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From mandatory to voluntary: consumer cooperation and citizenship behaviour

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  • Ching-Yi Daphne Tsai
  • Shih-Hao Wu
  • Stephen Chi-Tsun Huang

Abstract

Customer participation of mandatory (ensuring the completion of a service delivery) and voluntary behaviours (achieving the optimal results of the service) influence the outcomes of service organizations. This study examines how service firms transform from coproduction to cocreation in sharing economy by enhancing customer voluntary behaviour through encouraging customer mandatory behaviour. This study explores the mediating effect of perceived value on the mandatory–voluntary relationship, and the driving effect of customer readiness on mandatory behaviour. A total of 181 valid questionnaires were collected from the Taiwanese bed and breakfast sector and analysed by structural equation analysis. The results reveal: (1) the strong impact of customer mandatory behaviour on voluntary behaviour, (2) the partial mediating effect of perceived value on the mandatory-voluntary relationship, and (3) the distinct effects that cooperation has on helping others and word-of-mouth. The findings support the influential roles of customer readiness factors, especially ability, on triggering mandatory behaviour.

Suggested Citation

  • Ching-Yi Daphne Tsai & Shih-Hao Wu & Stephen Chi-Tsun Huang, 2017. "From mandatory to voluntary: consumer cooperation and citizenship behaviour," The Service Industries Journal, Taylor & Francis Journals, vol. 37(7-8), pages 521-543, June.
    • Handle: RePEc:taf:servic:v:37:y:2017:i:7-8:p:521-543
    DOI: 10.1080/02642069.2017.1337099
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