Customer-Company Identification as the Enabler of Customer Voice Behavior: How Does It Happen?

In this study, we define customer voice behavior as a consumer's extra-role communicative behavior of offering suggestions or opinions to enterprises. We classified customer voice behavior into two dimensions: promotive and prohibitive voices. Furthermore, we explored the relationship between customer-company (C-C) identification and customer voice behavior. From a sample of 394 university students who were customers of food delivery services, the results showed that C-C identification was positively related to both promotive and prohibitive voices while felt responsibility for constructive change (FRCC) played a mediating role between C-C identification and both kinds of customer voice behavior. In addition, we found the moderating effects of self-impact, which could strengthen the impacts of FRCC on customer voice behavior and the mediating effects of FRCC. The theoretical and practical implications of this study are also discussed.