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https://doi.org/10.1207/s15327906mbr2501_13

has been cited by the following article:

• TITLE: Effect of Customer Citizenship Behavior on Elderly Customer Purchase Intention Based on Value Co-Creation Theory

  AUTHORS: Yan Huang, Feiyan Liu

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

  JOURNAL NAME: Open Journal of Business and Management, Vol.7 No.2, April 4, 2019

  ABSTRACT: 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.