Key Factors Affecting Customer Citizenship Behavior in Small and Medium-sized Enterprises

Authors

  • Aldina Shiratina Department of Management, Faculty of Economic and Business, Universitas Mercu Buana, Jakarta
  • Andyan Pradipta Utama Department of Management, Faculty of Economic and Business, Universitas Mercu Buana, Jakarta
  • Anees Janee Ali School of Management, Universiti Sains Malaysia, Penang

DOI:

https://doi.org/10.18196/mb.v16i1.23342

Keywords:

Price Justice, Product Quality, Customer Satisfaction, Consumer Citizenship Behavior.

Abstract

Research aims: This research aims to analyze how customer satisfaction and costumer citizenship behavior (CCB) are impacted by price justice and product quality.
Design/Methodology/Approach: A quantitative methodology was employed utilizing survey data from patrons at several rest stops along the Cipali Toll Road. To examine the relationship between variables, structural equation modeling was utilized. The research population consists of customers who utilized the Cipali Toll rest area facilities at least occasionally over the past year. The research sample was selected using a judgmental sampling method as an element of non-probability sampling according to the target population.
Research findings: The study findings indicate that CCB and customer satisfaction are positively and significantly impacted by price justice and product quality. While strong product quality boosts customer satisfaction and stimulates positive customer behavior, price justice has a substantial impact on both customer satisfaction and voluntary product promotion. Furthermore, costumer satisfaction mediates the relationship between price justice and CCB, as well as between product quality and CCB.
Theoretical Contribution/Originality: This study emphasizes how crucial customer satisfaction is in enhancing the positive impact of fair prices and high-quality products on customers' voluntary behavior. It offers empirical support for the argument that fair prices and high-quality products are important in promoting positive behavior and customer loyalty.
Practitioners/Policy Implications: To gain the trust and loyalty of customers, businesses must maintain excellent product quality, comprehend and apply fair pricing strategies, and guarantee price justice. Emphasizing excellent customer service and delivering high-quality items should be the primary focus in boosting client loyalty and positive behavior.
Research Limitations/Implications: To determine whether the study results are applicable to other sectors and locations, more research is recommended in the rest areas along the Cipali Toll Road. Longitudinal studies are suggested to monitor changes in customer satisfaction and CCB over time to furrther understand the connection and spot patterns and shifts in customer perceptions.

References

Agarwal, P. (2018). Role of Consumption Emotions on "Customer Satisfaction”: An Empirical Study. Psychology and Education, 55(1), 693–700. https://doi.org/10.48047/pne.2018.55.1

Akgunduz, Y., Nisari, M. A., & Sungur, S. (2023). A Roadmap Focused on customer Citizenship behavior for fast-food Restaurants During COVID-19. International Hospitality Review, Emerald, 0(0), 1–24. https://doi.org/10.1108/ihr-01-2023-0006

Albari, A. K. (2019). The Influence of Service Quality and Price on Customer Satisfaction. AJEFB - Asian Journal of Entrepreneurship and Family Business, III(1), 49–64. https://doi.org/10.21776/jmppk.2024.03.3.08

Ali, A. H. (2023). The Impact of Perceived Procedural Justice on Dimensions of Customer Citizen- ship Behaviours : The Mediating Effect of Customer Perceived Support. Organization and Market in Emerging Economics, 14(3), 464–485. https://doi.org/10.15388/omee.2023.14.1

Alzoubi, H., Alshurideh, M., Kurdi, B. Al, & Inairat, M. (2020). Do perceived service value, quality, price fairness and service recovery shape customer satisfaction and delight? A practical study in the service telecommunication context. Uncertain Supply Chain Management, 8(3), 579–588. https://doi.org/10.5267/j.uscm.2020.2.005

Andri, P., Farida Jasfar, & Kristaung, R. (2022). Effect of Product, Distribution and Service Quality on Customer Loyalty through Customer Satisfaction at Indonesian Marketplace. Devotion Joural of Research and Community Service, 3(4), 321–330.

