MKT 201

Research on Customer
Citizenship Behavior
Husian Salilul Akareem

Submitted by
Group I:
Anika Tahsin-11104061(#23)
Maria Islam-11104085 (#27)
Fatima Momin-11104132 (#35)
Mehbuba Yasmin Tamanna-11104108 (#32)
Tabassum Anwar Subha-11104116 (#33)
Samiya Yesmin 11304043 (#37)

August 7, 2012

Summary
This paper presents the importance of Customer Citizenship Behaviour (CCB) which
is reflected in both the customers and the marketers, both of which creates value for each
other in a lot of ways. Also, we have included the findings of other people about CCB such as
customer citizenship behaviourur directed at service personnel, the role of service worker in
encouraging CCB, the impact of customer-company identification and customer perception of
employee identification, the antecedents and consequences of service customer citizenship,
loyalty ripple effect, factors of CCB. For conducting this research, we have used descriptive
method with the help of a particular sample size. A questionnaire has been designed with a
good number of variables to get satisfactory response from the respondents. We collected the
data and analyzed to show changes in CCB with regards to our variables to find how
consumer preferences change as conditions applicable to them changes. Finally, we have also
mentioned about the managerial obligations which highlights how managers may influence
CCB in an organization for its profitability and success.

Customer Citizenship Behaviour and Importance

Customer citizenship behaviour is an important factor for
contributing to the overall success of the service organization. Service
organizations must understand how they can get the maximum potential
of their customers contributing to the service delivery. A result, loyal
customer may perform extra-role behaviour such as word of mouth,
product improvement suggestions and proactive communication of
anticipated problems
In recent years, there has been an increasing focus on customer
citizenship behaviour in the managerial and marketing literature. Like organizational
employees, customer may engage in a variety of citizenship behaviour directed toward a
specific organization. (Yi & Gong) argues that a central difference between service and
manufacturing firms is that customers are often physically present when the service is
provided, quite unlike manufacturing firms where customers are only rarely present during
production. Therefore, both customers and employees constitute the human resource of the
service organization. Customers often perform the work that employees might otherwise
perform, so that customers may even replace employees in service based organizations (Yi &
Gong)
Many terms have been used to describe customer citizenship behaviour, including customer
discretionary behaviour (Yi & Gong) customer voluntary performance.
The service literatures suggest various forms of customer citizenship behaviour. Growth
identified three dimensions of customer citizenship behaviour

1. Providing feedback to the organization, which means providing solicited information

to organizations that helps them improve their service delivery process.
2. Helping other customers, this closely parallels to altruism dimension found in
organizational citizenship behaviour.
3. Word-of-mouth refers to the recommendations that customers give to their friends and
relatives after they are satisfied with the services provided by the firms.
(Yi & Gong) also suggested that customers who exhibit citizenship behaviour may
demonstrate commitment to the service organization and report potential safety
problems to employee. Customer tolerance of service failures is another dimension of
customer citizenship behaviour. It is defined as customer willingness to put up with or
to be patient about service on counters that are not performed as expect. This
acquiescent attitude results in continued patronage of the store and not spreading
negative that common features of CCB include voluntary feedback discretionary
behaviour and helping organization.

Toward marketers: Customer citizenship behaviours (CCB) are highly valued by firms,
particularly in the present environment where there is a push to encourage greater customer
participation in service delivery to decrease organizational labour costs and increase
productivity. Also, CCB helps us to get ideas about the changing wants, needs and demands
of the market as time changes. This helps companies decide on product changes as well as
qualities of the products to keep up with the market and competition demands. Building
customer loyalty can lead to an increase in the companys profitable sales and will also
enhance their long-term growth.
Toward customers: Customer Citizenship Behaviour includes feedback from the customers
after they use a service or purchase a product. This helps the customer to get desired and
improved services. Through word-of-mouth, existing customers can influence other
customers to use a product or service. This in turn helps new customers to gain knowledge
about a product and also influence them to purchase. This therefore increases the value of the
companies.

