CUSTOMER CITIZENSHIP BEHAVIOR: SCALE DEVELOPMENT AND VALIDATION.

Customer citizenship behaviors (CCB) in service sector stand out as an important means of promoting the survival of firms in a rapidly increasing competitive environment. Yet, customer citizenship behavior has not been studied sufficiently and remained a weakness according to the organizational citizenship literature. In this study, it is aimed to develop a customer citizenship behavior scale which is broader than the existing ones in the literature and can be easily adapted to different cultures and languages. In the research part, data were derived from 887 users of GSM service, which is used almost in the same way in every societies. The results present that CCB has seven sub-dimensions named as providing feedback, positive word of mouth, helping other customers, policing of other customers, suggestion for service improvement, participation to firm activities, and intention to use. [ABSTRACT FROM AUTHOR]