Bakir, M. (2022). The Effect of Customer Satisfaction and its Antecedents on Customer Citizenship Behavior In Airlines: A Cross-Cultural Comparison. In Anadolu Universtesi. Anadolu Üniversitesi, Sosyal Bilimler Enstitüsü.

Bernarto, I., Hutabarat, Z., & Purwanto, A. (2022). The Effect of Price Fairness, Brand Image, and Perceived Value on Satisfaction and Word of Mouth of Go-Jek Customers. International Journal of Artificial Intelligence Research, 6(1), 1–7. https://doi.org/10.29099/ijair.v6i1.290

Bove, L. L., Pervan, S. J., Beatty, S. E., & Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698–705. https://doi.org/10.1016/j.jbusres.2008.07.003

Budur, T., & Poturak, M. (2022). Transformational Leadership and its Impact on Customer Satisfaction. Measuring mediating effects of Organisational Citizenship Behaviours. Middle East J. Management, 8(1), 67–90. https://doi.org/10.1504/MEJM.2021.10033657

Cakici, A. C., Akgunduz, Y., & Yildirim, O. (2019). The impact of perceived price justice and satisfaction on loyalty: the mediating effect of revisit intention. Tourism Review, Emerald Insight, 74(3), 443–462. https://doi.org/10.1108/TR-02-2018-0025

Chatterjee, R., & Rahman, A. (2023). An Empirical Analysis of Factors Influencing Customer Satisfaction in the Telecommunications Industry Through the Mediating Role of Loyalty Programs. European Business & Management, 9(4), 63–70. https://doi.org/10.11648/j.ebm.20230904.11

Chiu, W., Kwag, M., & Bae, J. (2015). Customers as partial employees: the influences of satisfaction and commitment on customer citizenship behavior in fitness centers. Journal of Physical Education and Sport, 15(4), 627--633. https://doi.org/10.7752/jpes.2015.04095

Choi, L., Lawry, C. A., & Kim, M. R. (2019). Contextualizing customer organizational citizenship behaviors: The changing nature of value cocreation and customer satisfaction across service settings. Psychology and Marketing, 36(5), 455–472. https://doi.org/10.1002/mar.21190

Damayanti, N. Y. W., & Prabowo, B. (2024). The Effect of Product Quality and Service Quality on Customer Loyalty through Customer Satisfaction as an Intervening Variable (Study On Vario Motorcycle Users In Sidoarjo). Indonesian Interdisciplinary Journal of Sharia Economics, 7(2), 2619–2634.

Diputra, A. W., & Yasa, N. N. (2021). the Influence of Product Quality, Brand Image, Brand Trust on Customer Satisfaction and Loyalty. American International Journal of Business Management (AIJBM), 4(01), 25–34.

Fadhila, R. K. (2024). The Influence of Service Quality and Price on Customer Satisfaction. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 3(3), 647–654. https://doi.org/10.21776/jmppk.2024.03.3.08

Febrianti, R. A. M., Sriwardani, Juniar, S., & Apsari, R. A. (2021). Paradox of the Consumer: Case Study on MSMEs in Pacitan Regency (MSME Case Study in Lorok Wiroyo Village, Ngadirojo District, Pacitan Regency, East Java). Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(4), 832–839. https://doi.org/10.17762/turcomat.v12i4.570

Fernandes Da Silva, J., Sousa De Saldanha, E., & Barreto, D. M. B. (2019). The Mediation Effect of Customer Satisfaction on the Relationship between Product Quality, Perceived Price Justice and Customer Loyalty. Journal of Business and Management, 4(2), 48–60.

