This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Similar articles in ISI Web of Science Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Google Scholar Articles by Rosenbaum, M. S. Articles by Massiah, C. A. Search for Related Content Social Bookmarking                   What's this?

When Customers Receive Support From Other Customers: Exploring the Influence of Intercustomer Social Support on Customer Voluntary Performance

Northern Illinois University

Carolyn A. Massiah

University of Central Florida

Service establishments would relish the opportunity to have their customers display customer voluntary performance (CVP) behaviors, which refer to helpful, discretionary customer behaviors that support an organization’s service performance and quality. This article draws on resource exchange theory to offer an explanation as to why some customers display CVP in the form of customer citizenship and customer care behaviors. The data reveal that customers who receive social-emotional support and, to a lesser extent, instrumental support from other customers in a service establishment reciprocate by exhibiting CVP toward the establishment and to customers in the establishment. This article demonstrates that socially supportive service environments are beneficial for customers’ health and for organizational profitability.

Key Words: social support • commercial friendships • intercustomer support • customer voluntary performance • empathy

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?