![]() INTRODUCTION The increase in globalization, direct competition between foreign and local brands and a more knowledgeable customership that conveniently compares offerings of competing brands have intensified competition in today's marketplace. Keywords: Customer citizenship behaviour, display of affiliation, positive interaction, positive word-of-mouth, sportsmanship, suggestions for improvement. The study concluded that positive employee-customer interaction predicts customer citizenship behaviour measured as display of affiliation, sportsmanship, suggestion for improvement and positive word of mouth and recommends that healthcare brands in south-south Nigeria the seek to elicit or enhance citizenship behaviour of customers should train and orient service personnel to develop the right behaviours, attitudes and dispositions that facilitate enjoyable, cordial, harmonious and result-oriented interactions with customers. It was also observed that the link between the variables is statistically significant. The study observed that positive interaction relates positively to customer citizenship behaviour through display of affiliation, sportsmanship, suggestion for improvement and positive word of mouth. The Spearman's Rank Order Correlation served as the test statistic relying on SPSS version 24.0. Face, content and construct validity tests were employed to validate the instrument while the Cronbach's alpha test was employed to establish its reliability. An explanatory research design was adopted, while a structured questionnaire served as the research instrument. ![]() ![]() The population of the study comprised customers of healthcare brands who are academic staff of federal government-owned Universities in south-south Nigeria. ![]() Positive interaction was assessed unidimensionally while positive word of mouth, display of affiliation, sportsmanship and suggestion for improvement were adopted as proxies of customer citizenship behaviour. This study sought to examine the link between positive employee-customer interaction and customer citizenship behaviour. ![]()
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