Organizational citizenship behavior (OCB) research is extended
to the customer domain by examining the role of customer behavior in Internet
service deliveries. Based on the OCB framework, it was hypothesized that a
conceptual distinction between in-role behaviors (i.e., task performance) and
extra-role behaviors (i.e., citizenship behavior) can be extended to customers who
participate in service delivery. Survey data show that customers differentiate
coproduction behaviors from customer citizenship behaviors. Furthermore, these two
behaviors had different sets of predictors. Theoretical and practical implications
are discussed from the perspective of OCB theories.
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