Managing Customer Citizenship Behaviour: The Moderating Roles Of Employee Responsiveness And Organizational Reassurance

Keywords

Customer citizenship behaviour; Hotel; Reciprocity; Scenario-based experiment; Service reassurance; Social exchange theory

Abstract

This study examines the influence of employee responsiveness and organizational reassurance towards customer citizenship behaviour (CCB) on building guest satisfaction, loyalty, and perceived value. The study considers insights from concepts in psychology including attachment theory, self-congruity theory, affect infusion model, and social exchange theory which are relevant to the problematics of CCB. The scenario-based experimental design used in this study focuses on one aspect of CCB identified in extant literature: the policing of other customers. In a hospitality context, guests voluntarily participate in safeguarding an organization's quality when they identify areas that may be impacted by opportunistic behaviours of fellow guests. This context is highly relevant in hospitality and tourism settings where the behaviour of one individual may directly impact the experience of another given the co-creation of experience in a shared environment. Both employee responsiveness and organizational reassurance were found to significantly moderate guest satisfaction, loyalty and perceived value.

Publication Date

4-1-2017

Publication Title

Tourism Management

Volume

59

Number of Pages

23-35

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1016/j.tourman.2016.07.010

Socpus ID

84982144045 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84982144045

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