Customers’ Voluntary Behavior: Are Men From Mars and Women From Venus?

How retail stores can improve customers’ voluntary behavior (CVB) is an important business issue. Many extant studies on service quality were based on the rational thinking perspective, ignoring the impact on the behavior of customers’ intuition and feelings. This research explores the two paths that influence customers’ CVB, based on the neuro-marketing perspective of two brain mechanisms that affect consumers’ behavior. Via empirical research, this study collected a total of 719 valid respondents with retail shopping experience. The results confirmed that the two paths do affect CVB: (1) rational thinking path: service quality positively affects CVB (direct effect); (2) intuitive emotional path: the feelings of satisfaction positively affect CVB. This study also found that gender exhibits some differences in CVB. Compared with males, females are more willing to engage in CVB behavior. Finally, the theoretical and managerial implications of this research are discussed. © 2023, Chinese Society for Quality. All rights reserved.