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首页> 外文期刊>Journal of Business Research >A more comprehensive understanding and measure of customer helping behavior
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A more comprehensive understanding and measure of customer helping behavior

机译：对客户帮助行为的更全面理解和衡量

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摘要

We develop a more comprehensive measure of discretionary, extra-role behaviors that customers engage in to help a company. While customer helping behaviors have been studied previously, attempts to develop valid measures have been limited. We use the validation process for the Organizational Citizenship Behavior scale as a model to develop and validate a new scale measuring a comprehensive range of customer helping behaviors. We identify multiple dimensions of customer helping behaviors that are engaged in by the same customers, driven by the same antecedents, and collectively form a helping behaviors scale. Using student samples and customers of a non-profit organization, we demonstrate a consistent scale structure, reliability, and nomological and external validity. We present two variations of the scale, one for for-profit companies and one for non-profit organizations. This scale is intended to be used as a dependent behavioral measure to enable researchers to capture multiple customer helping behaviors.
机译：我们开发了一种更全面的措施，以衡量客户参与以帮助公司的自行决定的，额外的角色行为。虽然先前已经研究了客户帮助行为，但是开发有效措施的尝试受到了限制。我们将组织公民行为量表的验证过程用作模型，以开发和验证新的量表，该量表测量了广泛的客户帮助行为。我们确定了由相同客户，相同先行驱动的客户帮助行为的多个维度，并共同形成了帮助行为规模。使用学生样本和非营利组织的客户，我们展示了一致的量表结构，可靠性以及法理和外部有效性。我们介绍了两种规模的变化，一种是针对营利性公司的，另一种是针对非营利性组织的。该量表旨在用作从属行为量度，以使研究人员能够捕获多种客户帮助行为。

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