Demystifying the impact of customer participation on citizenship behaviors through interpersonal attraction and its contingencies

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Demystifying the impact of customer participation on citizenship behaviors through interpersonal attraction and its contingencies

This paper addresses the lack of clarity on the linkage between customer participation (CP) and customer citizenship behavior (CCB) by using reinforcement theory to investigate the mediating role of interpersonal attraction (IPA) and the moderating effect of three types of reinforcers (people, task,...

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Bibliographic Details
Main Authors:	Chan, Wa Kimmy, Gong, Taeshik, Sharma, Piyush, Chu, Candace
Format:	Journal Article
Published:	Elsevier 2022
Online Access:	http://hdl.handle.net/20.500.11937/88831

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