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Helping Other Customers as a Form of Customer Citizenship Behaviour and a Mode of Satisfying Own Customers’ Needs

Summary/Abstract: The paper presents “helping other customers”, i.e. discretionary, voluntary andsupportive actions towards others as a form of CCB (Customer Citizenship Behaviour).Theoretical deliberation based on literature studies was supplemented by exploratory researchconducted in a form of a survey among 73 respondents (a pilot study). The mainaim of the presented research was to identify in what types of benevolent acts of helpingcustomers do people engage in and what needs, according to Maslow’s hierarchy, are satisfiedby these acts. Conclusions are drawn and further research directions are also identified.

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