This document discusses customer citizenship behavior (CCB), which refers to voluntary and helpful acts by customers towards companies or other customers. It reviews several studies on CCB and related concepts. The document then describes the methodology of a descriptive survey research study conducted with 407 respondents in Bangladesh to measure levels of CCB. The study found moderate levels of CCB behaviors like filling out surveys, patience during poor service, recommendations to others. Results were analyzed by demographics like gender, occupation, income. The conclusion emphasizes the importance of CCB in building customer loyalty and skills.

1. Husian Salilul Akareem
MKT 201

2. Anika Tahsin-11104061 (#23)
 Maria Islam-11104085 (#27)
 Fatima Momin-11104132 (#35)
 Mehbuba Yasmin Tamanna-11104108 (#32)
 Tabassum Anwar Subha-11104116 (#33)
 Samiya Yesmin 11304043 (#37)
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3.  Importance
of customer citizenship
behavior
 Literature Review
 Methodology
 Result Analysis
 Conclusion

4. What is Customer Citizenship Behavior?

5.  Towards
Marketers
 Towards Customer

6. Bove & Garma’s research on customer
citizenship behaviour directed at service
personal.
 CCB-SP means helpfull volentary acts
 CCB-SP consists of 5 dimension such as
employee role, advocacy, sportmenship,
consultancy, social support
 Expert identified 31 of 69 behaviour
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7. 
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Bove, pervin and other’s reseach on the role of
individual service worker in encouraging CCB.
Customer in-role and extra role behaviours.
Customer in-role includes performing service
delivary
Customer extra role are voluntary, helpful
behaviours enacted towards firm, service
worker, other custmer
Positively affect the performance of workers and
organization
Customer’s commitment, perception about service
worker creditability and benevolence, personal
loyalty to service worker are predictor of OCB.

8. 
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Devrani & Tuzun introduced the impact of
customer-company identification & cusomer
perception of employee identification on the
CCB
Customer identification allows them to become
psychologically attached to org. By commiting to
goals, interecting cooperatively with org.
members.
Customer perception of employee identification
is positively corelated with CCB & it moderates
the relationship between customer identification
& CCB

9. Youjae Yi, Taeshik Gong
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Consequences of customer citizenship behavior &
customer badness behavior.

Customer badness behavior: dysfunctional customers
who damages the company.

“Perceive justice & commitment” exert positive
influence.
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Negative effect increases customer badness behavior.

10. Boonthawan Wingwon , Montree Piriyakul
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2 factors affect CCB- customer satisfaction & corporate
affection.
Customer satisfaction: emotional reaction towards the
product.
Corporate affection: positive attitude towards the
corporate.
Customer satisfaction has direct but corporate affection
has indirect effect towards CCB because of the
mediators.

11. Dwayne D. Gremler , Stephen W. Brown
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CCB exhibits “loyalty ripple effect” that adds value to a
firm’s service quality.
Service loyalty: a degree to which a customer Shows repeat purchasing behavior
 Has positive attitude towards provider
 Considers using the same provider if same service is
needed again.

12. 
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Research Type
-Descriptive research (Survey Method)
Sample Size and Sampling
-Sample of 407 people
-Used convenient sampling method (Non-probability
sampling)

13. 
Questionnaire Design
-Close ended questions
-Answers measured on “Likert Scale”
-Validity Test

Data Collection
- Both primary and secondary sources

Data Analysis
- Uni- variate
- Bi-variate
- Multi- variate

14. Age
<21
21-30
31-45
>45
Mean: 2.47
Standard Deviation: 1.116

15. No. of Family Members
1
2
3
4
5
>5
Mean: 3.99
Standard
Deviation: 1.016

16. EDUCATIONAL QUALIFICATION
35.0
30.0
25.0
20.0
15.0
10.0
5.0
.0
SSC
HSC
HONS
Mean: 2.78
Standard Deviation: 1.204
OTHER

17. Mean : 3.54
Standard Deviation:
1.086

18. Mean : 3.43
Standard Deviation:
1.127

19. Mean : 3.60
Standard Deviation:
1.153

20. Descriptive Statistics
Variables
Mean
Std. Deviation
I fill customer satisfaction survey provided by the parlour or saloon
2.96
1.297
I stay patience if I get poor service
2.47
1.309
I assist other customers by suggesting location of the parlour or
saloon
3.94
1.108
I help other customers if they ask for my help
3.94
.985
I recommend the service to others if I am satisfied with it
3.79
1.137
I encourage my friend and relatives to take this service
3.95
2.196
I inform the employees, if I experience any problem
4.15
1.037

21. Gender
Female
Male
Percent
Female
Gender
48.4
Male
51.6
Total
100.0

22. b
11%
o
20%
st
49%
sr
20%
Business (b)
Others (o)
OCCUPATION
11.1
Cumulative
Percent
11.1
20.4
31.7
Service (sr)
19.9
51.6
Student (st)
48.4
100.0
Percent
Total
100.0

23. 25.0
Frequency
20.0
15.0
10.0
5.0
.0
BELLOW
20000
20001-35000
35001-50000
50001-65000
65001-80000
80001-100000
Monthly Income
ABOVE
100000

24. 30.0
25.0
Frequency
20.0
15.0
10.0
5.0
.0
Monthly Expenditure

25. 
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Customers are valuable resource
Increase employees’ skills through employeecompany interactions
Types of messages that employees send
Increase “the word of mouth’’
Establishing information
Customer satisfaction survey.
Employee behaviour Training

26. 
Any Questions?