Perspectives on “other” customers’ roles in citizenship behaviour

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 and advocacy intentions (AIs)) in an electronic banking services setting. Design/methodology/approach In total, 439 respondents who use at least one form of electronic banking service and who have previously received positive messages about electronic banking services from other customers were approached to complete a self-administered structured questionnaire. Findings Source credibility dimensions have a positive and significant relationship with PU. PU in turn has a positive and significant relationship with helping intentions and AIs as forms of customer citizenship. Research limitations/implications The findings advance understanding of the extent to which customers rely on the perceptions of other customers in determining the usefulness of a service as well as their willingness to advocate the benefits of the service and help other customers. Practical implications The findings may guide retail banks in obtaining a greater understanding of the customer citizenship behaviour process and the extent to which banks can rely on customers to convince other customers of the benefits of electronic banking services. Originality/value This study offers insight into the antecedents of the advocacy and helping intentions sub-dimensions of customer citizenship behaviour. It also explains how value between customers can be created by considering the elaboration likelihood model and social exchange theories, and customer citizenship behaviour.