You Reap What You Sow: How Customer Perceptions of Justice and Support Enhance Customer Citizenship Behaviors

Prior studies have paid relatively little attention to the mechanisms that underpin how the organizational good intentions perceived by customers (including customer perceived justice and support) may result in customers engaging in voluntary behaviors (i.e., customer citizenship behaviors [CCBs]). Thus, drawing upon the theories of social exchange, organizational support, and social identity as well as the stimulus-organism-response framework, this study aimed to examine the mediating roles of two vital relational elements (customer-based brand reputation [CBR] and customer affective commitment [CAC]) in the relationships between customer perceived justice (CPJ), customer perceived support (CPS) and target-based CCBs (helping, advocacy, tolerance, and feedback) in the smartphone after-sales service field. The data were gathered from 284 Egyptian customers using a survey questionnaire, and the proposed model was analyzed via SEM using AMOS software. The findings suggest that CBR plays a mediating role in the relationship between CPJ and two dimensions (i.e., advocacy and tolerance) of target-based CCBs. Moreover, CAC plays a mediating role in the relationship between CPS and three dimensions (i.e., helping, advocacy, and feedback) of targetbased CCBs. This study's results enrich the literature on aftersales services and target-based CCBs by identifying how CPJ and CPS motivate CCBs through CBR and CAC.