KONSUMENT JAKO CZŁONEK ORGANIZACJI – SZERSZA PERSPEKTYWA KOPRODUKCJI
CONSUMER AS MEMBER OF ORGANIZATION – EXTENDING CO-PRODUCTION PERSPECTIVE
Author(s): Maciej Mitręga, Agnieszka MałeckaSubject(s): Behaviorism, Management and complex organizations, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: customer citizenship behaviour; organizational citizenship behaviour; value coproduction;
Summary/Abstract: This paper focuses on customer citizenship behaviour (CCB) as emerging research area in management that falls into wider category of organizational citizenship behaviour. CCB attracts both: HRM scholars and marketing scholars. The main objective is to define CCB and to propose main CCB types. Additionally, authors aim at presenting CCB in the context of value coproduction concept, which is well known in marketing and at proposing research gaps and further research avenues for CCB.
Journal: Studia i Prace WNEIZ US
- Issue Year: 2016
- Issue No: 43/3
- Page Range: 261-269
- Page Count: 9
- Language: Polish
