If employees “go the extra mile,” do customers reciprocate with similar behavior?

Youjae Yi, Taeshik Gong

Research output: Contribution to journalArticle

58 Citations (Scopus)

Abstract

This study proposes an integrated framework depicting the effects of two types of employee behavior (employee citizenship behavior and employee dysfunctional behavior) on customer satisfaction, which in turn, influences customer commitment. Customer satisfaction and commitment are then expected to affect two types of customer behavior (customer citizenship behavior and customer dysfunctional behavior). A survey of matched responses from 123 employees and 590 customers reveals that employee citizenship behavior, employee dysfunctional behavior, customer satisfaction, and customer commitment are important predictors of customer citizenship behavior and customer dysfunctional behavior. Furthermore, this study identifies variables (relationship age, group size, and communication frequency) that moderate the relationships being considered. The results show that the effects of two types of employee behavior on customer satisfaction are stronger when relationship age and communication frequency are higher.
LanguageEnglish
Pages961-986
Number of pages26
JournalPsychology and Marketing
Volume25
Issue number10
Early online date11 Sep 2008
DOIs
Publication statusPublished - Oct 2008

Fingerprint

Citizenship behavior
Employees
Employee behaviour
Customer satisfaction
Communication
Customer behavior
Customer commitment
Age Groups
Age groups
Group communication
Integrated
Group size
Predictors
Surveys and Questionnaires

Keywords

  • marketing
  • customers
  • customer service
  • customer behaviour
  • employee behaviour

Cite this

Yi, Youjae ; Gong, Taeshik. / If employees “go the extra mile,” do customers reciprocate with similar behavior?. In: Psychology and Marketing. 2008 ; Vol. 25, No. 10. pp. 961-986.
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If employees “go the extra mile,” do customers reciprocate with similar behavior? / Yi, Youjae; Gong, Taeshik.

In: Psychology and Marketing, Vol. 25, No. 10, 10.2008, p. 961-986.

Research output: Contribution to journalArticle

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