... communities Social capital Collective psychological ownership Customer citizenship behaviour Customer brand engagement Perceived community support Customer relationship management (CRM) Social marketing Relationship marketing Customer engagement Online service brand communities (hereafter...

... public). Customer participation intention and citizenship behavior were measured along scales. Findings The results indicate that the physical attractiveness of service providers positively affects customer citizenship behavior, and customer participation intention mediates this relationship. However...

...’ effects on customer citizenship behavior in mass service settings. Design/methodology/approach The authors collected data through a self-administered survey. The proposed relationships were tested using structural equation modeling. Findings Friend-interaction and audience-interaction quality...