Abstract:
This research aim is to investigate the role of customer citizenship behavior in developing corporate brand experience in Hypermarkets. The data were collected from 711 respondents of four hypermarkets located in 5 different states of Malaysia. Simple random sampling was used for the data collection during the full operating hours of the hypermarkets where respondents were approached randomly. Structural Equation Modeling as analytical tool was used for the data analysis. First measurement model was performed to observe the factor structure and validity of items. In the second stage, structural model was perfumed to test hypothesis. Three dimensions of customer citizenship behavior namely helping behavior, feedback and tolerance developed by Yi and Gong (2013) were regressed on corporate brand experience. Research finds that customers helping behavior and tolerance behavior has significant impact on corporate brand experience. Nonetheless, customers’ feedback has insignificant impact on corporate brand experience. This research is unique in its investigation and findings that it investigated corporate brand experience from customer citizenship behavior perspective for the firm time and concluded that customers helping to other customers and their tolerance develop positive corporate brand experience.
