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Keywords: Customer citizenship behaviour
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Journal Articles
International Journal of Bank Marketing (2026) 44 (1): 56–76.
Published: 25 September 2025
... at Link to the terms of the CC BY 4.0 licence . Bibliometric analysis Customer-to-customer helping behaviour Customer citizenship behaviour C2C Financial services Social media The contemporary customer-to-customer (C2C) support service environment has evolved significantly, transforming...
Journal Articles
Perspectives on “other” customers’ roles in citizenship behaviour
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International Journal of Bank Marketing (2018) 36 (2): 393–408.
Published: 03 April 2018
...Estelle van Tonder; Daniël Johannes Petzer Purpose The purpose of this paper is to examine the impact of source credibility (expertise and trustworthiness) on perceived value (perceived usefulness (PU)), as well as the latter’s impact on sub-dimensions of customer citizenship behaviour (helping...
