MANAGING MEMBERS’ CITIZENSHIP BEHAVIOUR: A VALUE CO-CREATION DIMENSION IN COOPERATIVES AND ITS RELATIONSHIP VIEW
Publication Date : 31/10/2020
Members’ citizenship is a form of voluntary, extra-role customer behaviour which is found to have positive impact on the service organization. Although past studies have been dedicated to value co-creation behaviour in service industry, much less is done to substantiate the causality between its specific dimension, namely members’ citizenship, and its outcome in the context of cooperative industry, in particular the credit service in the emerging markets. This paper aims to look into members’ citizenship behaviour and determine its relationship with trust and loyalty among the members in the credit cooperatives in Sarawak. Service Dominant (S-D) Logic and Social Exchange Theory are adopted as the underpinning basis to develop the framework of the study. By appropriating the quantitative approach, 395 copies were collected and deemed usable after data cleaning procedure. Common method variance and non-response bias were checked statistically and addressed. Partial least squares structural equation modelling was employed to test the hypotheses empirically. The findings indicate that members’ citizenship has positive effect on the trust and loyalty of the cooperative members in the state with substantive effect. This study contributes to the knowledge and practice in the service industry by underscoring the importance of member’s citizenship behaviour in the credit cooperatives in Sarawak and emerging markets.
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