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Customers as Good Soldiers : Examining Citizenship Behaviors in Internet Service Deliveries
Article from Journal - ilmiah internasional
JOM: Journal of Management vol. 31 no. 1 (Feb. 2005)
internet service delivery
Perpustakaan Pusat (Semanggi)
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Lihat Detail Induk
Organizational citizenship behaviour (OCB) research is extended to the customer domain by examining the role of customer behaviour in Internet service deliveries. Based on the OCB framework, it was hypothesized that a conceptual distinction between in - role behaviours (i. e., task performance) and extra - role behaviours (i. e., citizenship behaviour) can be extended to customers who participate in service delivery. Survey data show that customers differentiate coproduction behaviours from customer citizenship behaviours. Furthermore, these two behaviours had different sets of predictors. Theoretical and practical implications are discussed from the perspective of OCB theories.
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