Customer Voice Behavior: A Systematic Review and Future Research Agenda

Apr 19, 2026

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Customer voice behavior (CVB) enables consumers to influence firms through insights for product and service improvement. A systematic review of 80 peer-reviewed articles (1987–2024) clarifies definitions, conceptualization, and examination of CVB using the TCCM framework. Findings trace a shift from reactive complaint behavior toward proactive extra-role voice, while highlighting definitional inconsistencies and limited focus on extra-role perspectives. An integrated taxonomy and future research agenda are proposed, along with practical guidance for firms.

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Customer Voice Behavior: A Systematic Review and Future Research Agenda

Apr 19, 2026

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