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.

For sustainable development, enterprises need to establish a good relationship with customers. Existing studies have pointed out that customer voice behavior is beneficial to maintaining and developing customer–firm relationships. Based on social identity theory, social exchange theory and self-efficacy theory, we propose a moderated mediation model to analyze the impact of customer–company identification on customer voice behavior, which includes complaints and suggestions for service improvement. Data were collected from 487 consumers in the online takeaway industry. The results show that customer–company identification has a positive impact on both complaints and service improvement suggestions, and customer commitment plays a mediating role in these relationships. Customer voice efficacy not only strengthens the positive effect of customer commitment on complaints and service improvement suggestions, but also strengthens the indirect effect of customer–company identification on two forms of customer voice behavior. Finally, theoretical contributions, managerial contributions and future directions are discussed.