Exploring the relationship between Individual Traits and Customer Citizenship Behavior through Social Motives

The purpose of this study is to identify the social motive of customers in performing Customer Citizenship Behavior (CCB). It takes into account the personality characteristics and explains CCB as a result of social motive fulfillment. In doing so it identifies customer satisfaction as an important but moderating factor such that a satisfied customer when encounters an opportunity to fulfill social motive would be involved in CCB such as suggesting the service provider, advocating about the service provider, helping other customers and/or tolerating service failures. This study would contribute to the customer-citizenship behavior research by investigating the relationship between personality traits and voluntary performance. Furthermore by taking into account the personality traits of individual customers it tries to analyze trait to behavior process model of CCB. Also by analyzing customer satisfaction as a moderator, the relationship between social motive and CCB can be further examined such that whether or not a satisfied customer is involved in CCB when they are in pursuit of full filling their social need.