Customer Citizenship Behavior in Customer Networks: An Analysis in the Lens of Network and Consumer Value Theories

Informações

Código: MKT2243
Divisão: MKT - Marketing
Tema de Interesse: Tema 07 - Avanços na Ciência de Serviços

Autores

Renata Monteiro Martins (Mestr e Dout em Admin de Empresas /FGV/EAESP - Fundação Getulio Vargas/Esc de Admin de Empresas de São Paulo) remonteiromartins@gmail.com
Felipe Zambaldi (Mestr e Dout em Admin de Empresas /FGV/EAESP - Fundação Getulio Vargas/Esc de Admin de Empresas de São Paulo) felipe.zambaldi@fgv.br

Resumo

The emergence of peer-to-peer platforms in the virtual environment has not only challenged organizations to develop customer engagement strategies but has also leaded researchers to look at the active role of customers as co-creators of value. Within this context, the concept of customer citizenship behavior (CCB) appears to describe voluntary and helping actions individuals adopt during the service delivery process toward other customers and firms. Although there is an increasing research on this topic, most of the studies focus on the motivations that drive social exchange between parties, overlooking how networks’ structures impact on this behavior. Drawing on the integration of network and consumer value theories, our objective is to propose a framework explaining how the relation between network settings and value encourage customers to help others. To do so, we conducted interviews and netnography in different customer networks based on a critical realist perspective. Our findings suggest that different motivations drive customer citizenship behavior, in such a way they are related to networks’ structure and purpose. From data analysis, we elaborated four propositions amenable for future refinement, and from which we expect to contribute to literature on CCB and to managers on the construction of favorable network environments.

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