Analysis of the Effect of Customer Citizenship Behavior on Repurchase Intention
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista de Ciências da Administração |
Texto Completo: | https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2014v16n40p156 |
Resumo: | In the present paper, customer citizenship behavior (CCB) is assessed as a manifestation of value co-creation in the costumer-organization relations. Considering the extant marketing literature proposition that postulates that value co-creation, in the long run, is translated to the organization into customer purchase and repurchase behavior, as explained by the relation between value-in-use and value-in-exchange, this article aims to analyze the effect of CCB upon repurchase intention. In order to conduct such analysis, the CCB scale developed by Yi and Gong (2013) was adapted to the Brazilian context. The assessments of the adapted scale and of the relation between CCB and repurchase intention were conducted with structural equation modeling. Results indicate a lack of consistency of one of the CCB dimensions proposed by Yi and Gong (2013) and suggest that CCB is a determinant that presents an expressive effect upon repurchase intention. |
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Analysis of the Effect of Customer Citizenship Behavior on Repurchase IntentionAnálise do Efeito do Comportamento de Cidadania do Consumidor em Intenção de RecompraIn the present paper, customer citizenship behavior (CCB) is assessed as a manifestation of value co-creation in the costumer-organization relations. Considering the extant marketing literature proposition that postulates that value co-creation, in the long run, is translated to the organization into customer purchase and repurchase behavior, as explained by the relation between value-in-use and value-in-exchange, this article aims to analyze the effect of CCB upon repurchase intention. In order to conduct such analysis, the CCB scale developed by Yi and Gong (2013) was adapted to the Brazilian context. The assessments of the adapted scale and of the relation between CCB and repurchase intention were conducted with structural equation modeling. Results indicate a lack of consistency of one of the CCB dimensions proposed by Yi and Gong (2013) and suggest that CCB is a determinant that presents an expressive effect upon repurchase intention.In the present paper, customer citizenship behavior (CCB) is assessed as a manifestation of value co-creation in the costumer-organization relations. Considering the extant marketing literature proposition that postulates that value co-creation, in the long run, is translated to the organization into customer purchase and repurchase behavior, as explained by the relation between value-in-use and value-in-exchange, this article aims to analyze the effect of CCB upon repurchase intention. In order to conduct such analysis, the CCB scale developed by Yi and Gong (2013) was adapted to the Brazilian context. The assessments of the adapted scale and of the relation between CCB and repurchase intention were conducted with structural equation modeling. Results indicate a lack of consistency of one of the CCB dimensions proposed by Yi and Gong (2013) and suggest that CCB is a determinant that presents an expressive effect upon repurchase intention.No presente artigo, o comportamento de cidadania do consumidor (CCB) é avaliado como uma manifestação de cocriação de valor na relação consumidor-organização. Considerando a proposição existente na literatura de marketing de que a cocriação de valor, a médio e longo prazo, se traduz em benefícios tangíveis à organização na forma de compra e recompra do consumidor, explicada através da relação entre valor-em-uso e valor-em-troca, o artigo busca analisar o efeito do CCB na intenção de recompra. Para tanto, foi adaptada a escala de CCB de Yi e Gong (2013) para o contexto brasileiro. A avaliação da escala adaptada e da relação proposta entre CCB e intenção de recompra se deu com modelagem de equações estruturais. Os resultados indicam falta de consistência de uma das dimensões de CCB propostas por Yi e Gong (2013) e demonstram que o CCB representa um determinante de expressivo efeito sobre a intenção de recompra.Universidade Federal de Santa Catarina2014-12-16info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPesquisa Teórico-empírica; Survey; Modelagem de Equações Estruturaisapplication/pdfhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2014v16n40p15610.5007/2175-8077.2014v16n40p156Revista de Ciências da Administração; V.16 N.40 DEZEMBRO 2014; 156 - 1722175-80771516-3865reponame:Revista de Ciências da Administraçãoinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2014v16n40p156/pdf_41Grillo, TitoAraujo, ClecioDamacena, Cláudioinfo:eu-repo/semantics/openAccess2018-06-20T19:03:15Zoai:periodicos.ufsc.br:article/29746Revistahttp://www.periodicos.ufsc.br/index.php/admPUBhttps://periodicos.ufsc.br/index.php/adm/oairevista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br2175-80771516-3865opendoar:2018-06-20T19:03:15Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)false |
dc.title.none.fl_str_mv |
Analysis of the Effect of Customer Citizenship Behavior on Repurchase Intention Análise do Efeito do Comportamento de Cidadania do Consumidor em Intenção de Recompra |
title |
Analysis of the Effect of Customer Citizenship Behavior on Repurchase Intention |
spellingShingle |
Analysis of the Effect of Customer Citizenship Behavior on Repurchase Intention Grillo, Tito |
title_short |
Analysis of the Effect of Customer Citizenship Behavior on Repurchase Intention |
title_full |
Analysis of the Effect of Customer Citizenship Behavior on Repurchase Intention |
title_fullStr |
Analysis of the Effect of Customer Citizenship Behavior on Repurchase Intention |
title_full_unstemmed |
Analysis of the Effect of Customer Citizenship Behavior on Repurchase Intention |
title_sort |
Analysis of the Effect of Customer Citizenship Behavior on Repurchase Intention |
author |
Grillo, Tito |
author_facet |
Grillo, Tito Araujo, Clecio Damacena, Cláudio |
author_role |
author |
author2 |
Araujo, Clecio Damacena, Cláudio |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Grillo, Tito Araujo, Clecio Damacena, Cláudio |
description |
In the present paper, customer citizenship behavior (CCB) is assessed as a manifestation of value co-creation in the costumer-organization relations. Considering the extant marketing literature proposition that postulates that value co-creation, in the long run, is translated to the organization into customer purchase and repurchase behavior, as explained by the relation between value-in-use and value-in-exchange, this article aims to analyze the effect of CCB upon repurchase intention. In order to conduct such analysis, the CCB scale developed by Yi and Gong (2013) was adapted to the Brazilian context. The assessments of the adapted scale and of the relation between CCB and repurchase intention were conducted with structural equation modeling. Results indicate a lack of consistency of one of the CCB dimensions proposed by Yi and Gong (2013) and suggest that CCB is a determinant that presents an expressive effect upon repurchase intention. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-12-16 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Pesquisa Teórico-empírica; Survey; Modelagem de Equações Estruturais |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2014v16n40p156 10.5007/2175-8077.2014v16n40p156 |
url |
https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2014v16n40p156 |
identifier_str_mv |
10.5007/2175-8077.2014v16n40p156 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2014v16n40p156/pdf_41 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina |
publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina |
dc.source.none.fl_str_mv |
Revista de Ciências da Administração; V.16 N.40 DEZEMBRO 2014; 156 - 172 2175-8077 1516-3865 reponame:Revista de Ciências da Administração instname:Universidade Federal de Santa Catarina (UFSC) instacron:UFSC |
instname_str |
Universidade Federal de Santa Catarina (UFSC) |
instacron_str |
UFSC |
institution |
UFSC |
reponame_str |
Revista de Ciências da Administração |
collection |
Revista de Ciências da Administração |
repository.name.fl_str_mv |
Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC) |
repository.mail.fl_str_mv |
revista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br |
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1789435142149767168 |