Designing a model of effective factors on customer citizenship behavior and its consequences for customers of foreign home appliance products

Since consumers are the turning point of all activities; recognizing their citizenship (voluntarily) behavior is important. Due to the globalization of markets and the arrival of foreign goods into the country, consumers’s attitude of foreign products can effect on this behavior. The purpose of this study is to investigate the factors of customer citizenship behavior and the consequences of this behavior, focused on customers of foreign products (using home appliances), and to design its model. In the qualitative part, data theory was used and in the quantitative part, structural equation modeling was used. The study population consisted of quality part, home appliance industry experts and university professors, and in the quantitative sector, home appliance consumers.The sampling method of qualitative part was purposive and in the quantitative part, non-probabilistic sampling was available. After qualitative analysis of the interview data, the model of customer citizenship behavior was presented. Quantitative test findings confirmed the research model and showed that the type of customer attitude has a significant effect on customer citizenship behavior. There is a significant relationship between customer citizenship behavior and consequences (purchase, repurchase, profitability, purchase intention and competitive advantage), there is a significant relationship between contextual factors (economic factors, political factors, social issues, cultural issues and individual characteristics of customers) and customer citizenship behavior and between intervening factors (producer behavior and seller behavior) and customer citizenship behavior. The findings also confirmed a significant relationship between strategies (the role of the government and the role of companies) with customer citizenship behavior.