Customer Citizenship Behaviour: Antecedents and Consequences

This book explores the concept of customer citizenship behaviour. The book identified and defined constructs and concepts that are essential to business wellness in todays business-scape. It also identified key antecedents to customer citizenship behaviour and key benefits that firms stand to enjoy when they elicit citizenship behaviour from customers. The book is a must read for marketing managers enthusiasts of business as well as teachers and students of marketing and business administration and management. It is also a handy guide to business consultants with a penchant to create successful businesses for clients.