The role of prosocial and proactive personality in customer citizenship behaviors
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DOI: 10.1108/jcm-01-2018-2518
Abstract: Purpose This study aims to explore customer personality-related antecedents of customer citizenship behaviors (CCBs) that benefit service providers. It also investigates two-step consequences of CCBs: customer satisfaction and intention to continue the relationship. Design/methodology/approach US… read more here.
Keywords: customer; customer citizenship; proactive personality; personality ... See more keywords