Customer Citizenship Behavior in Small and Medium-Sized Enterprises: The Role of Justifiable Price and Product Quality

Abstract

This study examines the impact of justifiable price (JP) and product quality (PQ) on customer citizenship behavior (CCB) in small and medium enterprises (SMEs) operating at rest areas along the Batticaloa District. A quantitative research design was used, creating a structured questionnaire consisting of 21items on a five-point Likert scale. Data were collected from 132 customers of Small and medium food establishments through convenience sampling. Reliability analysis, correlation analysis and regression analysis were conducting using SPSS to measure the strength and direction of relationships between variables. The findings shows that customers exhibit moderate to high levels of price justice mean value is 3.94, product quality mean value is 3.94 and customer citizenship behavior mean value is 3.96. Reliability shows the Cronbach alpha for all variables were high, confirming measurement consistency. Correlation analysis showed strong positive relationship between product quality and customer citizenship behavior (r = 0.818), justifiable price and customer citizenship behavior (r=0.680) and price justice and product quality significantly predicts CCB (β = 0.665, p < 0.001), explaining a substantial portion of its variance. Justifiable price , however, did not; customers who perceive higher product quality are more likely to engage in discretionary behaviors such as recommending products, providing feedback, and helping existing customers.The study highlights the strategic importance of maintain high product quality standards to foster voluntary customer behaviors that enhance business reputation, loyalty, trust and long term performance in the SME sector.