Frasquet-Deltoro, M., Alarcón-del-Amo, M.-C., & Lorenzo-Romero, C. (2019). Antecedents and consequences of virtual customer co-creation behaviours. Internet Research, 29(1), 218–244.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Halbusi, H. Al, Estevez, P. J., Eleen, T., Ramayah, T., & Uzi, M. U. H. (2020). The Roles of The Physical Environment, Social Servicescape, Co-Created Value, and Customer Satisfaction in Determining Tourists ’ Citizenship Behavior : Malaysian Cultural and Creative Industries. Sustainability, 12, 1–23. https://doi.org/10.3390/su12083229

Harsono, S., Prawitowat, T., Rachmat, B., & Widyantor, H. (2020). Mengembangkan Service Oriented-organizational Citizenship Behaviour (SOBC) dan Kualitas Layanan ( Servqual). Penamas Adi Buana, 3(2), 63–72.

Heri, J. C. P., & Tiarawati, M. (2023). The Effect Of Price Fairness And E-Service Quality On Loyalty With Customer Satisfaction As An Intervening (A Study On Netflix Users). Social Science Studies, 3(6), 485–499. https://doi.org/10.47153/sss36.7772023

Hidayat, K., & Idrus, M. I. (2023). The effect of relationship marketing towards switching barrier, customer satisfaction, and customer trust on bank customers. Journal of Innovation and Entrepreneurship, 12(1). https://doi.org/10.1186/s13731-023-00270-7

Hoe, L. C. (2018). The Effects of Product Quality on Customer Satisfaction and Loyalty : Evidence from Malaysian Engineering Industry. International Journal of Industrial Marketing, 3(1), 20–35. https://doi.org/10.5296/ijim.v3i1.13959

Hu, B., Huang, W., Yan, S., Liu, G., & Zhang, T. (2020). Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior. Sustainability (Switzerland), 12(17), 1–14. https://doi.org/10.3390/su12177047

Huang, Y., Wei, S., & Ang, T. (2021). The Role of Customer Perceived Ethicality in Explaining the Impact of Incivility Among Employees on Customer Unethical Behavior and Customer Citizenship Behavior. Journal of Business Ethics, 189(1), 1–17. https://doi.org/10.1007/s10551-020-04698-9

Ing, P., Ru, L., Ivan, V., & Osman, Z. (2019). The Relationship Between Malaysian Supermarket In-Store Shopping Experiences and Positive Word-of-Mouth. International Journal of Marketing Studies, 11(2), 115–130. https://doi.org/10.5539/ijms.v11n2p115

Kim, M. S., & Jang, J. (2022). The Impact of Employees ’ Perceived Customer Citizenship Behaviors on Organizational Citizenship Behaviors : The Mediating Roles of Employee Customer-orientation Attitude. International Journal of Hospitality & Tourism Administration, 00(00), 1–26. https://doi.org/10.1080/15256480.2021.2025191

Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50(0), 103–110. https://doi.org/10.1016/j.jretconser.2019.05.005

Kotler, P., & Armstrong, G. (2013). Dasar-Dasar Pemasaran. Jilid I, Alih Bahasa Alexander Sindoro dan Benyamin Molan. Prenhalindo: Jakarta.

Kotler, P., & Keller, K. L. (2016). Marketing management, 15th ed., Global edition. London : Pearson Education.

Kurhayadi, Rosadi, B., Yusuf, M., Din, A. S.-, & Asmala, T. (2022). The Effect of Company Reputation and Customer Experience on Customer Loyal Behavior Citylink Indonesia. Educational Journal of History and Humanities, 5(2), 417–421.

Lee, S., Illia, A., & Lawson-Body, A. (2011). Perceived price fairness of dynamic pricing. Industrial Management and Data Systems, 111(4), 531–550. https://doi.org/10.1108/02635571111133533

Leninkumar, V. (2017). The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4), 450–465. https://doi.org/10.6007/ijarbss/v7-i4/2821

Liu, S.-M. C., Trivedi, M. K., Branton, A., Trivedi, D., Nayak, G., Gangwar, M., & Jana, S. (2019). Role of the Biofield Energy Treated Test Formulation on Different Vital Organ Specific Biomarkers. Letters in Health and Biological Sciences, 4(1), 16–25.

