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Hospitality Administration and Management
Relationship length; Contact frequency; Customer citizenship behaviors; Customer affective commitment; Service industry
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Full-Text Articles in Business
Moderating Effects Of Relationship Length And Contact Frequency On Customer Citizenship Behaviors, Laee Choi, Mi Ran Kim
Moderating Effects Of Relationship Length And Contact Frequency On Customer Citizenship Behaviors, Laee Choi, Mi Ran Kim
ICHRIE Research Reports
Studies show that contact frequency and relationship length impact co-creative and in-role behaviors with service providers. However, their influence on extra-role or customer citizenship behaviors (CCBs) remains unexplored. This study delves into the moderating role of relationship length and contact frequency within the CCB model. Utilizing an online survey (n = 665), the study unveils that perceived justice’s impact on affective commitment is not moderated by contact frequency, whereas the impact is stronger in short-term than in longer-term relationships. The perceived support-affective commitment-CCBs relationship is stronger in high contact than in low contact group. Similarly, the relationship is stronger for …