Experiencing the Experience: Psychodynamics of Customer Citizenship Behavior (CCB)

Abstract

This article explores the role of psychodynamic factors: conscious, preconscious, and unconscious mind towards Customer Citizenship Behavior (CCB) emphasizing the motives and desires of a particular product or service at shopping malls. All these empirical phenomena are regurgitated by developing a conceptual model. The proposed model is shown to be consistent with influential multi-attribute Fishbein model (Smith, Terry, Manstead, & Louis, 2008). The survey yielded 64 completed and valid questionnaires. Furthermore, this study explores the consumer attitude formation at conscious mind as a predisposition to behave in a consistently favorable composite of a customer’s beliefs, feelings, and behavioral intentions towards product or service within the context of marketing. The empirical results also determine the cross cultural dimensions in preconscious mind, which exert a positive influence on the psychological motivations toward a product or service. Implications for practitioners and researchers are also addressed in this study, and suggestions made for future research.

Key words: Customer Citizenship Behavior; Psychodynamics: conscious, preconscious, and unconscious mind