Literature Review
Bove & Garma(2009) researched about the customer citizenship behaviour (CCB)
which was directed at service personnel (CCB-SP) based on the theory of social exchange.
They introduced that these CCB-SP or helpful voluntarily acts performed by customers
benefit service personnel by many ways. They provided evidence that CCB-SP consists five
dimensions such as assuming employee role, advocacy, sportsmanship, consultancy and
social support. They used 69 behaviors whereas expert group identified 31 of the 69 items
clearly belonged to one of the five dimensions. Overall the result about CCB-SP was
satisfactory and complementary as the suvey was performed both by the academics and
service personnel .
Bove, Pervan, Beatty, & Shiu(2008) introduced the role of the individual service
worker in encouraging customer organizational citizenship behaviours.They separeted the
differences between the customer in-role and extra role behaviours. Customer in-role
behaviours include performing the service delivery such as arriving on time for an
appointment, providing a description of needs, even paying for the service. In contrast, extrarole behaviours are voluntary, helpful behaviours enacted towards the firm, service worker, or
other customers which provide assistance to effective organizational functioning. These
behaviours can positively affect the performance of service workers and the organization.
They also said that customers commitment to service worker, customers perception about
service workers creditability and benevolence and finally customers personal loyalty to
service worker are the strongest predictor of customer OCBs.
(Tuzun & Devrani, 2011) have presented their research on the impact of customercompany identification and customer perception of employee identification on the customer
citizenship behaviour. Customer identification towards employee and organization allows
them to become psychologically attached to and care about the organization by commititing
to the achivements of goals, interacting positiviely and cooperatively with the organizational
members. For this reason, customer perception of employee identification is significantly and
positively correlated with CCB and it moderates the relationship between customer
identification and costomer citizenship behaviour.
(Yi & Gong, 2006) have researched about the antecedents and consequences of
service customer citizenship and badness behaviour. Customer badness behaviour refers to
dysfunctional customers who damage the company in some way. Negative effect, perceived
justice, and commitment are considered as the antecedents and perceived service quality as
the consequence. Perceive justice and commitment exert a positive influence on customer
citizenship behaviour. On the other hand, negative affect will increase customer badness
behaviour.
According to Wingwon, B, & Piriyakul, M. (2010) the factors that affect customer
citizenship behaviour are customer satisfaction and the corporate affection. The customer
satisfaction was the emotional reaction of consumers toward the product usage and the
corporate affection was the positive attitude of them toward the corporate. They said that the

customer satisfaction has direct effect but the corporate affection has indirect effect via the
negotiator.
Customer behaviour exhibits loyalty ripple effect which can add value to a firms
service quality. This effect at first initiates service loyalty which may be defined as "the
degree to which a customer exhibits repeat purchasing behaviour from a service provider,
possesses a positive attitudinal disposition toward the provider, and considers using only this
provider when a need for this service arises" (Brown & Gremler)This effect includes the
following phase:
Word-of-mouth communication: When satisfied with a service provided by a firm,
customers would be encouraged to talk about that service. Customer citizenship behaviour:
When loyal customers give advice regarding the service of a firm, it shows that they are
exhibiting behaviours that add value to the firm. Co-production: Loyal customers may,
because of their experience with and knowledge of the provider, contribute to the coproduction of the service (Bowen 1986; Lengnick-Hall 1996) by assisting in service delivery.
Social relationships: For some services, loyal customers may provide social benefits to other
customers in the form of friendships (Goodwin 1994; Goodwin and Gremler 1996; Grove and
Fisk 1997). Mentoring of other customers: Finally, loyal customers may serve as mentors to
other less experienced customers (Zeithaml and Bitner 1996) thereby making the service
delivery process easier for all parties involved.

