ABSTRACT
This chapter discusses the several antecedents of customer value creation behaviour, with a focus on the particular nature of the behaviour: namely, customer participation behaviour and customer citizenship behaviour. They demonstrate that customer ability, motivation, and role clarity have significant effects on customer compliance. Furthermore, they show that three customer attributes are interrelated. Specifically, they report that role clarity leads to ability, which in turn leads to motivation. On the basis of social exchange theory, Bettencourt argues that customer satisfaction leads to customer citizenship behaviour because customers want to reciprocate favourable treatment and outcomes with customer citizenship behaviour. According to social exchange theory, customer justice can be expected to lead to customer citizenship behaviour, because a social exchange relationship develops between customers and employees. Following the logic of social information processing theory, they argue that if focal customers witness other customer's citizenship behaviour, focal customers take it as acceptable, desirable, and even worthy of mimicry during the value creation process.
