Customer in-role and extra-role behaviours in a retail setting: The differential roles of customer-company identification and overall satisfaction

Abstract

Purpose

Prior research does not provide a clear picture of how managers can effectively manage customer in-role and extra-role behaviours in a retail setting. This study aims to test the differential impact of the two main customer relationship predictor paths – identity-based and satisfaction-based paths – on customer in-role and extra-role behaviours.

Design/methodology/approach

A random sample of 500 customers from the flagship store of an up-market, international department store chain participated in a written survey. Purchase spending data for each customer was obtained from the retailer’s loyalty card database.

Findings

The two studied predictor paths possess a differential impact on customer extra-role behaviours. Civic virtue and co-creation behaviours are exclusively driven by the identity-based path, whereas sportsmanship is driven solely by the satisfaction-based path. Moreover, the identity-based path impacts purchase behaviour only when symbolic purchase motivation is high. Overall satisfaction has no impact on purchase behaviour.

Research limitations/implications

In some retailing contexts, extra-role behaviours such as co-creation or civic virtue might simply be irrelevant (e.g. discount chains).

Practical implications

Managers, who have the intention to stimulate customers to give constructive feedback on products or services, or to involve them in co-creation activities, are well advised to also invest in identity-based path activities.

Originality/value

This study is the first to empirically test the effects of customer identification and overall customer satisfaction on the various dimensions of customer in-role and extra-role behaviours. Customer extra-role behaviours should not be conceptualised as one global construct but should comprise distinct dimensions of discretionary behaviours that have different antecedents.

Citation

Paulssen, M., Brunneder, J. and Sommerfeld, A. (2019), "Customer in-role and extra-role behaviours in a retail setting: The differential roles of customer-company identification and overall satisfaction", European Journal of Marketing, Vol. 53 No. 12, pp. 2501-2529. https://doi.org/10.1108/EJM-06-2017-0417