Author(s)

Yan Huang, Feiyan Liu

School of Business, Nanjing Normal University, Nanjing, China.

Under the value co-creation theory, the role behaviors in the interaction between customers and enterprises are constantly changing, from passive value recipients to common value creators. In the service situation, this paper takes the elderly customers as the investigation object, based on the value co-creation theory, and discusses the effect between customer citizenship behavior, aging attitude and elderly customers purchase intention. Through empirical analysis, it is found that the customer citizenship behavior has a positive impact on the purchasing intention of elderly customers. The aging attitude has a moderating effect between customer citizenship behavior and elderly customers purchase intention. On this basis, it provides relevant advice of customer relationship management and operation management for service enterprises from the perspective of promoting customer citizenship behavior and stimulating the purchase intention of elderly customer.

Value Co-Creation Theory, Customer Citizenship Behavior, Elderly Customer, Aging Attitude, Purchase Intention

Huang, Y. and Liu, F. (2019) Effect of Customer Citizenship Behavior on Elderly Customer Purchase Intention Based on Value Co-Creation Theory. Open Journal of Business and Management, 7, 650-665. doi: 10.4236/ojbm.2019.72044.