Customer citizenship behavior in online commerce community: A conceptual paper

Abstract

The shift of traditional service perspective to a more transformative service orientation given the rise of customer citizenship behavior thought. This concept considers customers as the citizen instead of a mere service recipient. Derived from organizational citizenship behavior, customer citizenship behavior (CCB) phenomenon led significant research interest among academicians and practitioners in recent years. However, the effect of CCB in relation to online commerce community is yet to be tested. It is obvious that online commerce is spreading day-by-day which became another strong medium of marketing. Existing literature stressed on sharing of knowledge and information among online consumers. However, more importance should be given to understand consumer behavior like CCB. As such, it is utmost necessary to study the behavioral pattern of online commerce community. Furthermore, there is a dearth of study that investigated the elements of social capital (structural, cognitive and relational social capital) in relation to CCB. Such social capital also translates into firm value/profits through congenial customer citizenship behavior. Considering such gaps in the existing literature, the present study aims to propose a conceptual framework highlighting the antecedents and consequence of CCB in the context of online commerce community.