An Empirical Study of Dimensions of Customer Positive Behaviour

Retail sector is one of the fastest growing sector in Indian economy. It is the largest source of employment after agriculture and has deep penetration into rural India and generating more than 10 percent of India's GDP. Retail industry is heavily people-based, requiring interaction and coordination of customers and service providers. Due to those unique characteristics of services, customer's role in organization has become indispensable. Confirmatory factor analysis is applied to confirm the dimensions of customer voluntary performance. The findings of the article provide insight into multiple helping behavior of customers which are though discretionary in nature, but help in the overall functioning of the organization.