Wielowymiarowość zachowań obywatelskich konsumentów na przykładzie dzielenia się opiniami o markach
Multi-dimensionality of Customer Citizenship Behaviour on the Example of Word-of-Mouth

Summary/Abstract: The paper presents customer citizenship behaviour (CCB) as an emerging and dynamic area of research in marketing science. CCB is considered to be a complex construct, consisting of several types of customer behaviours, positive word-of-mouth among them. The presented study explores an identifies hierarchy of needs as factors stimulating customers’ advocacy. Results of on-line consumer survey conducted among 161 Polish customers were applied to perform factor analysis. Conclusions were drawn and further research directions were also identified.

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