The Antecedents and Consequences of Service Customer Citizenship and Badness Behavior

Abstract

This paper presents an empirical test of the antecedents and

consequences of customer extra-role behavior (i.e., customer citizenship

behavior and badness behavior). The model posits that negative affect,

perceived justice, and commitment lead to customer extra-role behavior.

In turn, such extra-role behavior is expected to impact perceived service

quality. The model was tested in an exercise class context of

participants at sports center. Results from the empirical test indicated

that managing customer extra-role behavior is as important as that of

employee. Secondly, the study found that the organization have to

manage the negative affect of customers to prevent customer badness

behavior, and perceived justice and commitment to increase customer

citizenship behavior. Implications are discussed, possible areas of

further research are indicated, and limitations of the study are noted.