Understanding Special Requests as Drivers of Customer Citizenship Behaviors: the Mediating Role of Gratitude and Satisfaction

• Type: Article in International Scientific Journal
• Date: 2023-06-03

Authors

Teresa Fernandes (Author) FEP; Beatriz Cruzeiro (Author) FEP

Journal

Title: Journal of Marketing Theory and Practice

Vol. 30

ISSN: 1069-6679

Publisher: Taylor & Francis

Indexing

ISI Web of Knowledge - 10 Citations

Scopus - 14 Citations

Scientific classification

CORDIS: Social sciences

FOS: Social sciences

Other information

Authenticus ID: P-00W-EBZ

DOI: 10.1080/10696679.2022.2056708

Abstract (EN): Customer special requests are requests that fall outside frontline employees’ (FLE) normal job duties, requiring them to adapt to fit customer’s needs. Adopting the customer perspective, this study aims to understand how can service firms benefit from an efficient reply to these requests. 280 customers were surveyed regarding a plethora of self-selected requests. Results show that FLE's adaptive behaviors promote customer citizenship behaviors (CCB) through gratitude and satisfaction, revealing a dual route to CCB according to request type. The study contributes a better understanding of the mechanisms underlying FLE-customers reciprocal relationship, showing that special requests produce value for both parts.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 15