Work

Customer–Company Identification as the Enabler of Customer Voice Behavior: How Does It Happen?

Year: 2020

Type: article

Abstract: In this study, we define customer voice behavior as a consumer's extra-role communicative behavior of offering suggestions or opinions to enterprises. We classified customer voice behavior into two dimensions: promotive and prohibitive voices. Furthermore, we explored the relationship between customer-company (C-C) identification and customer voice behavior. From a sample of 394 university students who were customers of food delivery services, the results showed that C-C identification was positively related to both promotive and prohibitive voices while felt responsibility for constructive change (FRCC) played a mediating role between C-C identification and both kinds of customer voice behavior. In addition, we found the moderating effects of self-impact, which could strengthen the impacts of FRCC on customer voice behavior and the mediating effects of FRCC. The theoretical and practical implications of this study are also discussed.

Source: Frontiers in Psychology

DOI: 10.3389/fpsyg.2020.00777

Authors: Yang Ran, Hao Zhou

Institution: Sichuan University

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $2,950

Funders: National Natural Science Foundation of China, Sichuan University, Fundamental Research Funds for the Central Universities