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World class computing and information science research at Strathclyde...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by researchers from the Department of Computer & Information Sciences involved in mathematically structured programming, similarity and metric search, computer security, software systems, combinatronics and digital health.

The Department also includes the iSchool Research Group, which performs leading research into socio-technical phenomena and topics such as information retrieval and information seeking behaviour.


Scratch my back and I will scratch yours : the impact of other customers on customer citizenship behaviour

Yi, Youjae and Gong, Taeshik and Lee, Hyojin (2010) Scratch my back and I will scratch yours : the impact of other customers on customer citizenship behaviour. In: 19th Annual Frontiers in Service Conference, 2010-06-10.

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Marketing researchers have extensively studied the antecedents of customer citizenship behavior. However, what is yet to be examined is the influence of other customers on customer citizenship behavior. Although previous research makes significant contributions, additional insights might be acquired if customer citizenship behavior is examined within the social context of other customers. The purpose of this research is thus to examine the extent to which customer citizenship behavior is shaped by social context, more specifically, citizenship behavior by other customers. The model we developed was inspired by social informational processing theory and interpersonal influence theory. In particular, we argue that other customer citizenship behavior toward the customer and the firm will affect informational influence such as attractiveness, trustworthiness, and expertise as well as normative influence such as moral obligation and social identity, which in turn affect customer citizenship behavior toward the customer and the firm. The setting for the study was an on-line shopping mall. Respondents consisted of 119 undergraduate and MBA students majoring in business administration. To test our hypotheses, we estimated a structural equation model using SmartPLS. The results provide support for most of hypothesized relationships.