When Customers Receive Support From Other Customers: Exploring the Influence of Intercustomer Social Support on Customer Voluntary Performance
基于资源交换理论，研究顾客在服务场所从其他顾客那里获得社会情感支持和工具性支持后，如何通过顾客公民行为和顾客关怀行为来回馈服务组织，并发现支持性环境有益于顾客健康和组织盈利。
Service establishments would relish the opportunity to have their customers display customer voluntary performance (CVP) behaviors, which refer to helpful, discretionary customer behaviors that support an organization’s service performance and quality. This article draws on resource exchange theory to offer an explanation as to why some customers display CVP in the form of customer citizenship and customer care behaviors. The data reveal that customers who receive social-emotional support and, to a lesser extent, instrumental support from other customers in a service establishment reciprocate by exhibiting CVP toward the establishment and to customers in the establishment. This article demonstrates that socially supportive service environments are beneficial for customers’ health and for organizational profitability.