The effects of customer socialization on customer behavior in social enterprises: role of organizational legitimacy in the eyes of customers

Purpose The purpose of this paper is to examine how customer socialization strategies can help social enterprises (SEs) to establish different types of organizational legitimacy and how different types of organizational legitimacy in turn can encourage customers' positive in-role behavior (such as repurchasing) and extra-role citizenship behavior (such as referral, feedback and forgiveness of quality problems). Design/methodology/approach A...