Customer participation and citizenship behavior effects on turnover intention

Recent marketing literature highlights customer participation role in service delivery. Prior research focuses on the organization and employees. However, no studies analyze this role's consequences for customers' turnover intention. This study presents two hypotheses relating participation behavior and citizenship behavior to customers' turnover intention. The analysis of a sample of 547 users of health and beauty services significantly and negatively relates customers' participation and citizenship behavior to their turnover intention. Findings suggest that customers' participation behavior enhances the consolidation of the relationship with the customer. The consequences for business results shows that if a firm maintains its customers on a lifelong basis, the firm can achieve greater profitability levels. First, replacing lost customers costs are high. Second, the longer the relationships between firms and their customers are, the greater the present value is.