Analysis of the Effect of Customer Citizenship Behavior on Repurchase Intention

Abstract

In the present paper, customer citizenship behavior (CCB) is assessed as a manifestation of value co-creation in the costumer-organization relations. Considering the extant marketing literature proposition that postulates that value co-creation, in the long run, is translated to the organization into customer purchase and repurchase behavior, as explained by the relation between value-in-use and value-in-exchange, this article aims to analyze the effect of CCB upon repurchase intention. In order to conduct such analysis, the CCB scale developed by Yi and Gong (2013) was adapted to the Brazilian context. The assessments of the adapted scale and of the relation between CCB and repurchase intention were conducted with structural equation modeling. Results indicate a lack of consistency of one of the CCB dimensions proposed by Yi and Gong (2013) and suggest that CCB is a determinant that presents an expressive effect upon repurchase intention.