Prior studies have paid relatively little attention to the mechanisms that underpin how the organizational good intentions perceived by customers (including customer perceived justice and support) may result in customers engaging in voluntary behaviors (i.e., customer citizenship behaviors...

The present study examines the influence of perceived procedural justice (PPJ) on four fundamental dimensions of customer citizenship behaviours (helping other customers, advocacy, customer tolerance, and feedback) and the mediating role of customer perceived support (CPS). Our research setting...