Mayumartiana, T., Aulia, A., Octora, Y., & Setiawan, E. B. (2019). The Effect of Price Fairness and Service Convenience on Customer Satisfaction and Its Impact on Customer Loyalty (Case Study: Indonesia AirAsia). Advances in Transportation and Logistics Research, 2, 708–715. https://doi.org/10.25292/atlr.v2i0.229

Mitrega, M., Klezl, V., & Spacil, V. (2022). Systematic review on customer citizenship behavior : Clarifying the domain and future research agenda. Journal of Business Research, Elsevier, 140(0), 25–39. https://doi.org/10.1016/j.jbusres.2021.11.029

Mustafa, F., Sudiro, A., Sumiati, & Sunaryo. (2022). Customer Satisfaction as Mediation Between Service Quality and Customer Citizenship Behavior for 4-Star Hotel Customers in Makassar, Indonesia. Webology, 19(2), 3748–3776.

Nadira, S., & Abror, A. (2023). Customer Satisfaction acts as a Mediator Variable in the Relationship Between Customer Citizenship Behavior and the Halal Label, Pricing, and Product Quality. Marketing Management Studies, 3(2), 192–203. https://doi.org/10.24036/mms.v3i2.372

Naibaho, R. (2023). Usai Viral Jubir PSI Kena Getok Harga Makan, Resto di Tol Cipali Tutup. https://news.detik.com/berita/d-6687973/usai-viral-jubir-psi-kena-getok-harga-makan-resto-di-tol-cipali-tutup/2

Natalia, N. K. T., & Suparna, G. (2023). Role of Customer Satisfaction in Mediating the Effect of Product Quality and Service Quality on Customers’ Repurchase Intention of a Coffee Shop in Bali, Indonesia. European Journal of Business and Management Research, 8(5), 123–136. https://doi.org/10.24018/ejbmr.2023.8.5.2138

Octaviani, O. C., Rizan, M., & P, A. K. R. (2021). The Effect of E-Service Quality and Perceived Price Fairness on Customer Loyalty Which Customer Satisfaction As Intervening Study on Online Shopping Site in Indonesia. Jurnal Dinamika Manajemen Dan Bisnis, 4(1), 143–171. https://doi.org/10.21009/jdmb.04.1.7

Ogbeibu, S., Jabbour, C. J. C., Gaskin, J., Senadjki, A., & Hughes, M. (2021). Leveraging STARA Competencies and Green Creativity to Boost Green Leveraging STARA competencies and green creativity to boost green organisational innovative evidence : A praxis for sustainable development. Business Strategy and the Environment, 30(5), 2421–2440. https://doi.org/10.1002/bse.2754

PhamThi, H., & Ho, T. N. (2024). Understanding customer experience over time and customer citizenship behavior in retail environment: The mediating role of customer brand relationship strength. Cogent Business and Management, 11(1), 1–23. https://doi.org/10.1080/23311975.2023.2292487

Prakoso, B. (2022). Organizational Citizenship Behavior. International Encyclopedia of the Social & Behavioral Sciences: Second Edition, 204, 179–186. https://doi.org/10.1016/B978-0-08-097086-8.22031-X

Qiu, H., Wang, N., & Li, M. (2021). Stimulating Customer Citizenship Behavior With Service Climate: The Mediating Role of Customer Psychological Empowerment. Sage Open, 11(1), 1–15. https://doi.org/10.1177/21582440211006065

Radic, D. (2023). Price Fairness: Square Equity and Mean Pricing. Journal of Revenue and Pricing Management, 23, 96–102. https://doi.org/10.1057/s41272-023-00418-w

Rady, A., Abdelaziz, M., & Touni, R. (2023). The Impact of Price Fairness on the Perceived Value and Customer Satisfaction Under the Exchange Rate Change in Hotels in Egypt. Journal of Association of Arab Universities for Tourism and Hospitality, 25(2), 68–104. https://doi.org/10.21608/jaauth.2024.254341.1534

