Purpose

This study aims to broaden understanding of why customers engage in helping and feedback citizenship behaviours. Beyond traditional attitude–behaviour relationships, limited insight is available on the additional role of symbolic factors, such as self-congruence perceptions, in motivating citizenship behaviours. Literature further suggests self-monitoring affects social behaviours, yet extant research has not accounted for this personality trait’s moderating influence on customer helping and feedback citizenship behaviours. Accordingly, a research model is developed, providing novel insight into factors promoting helping and feedback citizenship behaviours and the moderating role of self-monitoring in a ride-hailing service context.

Design/methodology/approach

The research is guided by self-monitoring literature and the social exchange and similarity-attraction theories. Survey data from 609 ride-hailing customers in an emerging market country is analysed using multi-group confirmatory factor analysis and structural equation modelling, and the chi-square difference test.

Findings

This study shows that perceived justice (a cognitive attitudinal factor) influences helping citizenship intention in the low self-monitoring group, while self-congruity (a symbolic factor) affects helping and feedback citizenship intention in the high self-monitoring group. Affective commitment towards the ride-hailing brand (an affective attitudinal factor) does not impact customer citizenship intentions.

Research limitations/implications

Although customers may be interested in brands’ functional and symbolic benefits, positive attitudes about the service experienced motivate low self-monitors, while a symbolic-driven factor like self-congruence is more successful in motivating high self-monitors to engage in customer citizenship behaviours.

Originality/value

Novel insight is obtained into the additional influence of self-congruity on customer citizenship behaviours, a neglected factor in extant research involving customer citizenship behaviours that is explained by the similarity-attraction theory. Furthermore, this study provides a pioneering view of the relevance of the self-monitoring theory in moderating customer citizenship behaviours, specifically in ride-hailing services.

中文翻译：

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促进客户公民行为的因素和自我监控的调节作用：对叫车服务的研究

目的

本研究旨在拓宽对客户参与帮助和反馈公民行为的原因的理解。除了传统的态度-行为关系之外，关于象征性因素（例如自我一致性感知）在激发公民行为方面的额外作用的见解有限。文献进一步表明自我监控会影响社会行为，但现有的研究并未解释这种人格特质对客户帮助和反馈公民行为的调节影响。因此，开发了一个研究模型，对促进帮助和反馈公民行为的因素以及自我监控在叫车服务环境中的调节作用提供了新的见解。

设计/方法/方法

该研究以自我监测文献以及社会交换和相似吸引力理论为指导。使用多组验证性因子分析和结构方程建模以及卡方差异检验对来自新兴市场国家的 609 名网约车客户的调查数据进行分析。

发现

本研究表明，感知正义（认知态度因素）影响低自我监控群体的帮助公民意愿，而自我一致性（象征性因素）影响高自我监控群体的帮助和反馈公民意愿。对网约车品牌的情感承诺（一种情感态度因素）不会影响客户公民意愿。

研究限制/影响

尽管客户可能对品牌的功能性和象征性利益感兴趣，但对所体验服务的积极态度会激发低自我监控者，而像自我一致性这样的符号驱动因素更能成功地激励高自我监控者参与客户公民行为.

原创性/价值

获得了关于自我一致性对客户公民行为的额外影响的新见解，这是在现有的涉及客户公民行为的研究中被忽略的因素，由相似性吸引力理论解释。此外，本研究提供了自我监控理论在调节客户公民行为方面的相关性的开创性观点，特别是在乘车服务中。