Methodology
Research Type:
Descriptive research have been used which describes data and characteristics about
the population or phenomenon being studied. In this research, we have used descriptive
method to conduct our research where we talked about customers perception on services
provided by parlours and also tried to analyze how parlours creates customer value by
enhancing their brand quality.
Sample size and survey:
A total of 407 people from four categories of age groups such as below 21, 21-30, 31-45 and
above 45 were selected as our sample for research. All these people responded differently to
the variables related to the service quality of parlours and also about \their satisfaction
regarding the brand value they perceive. We included non-probability sampling techniques
for our research. This is because it is not possible to survey every individual among the age
groups provided in our questionnaire. Therefore with non-probability sampling techniques
that is not normally the representative of the target population because sample units are only
selected if they can be accessed easily and conveniently.
Questionnaire Design:
For the data collections purpose, a structured questionnaire is required. This means
appropriate number of research questions should be arranged with numerous variables to get

satisfactory response from the respondents. Also, the questions should be designed according
to the need of the research and should be well-defined in simple way. This should be done so
that respondents inability or unwillingness to response can be overcome. For this reason
response paper should be brief and to the point. The questionnaire should begin with
questions reflecting their personal information and gradually would start with questions
related to the general perception on the subject of our research marking on a particular scale
called likert scale. It is the most widely used approach to scaling responses in survey
research. Just like we have asked about the monthly income, their monthly expenditure,
educational qualification at the beginning and then asking questions about quality and their
perceptions on service quality of parlours which the respondents have judged on a five point
scale. Also, validity test has been taken place while doing the survey. Validity refers to the
degree to which evidence and theory support the interpretations of test scores entailed by
proposed uses of tests. The questionnaires have questions to measure the reliability of the
answers as an attempt to check whether the respondents answered the survey with full
honesty or not. For instance one of the questions was
Data collection:
Data is usually collected from primary and secondary sources for conducting a research. With
primary sources, data for analysis can be found directly. Secondary sources include online,
newspaper. We conducted our research using primary source through surveys.
We have used uni-variate method to conduct our survey. This method includes tests that
compare samples from different groups. Typically uni-variate methods are designed to
evaluate 1 variable at a time, although a second variable used to group or sort the variables
may be implied. When a 3rd or 4th variable is included, we need a multiple comparison
framework, for example, ANOVA. Although typically used to test for statistical differences in
groups, ANOVA is also a powerful tool for evaluating and comparing the precision of
measurements or the relative contribution of different factors to the total variance. Correlation
and regression are more accurately called bivariate methods because they involve the full
range of both variables rather than just using 1 variable to categorize another. Regression is
used to predict the values of 1 variable from another while correlation is used to test the
strength of association between 2 variables. Both methods are used somewhat
interchangeably to test whether variables increase or decrease together (or go in opposite
directions). These methods helps to give a satisfying estimation from the response of the
sample provided.

Result analysis:
Analysis from the descriptive statistics
Descriptive Statistics

Age
Family members
Educational qualification

Mean
2.47
3.99
2.78

Std. Deviation
1.116
1.067
1.204

Family monthly income

Service quality : Excellence

4.71
3.54

1.690
1.086

Service quality : Superior

Service quality : Standard
I suggest the parlour or saloon to customize their service
I recommend for the delivery time to the provider
I recommend in deciding the delivery place to the provider
I help other customers in comparing among parlours or saloons
I assist other customers by suggesting price
I assist other customers by telling the consequences of the service
I voluntarily help other customers whenever I see they need it
I teach other customers to use the service correctly
I discuss about advantages of the service with others
I say positive things about the parlour or saloon to others
I recommend service employee to others
I share useful ideas to improve the service after purchase
I inform the employees, if I experience any problem
I stay patience if I get poor service
I dont recommend about the delivery place to the provider
I suggest the parlour or saloon to add supportive features
I suggest in choosing service employee to other consumers
I assist customers if they are in a problem choosing the right service
I help other customers by making them aware of optional features
I help other customers by suggesting delivery time
I assist other customers by suggesting location of the parlour or saloon
I help other customers if they ask for my help
I recommend the service to others if I am satisfied with it
I encourage my friend and relatives to take this service
I encourage my family and friends about this parlour or saloon
I share my feelings to the provider after consuming the service
I fill customer satisfaction survey provided by the parlour or saloon

