The purposes of this chapter were (1) to identify the role of customer citizenship behavior (CCB) in value co-creation and (2) to examine the relationships among CCB, perceived value, satisfaction, and repurchase intention of customers in the context of fitness centers. Data were collected from customers at commercial fitness clubs in the region of Greater Taipei. The results showed that CCB has a positive influence on perceived value and satisfaction, which in turn have positive influences on repurchase intention. Besides, perceived value has a positive influence on satisfaction. Although a direct relationship between CCB and repurchase intention was not found, an indirect influence of customer citizenship behavior through perceived value and satisfaction on repurchase intention was revealed. The findings of this chapter fill the academic gaps in the literature regarding the role of CCB on value co-creation in fitness centers. It also provides practical implications for fitness centers to vigorously encourage customers to act with citizenship behaviors.
