Editing Consumer behaviour (section)

=== Customer citizenship behaviour ===

Customer citizenship behaviour is the labor that customers do for brands out of loyalty.<ref>Bove, L.L., Pervan, S.J., Beatty, S.E. and Shiu, E, "Service worker role in encouraging customer organizational citizenship behaviors", ''Journal of Business Research'', vol. 62, 2009, pp 698–705, doi:10.1016/j.jbusres.2008.07.003</ref> The [[services marketing]] literature{{Who|date=April 2024}} identifies seven distinct types of citizenship behaviour:<ref>Bove, L., Robertson, N. and Pervan, S., "Customer Citizenship Behaviours: Towards the Development of a Typology", ''Australia New Zealand Marketing Academy Conference Proceedings,'' Adelaide, 1–3 December 2003 <online: http://smib.vuw.ac.nz:8081/WWW/ANZMAC2003/papers/BB13_bovel.pdf {{Webarchive|url=https://web.archive.org/web/20070702120342/http://smib.vuw.ac.nz:8081/WWW/ANZMAC2003/papers/BB13_bovel.pdf |date=2007-07-02 }}> p. 332</ref> voice (when customers direct their complaint to the service provider in order to rectify and maintain the relationship), display of affiliation, policing (the observation of other customers to ensure their appropriate behaviour), flexibility, service improvement (providing ideas and suggestions for organisations), word-of-mouth referrals, and benevolent acts of service.