3.43
3.60

1.127
1.153

3.63

1.261

3.32

1.290

2.82

1.344

3.27

1.252

3.07

1.328

3.33

1.283

3.02

1.351

2.79

1.343

3.56

1.156

3.67

1.062

3.51

1.157

3.33

1.310

4.15

1.037

2.47

1.309

3.08

1.440

3.20

1.233

3.03

1.262

2.84

1.220

2.62

1.214

3.46

1.215

3.94

1.108

3.94

.985

3.79

1.137

3.95

2.196

3.59

1.132

3.17

1.250

2.96

1.297

Age

<21
21-30
31-45
>45

The result of average age reflects that the age group of 21-30 are the ones who visit the
parlour or saloon frequently. The reason behind this is that this group of people are mostly
students or job seekers who are interested in fashion and beauty conscious. The value of the
standard deviation is low which indicates that the data points tend to be very close the mean.
So the result is satisfactory.

No. of Family Members

1
2
3
4
5
>5

The mean of family members is almost four. This represents the present situation of Dhaka
city suitably as our research is based in this city. The value of the standard deviation is low
which indicates that the data points are not scattered.

EDUCATIONAL QUALIFICATION
40.0
30.0
20.0
10.0
.0
SSC

HSC

HONS

OTHER

The outcome of our mean and standard deviation indicates that the average educational
qualification is above HSC which reflects the teenager and above age group who are more
conscious about their appearance is more attracted to going to parlours.
The outcome of perception towards service quality of parlour or saloon (below) is neutral
which shows that the customers perception towards the service quality is gradually
improving. The respondents of this survey try to compare the service quality among the
parlours they go to. The customers are becoming more satisfied with the provided service
materials of parlours or saloon.

SUPERIOR
40.0
30.0
20.0
10.0
.0
Highly Diagree

Disagree

Natural

Agree

Highly Agree

STANDARD
35.0
30.0
25.0
20.0
15.0
10.0
5.0
.0
Highly Disagree

Disagree

Natural

Agree

Highly Agree

EXCELENCE
40.0
30.0
20.0
10.0
.0
Highly Diagree

Disagree

Natural

Agree

Highly Agree

Variables with Low Means:

The variables I stay patience if I get poor service and I fill customer satisfaction
survey provided by the parlour or saloon have low means indicating disagreement of due to
the fact that it comes under a negative dimension with regards to the parlour services. And the
low standard deviation indicates that most people do have this opinion.
Variable with High Means:
The variable encouraging family and friends about the service , I assist other
customers by suggesting location of the parlour or saloon , I help other customers if they
ask for my help and I recommend the service (not any specific provider) to others if I am
satisfied with it are under the dimension of positive word of mouth which represents that the
customers are satisfied with the service provided by the parlour and for this reason they are
encouraged to talk about it to other customers. Also high traffic jams in Dhaka immobile
people thus parlours are most likely to have maximum of their customers from its own
locality. And as we all form a part of the polite society we are least likely to turn people down
when asked for help directly. Most customers are also very likely to promote services due to

the fact that positive action leads to positive results and parlour is such a place that people do
bond over personal conversations regarding their skin care and the parlour. Ultimately, it will
create greater value for the parlour or saloon. On the other hand, the value of the standard
deviation shows that the data points are scattered from the mean.
The variable informing the employees if they experience any problem is known as
voice dimension of CCB which indicates the customers want to get proper satisfaction from
the service. They want to make the best worth out of the money they are paying thats why
their patience against the poor service is very low.