Ramadhan, G. A., & Soliha, E. (2024). The Influence of Service Quality, Product Quality, Price Perception and Location on Visitor Satisfaction at Warmindo Barokah Kedungmundu. Jurnal Ilmiah Ekonomi, 19(1), 119–124. https://doi.org/10.58777/mbs.v1i1.156

Rohmah, H. M., Sunaryo, & Suryadi, N. (2023). The Effect of Product Quality and Distinctiveness on Consumer Loyalty Mediated by Consumer Satisfaction. International Journal of Science and Society, 5(2), 449–465. https://doi.org/10.54783/ijsoc.v5i2.709

Ru, D., & Jantan, A. H. Bin. (2023). The Intervening Role of Customer Loyalty and Self-Efficacy on the Relationship Between of Customer Satisfaction , Customer Trust , Customer Commitment , Customer Value and Customer Citizenship. Journal of International Business and Management 6(1):, 6(1), 1–12.

Sahid, W., & Abadi, F. (2024). The Effect of Product Quality, Service Quality on Customer Loyalty Mediated Satisfaction for Grabfood Customers in Jabodetabek. International Journal of Science and Society, 6(2), 545–565. https://doi.org/10.54783/ijsoc.v6i2.1181

Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research, 8(2), 23–74. https://doi.org/10.23668/psycharchives.12784

Segarra‑Moliner, J., & Moliner‑Tena, M. (2024). Engaging in customer citizenship behaviours to predict customer lifetime value. Journal of Marketing Analytics, 12, 307–320. https://doi.org/10.1057/s41270-022-00195-2

Serrano, L. J. A. H. D. C., & Bernarto, I. (2023). Effect of price fairness, service quality, brand image and product quality on consumer satisfaction Electric Cars (Ev) in Indonesia. Enrichment : Journal of Management, 13(1), 135–144. https://doi.org/10.35335/enrichment.v13i1.1206

Shafiee, M. M., & Tabaeeian, R. A. (2021). The Impact of Corporate Social Responsibility on Relationship Quality and Customer Citizenship Behavior : Hotel Reputation as a Moderator. Journal of Quality Assurance in Hospitality & Tourism, 00(00), 1–23. https://doi.org/10.1080/1528008X.2021.1955238

Singh, R., & Smarandache, F. (2015). Sampling Strategies for Finite Population Using Auxiliary Information.

Sinurat, M., Heikal, M., Simanjuntak, A., Siahaan, R., & Nur Ilham, R. (2021). Product Quality on Consumer Purchase Interest With Customer Satisfaction As a Variable Intervening in Black Online Store High Click Market. Morfai Journal, 1(1), 13–21. https://doi.org/10.54443/morfai.v1i1.12

Sinurat, W., & Dirgantara, I. M. B. (2021). The Effects of Brand Equity, Price, and Brand Proliferation on New Product Performance Through Product Trial: Evidence from FMCG Industry in Indonesia. Diponegoro International Journal of Business, 4(1), 58–68. https://doi.org/10.14710/dijb.4.1.2021.58-68

Suryani, T., & Listyarti, I. (2020). Building Customer Citizenship Behavior from Relationship Quality and Perceived Value Perspective in Online Transportation Service. Jurnal Sosial Humaniora (JSH), 112–121.

Taufik, A., Santoso, S., Fahmi, M. I., Restuanto, F., & Yamin, S. (2022). The Role of Service and Product Quality on Customer Loyalty. Journal of Consumer Sciences, 7(1), 68–82. https://doi.org/10.29244/jcs.7.1.68-82

Ulucayli, S., & Cek, K. (2023). The Effect of Service Quality on Patient Citizenship Behaviors : Evidence from the Health Sector. Health Care Management Review, 11, 1–14.

