Perspectives on “other” customers’ roles in citizenship behaviour

Perspectives on “other” customers’ roles in citizenship behaviour PurposeThe purpose of this paper is to examine the impact of source credibility (expertise and trustworthiness) on perceived value (perceived usefulness (PU)), as well as the latter’s impact on sub-dimensions of customer citizenship behaviour (helping and advocacy intentions (AIs)) in an electronic banking services setting.Design/methodology/approachIn total, 439 respondents who use at least one form of electronic banking service and who have previously received positive messages about electronic banking services from other customers were approached to complete a self-administered structured questionnaire.FindingsSource credibility dimensions have a positive and significant relationship with PU. PU in turn has a positive and significant relationship with helping intentions and AIs as forms of customer citizenship.Research limitations/implicationsThe findings advance understanding of the extent to which customers rely on the perceptions of other customers in determining the usefulness of a service as well as their willingness to advocate the benefits of the service and help other customers.Practical implicationsThe findings may guide retail banks in obtaining a greater understanding of the customer citizenship behaviour process and the extent to which banks can rely on customers to convince other customers of the benefits of electronic banking services.Originality/valueThis study offers insight into the antecedents of the advocacy and helping intentions sub-dimensions of customer citizenship behaviour. It also explains how value between customers can be created by considering the elaboration likelihood model and social exchange theories, and customer citizenship behaviour. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Perspectives on “other” customers’ roles in citizenship behaviour

Loading next page...
 
/lp/emerald/perspectives-on-other-customers-roles-in-citizenship-behaviour-B6lq5YEpCd
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-2323
D.O.I.
10.1108/IJBM-02-2017-0042
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to examine the impact of source credibility (expertise and trustworthiness) on perceived value (perceived usefulness (PU)), as well as the latter’s impact on sub-dimensions of customer citizenship behaviour (helping and advocacy intentions (AIs)) in an electronic banking services setting.Design/methodology/approachIn total, 439 respondents who use at least one form of electronic banking service and who have previously received positive messages about electronic banking services from other customers were approached to complete a self-administered structured questionnaire.FindingsSource credibility dimensions have a positive and significant relationship with PU. PU in turn has a positive and significant relationship with helping intentions and AIs as forms of customer citizenship.Research limitations/implicationsThe findings advance understanding of the extent to which customers rely on the perceptions of other customers in determining the usefulness of a service as well as their willingness to advocate the benefits of the service and help other customers.Practical implicationsThe findings may guide retail banks in obtaining a greater understanding of the customer citizenship behaviour process and the extent to which banks can rely on customers to convince other customers of the benefits of electronic banking services.Originality/valueThis study offers insight into the antecedents of the advocacy and helping intentions sub-dimensions of customer citizenship behaviour. It also explains how value between customers can be created by considering the elaboration likelihood model and social exchange theories, and customer citizenship behaviour.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Apr 3, 2018

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create lists to
organize your research

Export lists, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off