“…For example, Bettencourt () has suggested that perceived customer support, commitment and customer satisfaction influence customer citizenship behaviour. Several studies (Ahearne, Bhattacharya, & Gruen, ; Gruen, Osmonbekov, & Czaplewski, ; Nasurdin, Ahmad, & Tan, ) have also shown that customer‐company identification, affective commitment, organizational training, and compensation, are potential determinants of customer citizenship behaviour.…”