Publication Date


Executive Summary

Studies show that contact frequency and relationship length impact co-creative and in-role behaviors with service providers. However, their influence on extra-role or customer citizenship behaviors (CCBs) remains unexplored. This study delves into the moderating role of relationship length and contact frequency within the CCB model. Utilizing an online survey (n = 665), the study unveils that perceived justice’s impact on affective commitment is not moderated by contact frequency, whereas the impact is stronger in short-term than in longer-term relationships. The perceived support-affective commitment-CCBs relationship is stronger in high contact than in low contact group. Similarly, the relationship is stronger for customers in long-term interaction with service providers. CCBs more strongly influence continuous relationship intention for low contact customers, but there is no difference in the association across the relationship length. This study contributes an original viewpoint by investigating the intervening effects of contact frequency and relationship length in the CCB model.