CUSTOMER VOLUNTARY PERFORMANCE - CUSTOMERS AS PARTNERS IN-SERVICE DELIVERY

Customers contribute to service quality through their roles as promote rs of the firm, co-producers of the firm's service and consultants to the organization. A model of customer voluntary performance (CVP) is d eveloped and empirically tested with a sample of grocery customers. Cu stomer voluntary performance refers to helpful, discretionary customer behaviors that support the ability of the firm to deliver service qua lity Global customer satisfaction, perceived support for customers and customer commitment are considered as antecedents of CVP. interrelati onships among these variables are also considered. The results provide support for eight of the twelve hypothesized relationships. Implicati ons of the study are discussed for researchers and managers.