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...

Customers' voluntary behaviors (i.e., customer citizenship behaviors, CCBs) are of ever-increasing interest, given that they produce extraordinary value for service providers. Whether customer perceived support (CPS) from service providers leads to CCBs has remained largely understudied in...