Open AccessCustomers as Volunteers? E-Customer Citizenship Behavior and Its Antecedents
Author(s) -
Gokiladevi Ponnusamy
Publication year - 2015
Publication title -
information management and business review
Language(s) - English
Resource type - Journals
ISSN - 2220-3796
DOI - 10.22610/imbr.v7i3.1153
Subject(s) - expectancy theory , business , marketing , clothing , organizational citizenship behavior , loyalty business model , competition (biology) , citizenship , loyalty , customer satisfaction , corporate social responsibility , sustainability , advertising , public relations , service quality , management , organizational commitment , economics , service (business) , ecology , archaeology , biology , politics , political science , law , history
The low barriers to enter into the e-marketplace have inevitably intensified the competition among e-retailers. Online retailers are struggling to build a sustainable business model that ensures customers’ continuing commitment to their businesses. This study addresses the challenges faced by eretailers in terms of examining website services and functionalities that would consequently lead to eloyalty among customers. Empirical findings, based on 385 online apparel shoppers, have shown that extending customers’ voluntary behavior (customer citizenship behavior) that can be cultivated upon gaining customers’ satisfaction and loyalty provide leads to a better future for e-retailer’s sustainability. This study examines the applicability of expectancy-disconfirmation theory and social exchange theory in the virtual world.