The Effect of Relationship Quality and its Dimensions on Customer Citizenship Behavior: A Meta-Analysis Study-

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Management, Economics and Accounting, Payame Noor University, Tehran, Iran

2 Assistant Professor, Department of Management, Economics and Accounting, Payame Noor University, Tehran Iran

10.22034/cbsj.2024.139928.2622

Abstract

The aim of the current research was to conduct a meta-analysis to estimate the effect sizes of relationship quality and its dimensions (satisfaction, commitment, loyalty, and trust) on customer citizenship behavior based on existing research and their validation within the time frame from 2005 to 2023 (1383 to 1402 in the Persian calendar). The research population included all published articles in both English and Persian available in databases such as Scopus, Google Scholar, Scientific Information Database (Sid), and Noormags. After evaluating the quality of 528 identified research studies, ultimately, 54 articles met the criteria for inclusion in the meta-analysis. Out of this total, articles related to satisfaction, commitment, relationship quality, loyalty, and trust accounted for 33.3%, 31.5%, 24.1%, 11.1%, and 11.1%, respectively. In total, these studies involved 15,726 participants. The data were analyzed using the meta-analysis method in R software, with the use of the esc, meta, and metafor packages. The results of the descriptive analysis revealed that studies related to satisfaction and trust had the largest and smallest shares of the research, at 33.3% and 11.1%, respectively. The effect size estimates, along with 95% confidence intervals, were calculated using two maximum likelihood estimators and the Nap-Hartung modifier. The results demonstrated that the independent variable, relationship quality, followed by satisfaction, had the strongest observed average effect size, while trust had the weakest. The results, in general, indicated that all research variables, except for the trust variable, significantly influence customer citizenship behavior.

Keywords

Main Subjects

References

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Consumer Behavior Studies Journal
Volume 12, Issue 4
April 2026
Pages 1-27

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