Customer participation and citizenship behavior effects on turnover intention

Recent marketing literature highlights customer participation role in service delivery. Prior research focuses on the organization and employees. However, no studies analyze this role's consequences for customers' turnover intention. This study presents two hypotheses relating participatio...

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Bibliographic Details
Published in:Journal of business research 2015-07, Vol.68 (7), p.1607-1611
Main Authors: Revilla-Camacho, María Ángeles, Vega-Vázquez, Manuela, Cossío-Silva, Francisco José
Format: Article
Language:English
Subjects:
Citizenship
Consumer behavior
Customer citizenship behavior
Customer participation
Customer relations
Customer services
Customer's turnover intention
Customers
Employees
Market strategy
Marketing
Profitability
Public relations
Quality of service
Studies
Turnover
Value co-creation
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Summary:Recent marketing literature highlights customer participation role in service delivery. Prior research focuses on the organization and employees. However, no studies analyze this role's consequences for customers' turnover intention. This study presents two hypotheses relating participation behavior and citizenship behavior to customers' turnover intention. The analysis of a sample of 547 users of health and beauty services significantly and negatively relates customers' participation and citizenship behavior to their turnover intention. Findings suggest that customers' participation behavior enhances the consolidation of the relationship with the customer. The consequences for business results shows that if a firm maintains its customers on a lifelong basis, the firm can achieve greater profitability levels. First, replacing lost customers costs are high. Second, the longer the relationships between firms and their customers are, the greater the present value is.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2015.02.004