Wang, S., Chen, T., Wang, C., Liu, Z., Jia, L., & Zhao, X. (2023). The effect of customer satisfaction on floral product purchase behavior, evidence from Shanghai, China. Scientific Reports, 13(1), 1–13. https://doi.org/10.1038/s41598-023-35137-0

Wang, Y., & Ho, C. (2024). Dose Online Brand Community Help Brands Increase Loyalty ? -The Impact of Customer Citizenship Experience. Journal of Business and Management Sciences, 12(1), 60–66. https://doi.org/10.12691/jbms-12-1-6

Wantara, P., & Tambrin, M. (2019). The Effect of Price and Product Quality Towards Customer Satisfaction and Customer Loyalty on Madura Batik. International Tourism and Hospitality Journal, 2(1), 1–9.

Xie, L., & Patrick Poon, W. Z. (2017). Article information : Brand Experience and Customer Citizenship Behavior : The Role of Brand Relationship Quality Abstract. Journal of Consumer Marketing, 34(3), 1–31. https://doi.org/10.1108/JCM-02-2016-1726

Xinying Chen, V., & Hooker, J. N. (2023). A Guide to Formulating Fairness in an Optimization Model. Annals of Operations Research, 326(1), 581–619. https://doi.org/10.1007/s10479-023-05264-y

Yamin, S. (2023). Seri E-book Statistik Olah Data Statistik: Smartpls 3 Smartpls 4 Amos & Stata (Mudah & Praktis). Penerbit: PT Dewangga Energi Internasional, Bekasi Jawa Barat.

Yaqub, R. M. S., Halim, F., & Shehzad, A. (2019). Effect of service quality, price fairness, justice with service recovery and relational bonds on customer loyalty: Mediating role of customer satisfaction. Pakistan Journal of Commerce and Social Science, 13(1), 62–94.

Yuliasari, I., Karno, K., & Syaiful, S. (2023). The Influence of Price Perceptions and Brand Image of Msme Products on Consumer Loyalty. Journal Research of Social Science, Economics, and Management, 2(11), 2743–2751. https://doi.org/10.59141/jrssem.v2i11.470

Zaato, S. G., Zainol, N. R., Khan, S., Rehman, A. U., Faridi, M. R., & Khan, A. A. (2023). The Mediating Role of Customer Satisfaction between Antecedent Factors and Brand Loyalty for the Shopee Application. Behavioral Sciences, 13(7), 1–22. https://doi.org/10.3390/bs13070563

Zahroh, H., & Albari, A. (2024). The influence of price perception, location, and service quality at Indomaret Madura Pamekasan on customer loyalty through satisfaction as a mediating variable. Jurnal Indonesia Sosial Teknologi, 5(4), 1485–1507. https://doi.org/10.59141/jist.v5i4.1027

Zain, N. F., & Putra, H. T. (2024). Unveiling Consumer Choices: Navigating Tupperware’s Market in Cimahi City - The Dynamic Interplay of Perceived Value, Price, and Brand Image on Repurchase Intentions, Mediated by Customer Satisfaction in the Era of Evolving Trends. J-MAS (Jurnal Manajemen Dan Sains), 9(1), 403. https://doi.org/10.33087/jmas.v9i1.1654

Zhu, D. H., Sun, H., & Chang, Y. P. (2016). Journal of Retailing and Consumer Services Effect of Social support on Customer Satisfaction and Citizenship Behavior in Online Brand Communities : The Moderating Role of Support Source. Journal of Retailing and Consumer Services, 31, 287–293. https://doi.org/10.1016/j.jretconser.2016.04.013

Downloads

Published

2025-03-11

How to Cite

Shiratina, A., Utama, A. P., & Ali, A. J. (2025). Key Factors Affecting Customer Citizenship Behavior in Small and Medium-sized Enterprises. Jurnal Manajemen Bisnis, 16(1), 158–184. https://doi.org/10.18196/mb.v16i1.23342

Issue

Section

Articles