THE RISING VALUE OF CUSTOMER CITIZENSHIP BEHAVIOR IN THE DIGITAL WORLD

Purpose- Customer citizenship behavior (CCB) is an increasingly important behavior in the digital marketing context. This behavior positively affects company performance and also provides benefits for other customers. In this study, CCB is handled in the context of mobile applications through mobile food ordering applications example in order to understand its reflections in the digital world. The aim of this study is to propose a conceptual model that shows how customer citizenship behavior can be revealed in mobile applications. Methodology- The population of research consists of customers who experience mobile applications used to order food from various restaurants and cafes. It is aimed to reach these customers through an online survey method. The questionnaire will be created through the adaptation of the scales accepted in the consumer behavior literature; it will also include questions for understanding demographics. In the first part of the survey, in addition to information such as age, gender, education level, and monthly average income, questions such as whether they used a mobile food ordering application before, which mobile application they last used, how long, and how often they used this application will be asked. It is planned to include scale expressions to be used for testing hypotheses in the second part of the questionnaire. With the help of the data to be obtained as a result of the online survey analysis, scale validity and reliability tests will be carried out, and the relationships predicted in the relevant model will be tested with the structural equation modeling. In this context, SPSS and AMOS programs will be used. Findings- Within the scope of the study, a conceptual model is presented to explore the emergence of customer citizenship behavior in the context of mobile food ordering applications. This model focuses on the customer experience in these applications as a starting point. In this conceptual model, customer experience dimensions are discussed as education, entertainment, escape, and aesthetic factors. It is estimated that these experience factors are positively related to customer satisfaction; it is predicted that customer satisfaction will also positively affect brand commitment and mobile application commitment. It is thought that this two-way customer commitment will eventually lead to customer citizenship behavior towards the relevant application and restaurant brand. It is believed that as a result of testing t