Influence of Commitment on Customer Discretionary Behaviour: A Survey in Retail Sector

Retail sector is one of the fastest growing sector in Indian economy. It is the largest source of employment after agriculture and has deep penetration into rural India and generating more than 10 percent of India's GDP. Retail industry is heavily people-based, requiring interaction and coordination of customers and service providers. Due to those unique characteristics of services, customer's role in organization has become indispensable. The present study examines the factors of customer citizenship behaviour (CCB) and impact of commitment on customer citizenship behaviour. To analyze the factors, exploratory factor analysis (EFA) has been applied and later on confirmatory factor analysis conform the factors that has been explored through EFA. To measure the impact of commitment on CCB structural equation modeling technique has been used. The findings of the article provide insight into multiple helping behavior of customers which are though discretionary in nature, but help in the overall functioning of the organization.