The Effects of Characteristics of In-Store Retail Technology on Customer Citizenship Behavior

Abstract:

This study explores the effects of in-store retail technology features on customer citizenship behavior (CCB) through the lens of the job demands-resources (JD-R) theory. Based on a survey of 153 retail customers, the research identifies key technology characteristics—perceived advantage, compatibility, complexity, and risk—that influence customer engagement and fatigue, which in turn affect CCB. The results show that perceived advantage and compatibility enhance customer engagement, fostering pro-social behaviors such as feedback and brand advocacy, while perceived complexity and risk lead to customer exhaustion, diminishing CCB. Customer education was found to moderate these relationships, alleviating the negative impact of complexity and risk. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM), effectively handling complex constructs and non- normal data. The findings offer actionable insights for retailers seeking to optimize in-store technology to enhance customer engagement, promote sustainable consumption, and drive the green transformation of retail systems. This research contributes to the understanding of how technology can support sustainable development goals within the retail sector, and it also advances the understanding of consumer citizenship behavior (CCB) by investigating technical variables such as interactivity, convenience of use, and compatibility, as well as how these elements influence customer involvement. This emphasizes the relationship between technology and consumer loyalty in contemporary retail.