The impact of customer-firm relationship quality on customer citizenship behavior: A study of the consumer goods retail services in Vietnam

Abstract

In service industries, customer citizenship behavior has a beneficial impact on the overall service business. However, research on this topic is still relatively new in Vietnam. The main purpose of this study is to investigate the impact of customer-firm relationship quality on customer citizenship behavior in the context of consumer goods retail services. Using a quantitative approach and analyzing survey data collected from 277 consumers with Structural Equation Modeling (SEM). The results of this empirical study indicate that relationship quality directly and indirectly (via customer loyalty) impacts customer citizenship behavior. On the other hand, the results also reveal that the antecedents of relationship quality in consumer goods retail services are communication effectiveness, location access convenience, and customer loyalty programs. Therefore, firms can promote customer citizenship behavior by enhancing the quality of relationships. Some managerial implications are also discussed.