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Personality Antecedents of Customer Citizenship Behaviors in Online Shopping Situations
Author(s) -
Anaza Nwamaka A.
Publication year - 2014
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20692
Subject(s) - psychology , agreeableness , extraversion and introversion , social psychology , big five personality traits , customer satisfaction , personality , organizational citizenship behavior , citizenship , context (archaeology) , marketing , business , organizational commitment , paleontology , biology , politics , political science , law
This study examines the psychological process used in predicting customer citizenship behaviors. Hypotheses are proposed to test the effects of personality traits on customer satisfaction, and customer citizenship behaviors in an online shopping context. Two broader elemental traits—agreeableness and extraversion—are posited to lead to specific state‐based traits; namely, perspective taking and empathic concern. In turn, empathic reactions are expected to affect customer satisfaction as well as customer citizenship behaviors. Study results demonstrate that individuals high on empathic concern feel greater satisfaction with the service provider, and display a greater propensity to help other online shoppers.