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Antecedents of customers’ helping behaviour toward other customers: An application on Egyptian higher education industry

Maher, Mohamed, Temerak, M.S., Kortam, Wael (2014) Antecedents of customers’ helping behaviour toward other customers: An application on Egyptian higher education industry. In: Marketing Dimensions: People, places and spaces. Academy of Marketing Conference Proceedings. . Academy of Marketing (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

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Abstract

Customers' citizenship behaviour refers to all extra role behaviorus performed by customers that do not affect successful completion of the service (Groth, 2005). Compared to more popular dimensions of citizenship behaviours (e.g. word-of-mouth), customers' helping behaviour has received scant research attention by marketing scholars. This research aims at developing an overarching model of antecedents of customers' helping behaviour using mixed research design. A qualitative exploratory phase, that employed two focus groups and nine in-depth interviews with undergraduate students at number of universities in Egypt, was conducted, to uncover and validate drivers of helping behaviour. A conceptual framework was then developed and tested by the means of questionnaire. 424 valid responses were collected by means quota samples from undergraduate students at five different universities. The data was analyzed by the means of SEM using SmartPLS. The study findings showed that customers' satisfaction was found to have the strongest impact on customers' helping behaviour, followed by customers' tendency to have extraversion personality trait and then, social identification with their university and their engagement in students' activities. In addition, customers' perceptions of justice were found insignificant predictor of customers' helping behaviour.

Item Type: Conference or workshop item (Proceeding)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Mohamed Hassan
Date Deposited: 31 Oct 2019 12:11 UTC
Last Modified: 04 Nov 2019 10:58 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/78115 (The current URI for this page, for reference purposes)
Temerak, M.S.: https://orcid.org/0000-0002-9128-6715
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