 12(3), pages 1-15, February.
    3. Jessica Bosisio, 2024. "A research landscape on customer co-creation value: a systematic literature network analysis," Italian Journal of Marketing, Springer, vol. 2024(3), pages 339-368, September.
    4. Assiouras, Ioannis & Skourtis, George & Giannopoulos, Antonios & Buhalis, Dimitrios & Koniordos, Michalis, 2019. "Value co-creation and customer citizenship behavior," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.
    5. Baoliang Hu & Wei Huang & Shuai Yan & Guang Liu & Tao Zhang, 2020. "Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    6. Amin, Muhammad & Khan, Imran & Shamim, Amjad & Ting, Ding Hooi & Jan, Amin & Abbasi, Amir Zaib, 2024. "Employee motivations in shaping customer value co-creation attitude and behavior: Job position as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    7. Constantin BRAN, 2018. "The Correlation between the Degree of Customer Satisfaction and Turnover, an Approach to Managerial Flexibility," Book chapters-LUMEN Proceedings, in: Tomita CIULEI & Gabriel GORGHIU (ed.), CATES 2017, edition 1, volume 4, chapter 10, pages 89-96, Editura Lumen.
    8. Delpechitre, Duleeep & Beeler-Connelly, Lisa L. & Chaker, Nawar N., 2018. "Customer value co-creation behavior: A dyadic exploration of the influence of salesperson emotional intelligence on customer participation and citizenship behavior," Journal of Business Research, Elsevier, vol. 92(C), pages 9-24.
    9. Jung, Hyo Sun & Seo, Kyung Hwa & Lee, Soo Bum & Yoon, Hye Hyun, 2018. "Corporate association as antecedents of consumer behaviors: The dynamics of trust within and between industries," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 30-38.
    10. Béal, Mathieu & Sabadie, William, 2018. "The impact of customer inclusion in firm governance on customers' commitment and voice behaviors," Journal of Business Research, Elsevier, vol. 92(C), pages 1-8.
    11. Woo, Mina, 2019. "Assessing customer citizenship behaviors in the airline industry: Investigation of service quality and value," Journal of Air Transport Management, Elsevier, vol. 76(C), pages 40-47.
    12. Cossío-Silva, Francisco-José & Revilla-Camacho, María-Ángeles & Vega-Vázquez, Manuela & Palacios-Florencio, Beatriz, 2016. "Value co-creation and customer loyalty," Journal of Business Research, Elsevier, vol. 69(5), pages 1621-1625.
    13. Abdelmoety, Ziad Hassan & Aboul-Dahab, Sameh & Agag, Gomaa, 2022. "A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    14. Chen, Ching-Fu & Lee, Chia-Han, 2023. "Investigating shared e-scooter users’ customer value co-creation behaviors and their antecedents: Perceived service quality and perceived value," Transport Policy, Elsevier, vol. 136(C), pages 147-154.
    15. Dang, Van Thac & Nguyen, Ninh & Pervan, Simon, 2020. "Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    16. Won-Moo Hur & Tae-Won Moon & Hanna Kim, 2020. "When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 421-437, July.
    17. Nardi, Vinicius Antonio Machado & Jardim, William Carvalho & Ladeira, Wagner Júnior & Santini, Fernando, 2020. "A meta-analysis of the relationship between customer participation and brand outcomes," Journal of Business Research, Elsevier, vol. 117(C), pages 450-460.
    18. Pejman Ebrahimi & Khadija Aya Hamza & Eva Gorgenyi-Hegyes & Hadi Zarea & Maria Fekete-Farkas, 2021. "Consumer Knowledge Sharing Behavior and Consumer Purchase Behavior: Evidence from E-Commerce and Online Retail in Hungary," Sustainability, MDPI, vol. 13(18), pages 1-20, September.
    19. Floriana Fusco & Marta Marsilio & Chiara Guglielmetti, 2018. "La co-production in sanit?: un?analisi bibliometrica," MECOSAN, FrancoAngeli Editore, vol. 2018(108), pages 35-54.
    20. Chan, Kimmy Wa & Gong, Taeshik & Sharma, Piyush & Chu, Candace, 2022. "Demystifying the impact of customer participation on citizenship behaviors through interpersonal attraction and its contingencies," Journal of Business Research, Elsevier, vol. 150(C), pages 297-310.
    21. Beibei Dong & K. Sivakumar, 2017. "Customer participation in services: domain, scope, and boundaries," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 944-965, November.
    22. Lim, Xin-Jean & Cheah, Jun-Hwa & Ng, Siew Imm & Kamal Basha, Norazlyn & Liu, Yide, 2021. "Are men from Mars, women from Venus? Examining gender differences towards continuous use intention of branded apps," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    23. Jaehun Joo, 2020. "Customers’ psychological ownership toward the third place," Service Business, Springer;Pan-Pacific Business Association, vol. 14(3), pages 333-360, September.
    24. Rodríguez-Rad, Carlos & Sánchez del Rio-Vázquez, María-Elena, 2023. "The relevance of participation Behavior, organizational Commitment, and attitudinal loyalty to the management of professional associations," Journal of Business Research, Elsevier, vol. 154(C).

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