EXPLORING ANTECEDENTS OF CUSTOMER ORGANIZATIONAL CITIZENSHIP BEHAVIORS (COCBS) IN SERVICE RECOVERY: A SOCIAL EXCHANGE THEORY APPROACH

摘要

By viewing customers as value co-creators, a new service-centered perspective argues that value can be co-created through collaboration with all parties in a value creation network and through learning from customers (Vargo and Lusch 2004). Along with this notion, the issues related to customer organizational citizenship behaviors (COCBs), defined as "voluntary and discretionary behaviors that are not required for the successful production and delivery of the service but that, in the aggregate, help the service organization overall" (Groth 2005, p. 11), have been noted by researchers and practitioners due to the positive influences of COCBs such as value co-creation, long-term relationship with customers, and effectiveness of marketing strategies (Dong, Evans, and Zou 2008; Roggeveen, Tsiros, and Grewal 2011).