The effects of custoomer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior DQ Procedural Justice Interactional Justice Distributive Justice Positive Affect Negative Affect Dysfunctional Behavior Citizenship Behavior Procedural Justice Interactional Justice Distributive Justice Positive Affect Negative Affect Dysfunctional Behavior Citizenship Behavior Positive effect Negative effect Customer Behavior Dysfunctional Behavior ? Discussion Question ? Personal trait Reaction Reaction Enduring personal characteristics that are revealed in a particular pattern of behavior in a variety of situations. Positive Affect Negative Affect Dysfunctional Behavior Citizenship Behavior X O X O H1. Positive Affect Citizenship Behavior . H2. Negative Affect Dysfunctional Behavior . CCB (O) CCB (X) CDB (O) CDB (X) CCB , CDB . . Implications CCB CDB .. DQ If Employees Go the Extra Mile, Do Customers Reciprocate with Similar Behavior? Original Model Social Learning Theory behavior results from the interaction of people and situations Learning takes place vicariously through observing the effects of other people on the social environment Social Exchange Theory individuals direct their reciprocation efforts toward the source from which benefits are received Starbucks Employees Employee Affection CS CC CCB ECB New Model Employee Affection CS CC CCB ECB New Model Employee Affection CS CC CCB New Model Expected Results ECB ? Control Variables to stop vicious cycle of dysfunctional behavior? Discussion Question DQ The Impact of Other Customers on Customer Citizenship behavior OCCB toward the firm Other- customer redibility CCB toward the customer OCCB Social identitiy Informational influence Normative influence Contextual influences H1 H2 H3 H4 H5 H7 H6 OCCB toward the firm Other- customer redibility CCB toward the customer OCCB Social identitiy Informational influence Normative influence Contextual influences H1 H2 H3 H4 H5 H7 H6 Selective Attention New, unexpected stimulusStimunli perceived as important MoodExperience Possibilities for Interaction and also influence the Example s Supermarket Fitnesscenter Running 30min Biking 15min Weights 15min Example s Create a relaxed and comfortable atmosphere Diversify the experience and involve customers Implications Facilitate interaction Comfortable atmosphere, music, interesting displays Events, Example s SupermarketFitnesscenter Special group-workouts Team sports, group stretching, Relaxing area Discussion Question ? How can organizations promote the perception and displayal of customer citizenship behavior?