Inclination for Customer Citizenship Behaviour on Transportation Market

• Published in: Development of Transport by Telematics Vol. 1049; pp. 422 - 433
• Main Author: Dewalska-Opitek, Anna
• Format: Book Chapter
• Language: English
• Published: Switzerland Springer International Publishing AG 2019; Springer International Publishing
• Series: Communications in Computer and Information Science
• Subjects: Customer Citizenship Behaviour (CCB); Transportation
• ISBN: 3030275469; 9783030275464
• ISSN: 1865-0929; 1865-0937
• DOI: 10.1007/978-3-030-27547-1_30

Passenger transportation has been undergoing serious changes towards more ICT based and customer-oriented services. Customers are not only purchasers, but participate in added value co-creation in transportation market, which bring benefits to others. This extra-role behaviour is defined as customer citizenship behaviour (CCB) and may be described as voluntary performance. It consist of several dimensions, nevertheless some seem to be of high importance, i.e.: providing information, encouraging and helping other customers. In the transportation market CCB would refer to providing real-time information to other road users via mobile apps, car sharing and ride sharing. To identify the inclination for customer citizenship behaviour a quantitative research (a survey) was conducted on a group of 241 customers. Research data gathered from a sample of Silesian customers and analyzed on the basis of exploratory factor analysis allowed extracting a 4-item construct of key drivers for helping behaviour, i.e.: social influence (i.e. the extent to which customers are influenced by others), economic and environmental awareness (saving the natural environment, time and money) CCB inclination (as a tendency to engage in citizenship behaviour in future) and intrinsic motivation (i.e. pursuing an activity for the enjoyment of performing it or a sense of obligation). Average variance extracted (AVE) and composite reliability (CR) allowed to verify that measures of latent variables were valid and reliable in case of all four constructs.