Managing customer citizenship behavior: A relationship perspective

This paper aims to examine customer citizenship behavior (CCB) and explore the interrelationships between relationship value, relationship quality, relationship strength, and CCB. The study conceptualizes an integrated citizenship behavior model and applies it to India's banking services industry in the business-to-customer context. Structural equation modeling was employed to empirically test the hypotheses using a sample of 347 responses collected by a survey questionnaire. The findings indicate that relationship value significantly influences relationship quality, and relationship quality has a significant effect on relationship strength and CCBs. Relationship value had an indirect effect on relationship strength and citizenship behavior through relationship quality. This study also reveals significant differences between relationship quality and citizenship behavior across the customer's gender. Implications and future research directions of the study are proposed.