Analysis from frequency table:

Frequency Table
Percent
48.4

Cumulative
Percent
48.4

Male

51.6

100.0

Total

100.0

Female

GENDER

AGE

OCCUPATION

<21

25.8

25.8

21-30

25.6

51.4

31-45

24.8

76.2

45<

23.8

100.0

Total

100.0

EDUCATION

Cumulative
Percent
27.0

24.8

51.8

24.6

76.4

15.7

92.1

4.4

96.6

2.2

98.8

1.2

100.0

Total

100.0

Business

11.1

11.1

6.9

6.9

Others

20.4

31.7

6.4

13.3

Service

19.9

51.6

31.9

45.2

Student

48.4

100.0

35.4

80.6

19.4

100.0

Total

FAMILY
MEMBERS

MONTHLY
EXPENDETUR
E

Percent
27.0

EXCELENCE

100.0

2.0

2.0

Total

4.7

6.6

6.9

6.9

23.8

30.5

6.4

13.3

39.8

70.3

31.9

45.2

21.9

92.1

35.4

80.6

>5

7.9

100.0

19.4

100.0

Total

100.0

<SSC

14.5

14.5

HSC

30.7

Hons

24.8

SUPERIOR

Total

100.0

100.0

5.4

5.4

45.2

9.8

15.2

70.0

32.2

47.4

STANDARD

Masters
Total

MONTHLY
INCOME

30.0

100.0

100.0

2.2

2.2

9.1

11.3

15.0

26.3

18.7

45.0

19.2

64.1

15.5

79.6

20.4

100.0

Total

100.0

24.3

71.7

28.3

100.0

Total

100.0

Gender
Female
Male

After doing the survey, we found that the practices of parlour or salon are almost equivalent
by both men and women. It means both men and women are very conscious about their looks.
Here the percentage of male who practices the saloon is 51.6% and the female who practices
parlour is 48.4% which is shown by the pie chart.

Occupation

b; 11%

st; 48%

o; 20%

sr; 20%

The practices of parlour or salon can vary from profession to

profession. In this survey, we found that the practices of this service are very high among the
student. The most probable reason could be of high practices of this service are their early age
and most of the times we see that at this age people are very beauty conscious. Another
reason may be students are free from responsibility. So, they have enough time to practice
this service easily. On the other hand this practice is very low among the business people and
the probable reason behind it may be that they are very busy with their works. So, they do not
have enough time. The rest of the people who are service holder and from different
occupation practice this service almost at the same rate. After doing this survey, we found

that the percentage of visiting parlour or salon among the student is 48.4%, for business
people it is 11.1%, for service holder it is 19.9% and the rest of the people is 20.4%. The
graphical representation of this percentage is given above.

Frequency

30.0
25.0
20.0
15.0
10.0
5.0
.0

Monthly Income
As you can see from the above graph, the highest frequency of monthly income in our survey
is of the last group of above tk 100000. This is due to the fact that we being private university students
come from well off families most of whom have been used to amass data for this research.

Frequency

30.0
25.0
20.0
15.0
10.0
5.0
.0

Monthly Expenditure
As we have used almost equal number of people to conduct our survey, the first two age
groups being students. That being the case, they are dependents who only have a very limited amount
of allowance and thus a minimum expenditure of below tk 10,000 has the maximum frequency.

Conclusion
By studying the entire research results on CCB, we can recommend the following

Managers should view customers as a valuable resource for collecting information

regarding their wants and needs
Management should devise strategies to increase employees skills by establishing deep
and meaningful employee-company interactions.
Managers should be aware of the types of messages that employees send regarding the
service process.
Management can increase the word of mouth practice by increasing enough space in
parlour or saloon and parking facilities. These service facilities will encourage the
customers to be committed and encourage new customers about the location about the
parlour.
Management can also encourage CCB by establishing information desk at parlour to
create direct relationship with customers where they can find information and get instant
feedback.
Management can get performance review of parlour by introducing customer
satisfaction survey.
Again management should provide proper training to the employees on their norms,
behaviour so that they exhibit common courtesy and say greeting words towards the
customers.

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