Work

Antecedents of Customer Citizenship Behavior Among Automobile Online Brand Community in Malaysia

Year: 2017

Type: article

Abstract: This study intends to explore the antecedents of customer citizenship behavior (CCB) in Malaysia. CCB has been frequently debated in the last few decades, but researchers have not reached consensus on the definitions of various extra-role behavior because due to the inconsistent terminologies of CCB. The systematic sampling among 156 members of automobile online brand communities revealed that brand trust and brand love has a significant relationship on customer citizenship behavior.

Source: Journal of Technology Management and Business

Authors: Siti Aishah, Hasnizam Shaari

Institution: Universiti Utara Malaysia

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W2683653727

FWCI:

Cites: 49

Cited by: 1

Related to: 10