Customer Citizenship Behavior Scale Development And Validation

First of all, based on the research of the organizational citizenship behavior(OCB) and customer citizenship behavior (CCB), we proposed the theoretical and practical significance to study the problem.Second, we made a brief review of the previous OCB and CCB research. We divided this research into two parts: In the first part, we developed the localization scale of customer citizenship behavior based on existing concepts, definitions and measurement methods of the CCB from retailing industry. We found customer citizenship behavior scale includes five dimensions: loyalty, compliance, protecting resources, kindness to employee, helping others. Loyalty consists of four items, compliance consists of five items, protecting resources consists of three items, kindness to employee consists of four items, helping others consists of four items. Then we compared the new scale and the existing one by Groth (2005) to assure the differences between them.In the second part, we explored the influence of the customer satisfaction and consciousness to customer citizenship. We found customer consciousness affect customer citizenship behavior (loyalty, compliance, protecting resources, kindness to employee, helping others). Customer satisfaction affect customer citizenship behavior ,and when we control the customer consciousness, customer satisfaction remains a positive impact on customer citizenship behavior.We also found that in the dimensions of customer loyalty and helping others,the impact from customer satisfaction is greater than the consciousness.But in the compliance,protecting resources and kindness to employee,the impact from customer consciousness is greater than the impact from the customer satisfaction.Finally, we conducted a discuss of the results of this study and the outlook of the follow-up study, including the study of the customer citizenship behavior in the different industries and different cultures context , Influential factors ,the results and mechanism of the customer citizenship behavior.