ANTECEDENTS AND CONSEQUENCES OF CUSTOMER CITIZENSHIP BEHAVIOR IN SERVICE INDUSTRIES: A SYSTEMATIC LITERATURE REVIEW AND FUTURE RESEARCH AGENDA
Keywords:
Customer Citizenship Behavior, Antecedents, Consequences, Service Industry, Systematic Literature ReviewAbstract
Voluntary customer behavior that goes beyond formal transactional roles, commonly referred to as customer citizenship behavior (CCB), has gained growing attention in service marketing literature, particularly within the service-dominant logic paradigm. Despite the rapid proliferation of CCB studies, an integrative synthesis mapping its antecedents and consequences across diverse service industry contexts remains scarce. This study employs a systematic literature review (SLR) approach following the PRISMA 2020 protocol to analyze ten selected articles sourced from Scopus and Web of Science, published between 2021 and 2025. Findings reveal that CCB antecedents cluster into three main dimensions: relational factors, customer identification, and technology-based factors. Service quality, trust, and customer-organization identification consistently emerged as the most robust drivers of CCB across various service sectors. The consequences of CCB were found to be multidimensional, simultaneously affecting customer experience, employee work dynamics, and organizational performance. This study further identifies critical literature gaps, including the underexplored dark side of CCB such as customer entitlement, limited cross-cultural investigations, and the predominance of cross-sectional designs that restrict a longitudinal understanding of CCB dynamics.
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