RI-RLCCB

This study examines customer citizenship behaviour (CCB) in multi-brand retail settings by analyzing the differential effects of retailer innovativeness (RI) dimensions on CCB dimensions and the mediating role of retailer loyalty (RL). Drawing on the stimulus–organism–response framework, analysis was conducted using survey data from shoppers aged 18 and above who purchased electronic products from multi-brand stores, selected through multi-stage cluster sampling.