Systematic review on customer citizenship behavior : Clarifying the domain and future research agenda

In the last two decades customer citizenship behavior (CCB) has attracted considerable attention. This systematic review maps what we already know about CCB. The study proposes remedies to the conceptual confusion in extant CCB research and positions it vis-a-vis similar but distinct concepts. The study systematizes existing knowledge about antecedents and consequences of CCB. CCB antecedents are organized into six categories: company resources, business to customer relationship quality, value cocreation, identity fit, customer to customer quality, and customer resources, while the CCB outcomes are organized into three categories: customer-company relational outcomes, customer-related outcomes and employeerelated outcomes. The study also offers an extensive CCB’s further research directions that are grouped along Theory, Methodology and Context