Investigating Antecedents and Consequences of Service Customer Extra-role Behavior

Subject Areas : Jounal of Marketing Management

A. Abbasi ¹ , M. Mousavi ² , S. M. Bagheri ³

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Received: 2013-08-31 Accepted : 2013-08-31 Published : 2012-12-21

Keywords: Citizenship Behavior, Dysfunctional behavior, Quality of perceived services, commitment, Perceived justice, Negative affect,

Abstract :

The main objective of the present study is to examine the effective factors on customer extra-role behavior e.g. customer citizenship and customer dysfunctional behavior and the results obtained from these behaviors. In the present study it is assumed that commitment, negative affect and perceived justice by customers lead them   to extra-role behavior and shape their image of the quality of perceived services. The statistical population consisted of 220 clients of   Fars province Agriculture Bank in the third quarter of 1390; these subjects were selected by applying simple random sampling. Data collection was conducted through questionnaires and model variables were tested by applying Pearson Correlation as well as Regression and SPSS software. Results obtained from experimental test showed that the management of customer extra-role behavior would be as important as employees; moreover, the organization has to manage customers’ negative affect by eliminating their dysfunctional behavior.