Customers as Partial Employees: A Review of Customer Citizenship Behavior Research

Organizational Citizenship Behavior (OCB) research has extended to the customer domain. It is Customer Citizenship Behavior(CCB). Based on combing the existing literatures, this paper induced the definition, dimensions, the antecedents and consequences of CCB. CCB is voluntary and discretionary behavior by individual customers that is not directly or explicitly expected or rewarded, but beneficial to organization. There are many researches about dimensions and antecedents of CCB. The antecedents include customer satisfaction, customer commitment, Customer perception justice, personal loyalty and customer affect, etc. The research about consequences of CCB is less. In the last, directions for future research are offered.