IDEAS home Printed from https://ideas.repec.org/a/eco/journ3/2024-06-2.html
   My bibliography  Save this article

The Role of Perceived Value and Satisfaction in Shaping Customer Citizenship Behavior: Evidence from Turkey

Author

Listed:
  • Mehmet Ozan Karahan

    (Department of Management and Organization, Eþme Vocational School, Uþak University, 64600 Eþme, Uþak, Turkey)

Abstract

Tourism and hospitality companies are now providing more opportunities for collaborative production and value utilization. This isn’t just to encourage customers to revisit and repurchase, but also to capitalize on customer citizenship behaviors, such as feedback, advocacy, helping other customers, and showing tolerance in situations where services might be less satisfactory in the future. Hence, this study investigates the effect of perceived value and satisfaction on customer citizenship behavior within the hospitality and tourism contexts in Turkey. The study also examines the mediating role of satisfaction on sub-dimensions of customer citizenship behavior. Data were collected from guests in Turkey who had stayed there most recently within the previous 12 months. Using purposive sampling technique, an online survey was conducted to collect data. Of the 612 accepted responses that met all the criteria, were analyzed using structural equation modeling (SEM) through AMOS 25 software. The results showed that perceived value has significant and strong influences on satisfaction, feedback, tolerance, and advocacy as sub-dimensions of customer citizenship behavior. Satisfaction has significant and strong influences on feedback and help as sub-dimensions of customer citizenship behavior. Finally, satisfaction mediates between perceived value and feedback and help.

Suggested Citation

  • Mehmet Ozan Karahan, 2024. "The Role of Perceived Value and Satisfaction in Shaping Customer Citizenship Behavior: Evidence from Turkey," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 9-18, October.
    • Handle: RePEc:eco:journ3:2024-06-2
    as

    Download full text from publisher

    File URL: https://www.econjournals.com/index.php/irmm/article/download/16895/8245
    Download Restriction: no
    File URL: https://www.econjournals.com/index.php/irmm/article/view/16895
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sarstedt, Marko & Ringle, Christian M. & Smith, Donna & Reams, Russell & Hair, Joseph F., 2014. "Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 105-115.
    2. Sánchez-Fernández, Raquel & Iniesta-Bonillo, M. à ngeles, 2009. "Efficiency and quality as economic dimensions of perceived value: Conceptualization, measurement, and effect on satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 16(6), pages 425-433.
    3. Yu-Bing Wang & Ching-Wei Ho, 2017. "No Money? No Problem! The Value of Sustainability: Social Capital Drives the Relationship among Customer Identification and Citizenship Behavior in Sharing Economy," Sustainability, MDPI, vol. 9(8), pages 1-17, August.
    4. El-Adly, Mohammed Ismail, 2019. "Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 322-332.
    5. Jui-Chang Cheng & She-Juang Luo & Chang-Hua Yen & Ya-Fang Yang, 2016. "Brand attachment and customer citizenship behaviors," The Service Industries Journal, Taylor & Francis Journals, vol. 36(7-8), pages 263-277, June.
    6. Sara Javed & Md. Salamun Rashidin & Wang Jian, 2021. "Predictors and outcome of customer satisfaction: moderating effect of social trust," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 48(1), pages 27-48, March.
    7. Sara Javed & Md. Salamun Rashidin & Wang Jian, 2021. "Predictors and outcome of customer satisfaction: moderating effect of social trust and corporate social responsibility," Future Business Journal, Springer, vol. 7(1), pages 1-18, December.
    8. Paraskevaidis, Pavlos & Andriotis, Konstantinos, 2017. "Altruism in tourism: Social Exchange Theory vs Altruistic Surplus Phenomenon in host volunteering," Annals of Tourism Research, Elsevier, vol. 62(C), pages 26-37.
    9. Moslehpour, Massoud & Lin, Yi Hsin & Nguyen, Thi Le Huyen, 2017. "Top purchase intention priorities of Vietnamese LCC passengers: Expectations and satisfaction," MPRA Paper 81635, University Library of Munich, Germany.
    10. Sheng-Hshiung Tsaur & Tsung-Lin Yang & Cheng-Hsien Tsai, 2021. "Tour leader likeability and tourist citizenship behaviours: mediating effect of perceived value," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(18), pages 2628-2642, September.
    11. Woo, Mina, 2019. "Assessing customer citizenship behaviors in the airline industry: Investigation of service quality and value," Journal of Air Transport Management, Elsevier, vol. 76(C), pages 40-47.
    12. Liu, Aiping & Urquía-Grande, Elena & López-Sánchez, Pilar & Rodríguez-López, Ángel, 2024. "The role of gamification in customer citizenship behavior on China's microfinance platforms," Finance Research Letters, Elsevier, vol. 63(C).
    13. Zhu, Dong Hong & Sun, Hui & Chang, Ya Ping, 2016. "Effect of social support on customer satisfaction and citizenship behavior in online brand communities: The moderating role of support source," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 287-293.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ahmed Hassan Abdou & Hossam Said Shehata & Hassan Marzok Elsayed Mahmoud & Azzam Ibrahem Albakhit & Muhanna Yousef Almakhayitah, 2022. "The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter?," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    2. Md. Sahabuddin & Qingmei Tan & Imran Hossain & Md. Shariful Alam & Md. Nekmahmud, 2021. "Tourist Environmentally Responsible Behavior and Satisfaction; Study on the World’s Longest Natural Sea Beach, Cox’s Bazar, Bangladesh," Sustainability, MDPI, vol. 13(16), pages 1-19, August.
    3. Samuel Affran & E. N. Gyamfi & S. Odonkor, 2021. "The “Custrac Model”: Its Generic Practicality with a Twist in the Ghanaian Education," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 13(4), pages 1-42, December.
    4. Kuo-Yan Wang & Mu-Lan Ma & Jing Yu, 2021. "Understanding the perceived satisfaction and revisiting intentions of lodgers in a restricted service scenario: evidence from the hotel industry in quarantine," Service Business, Springer;Pan-Pacific Business Association, vol. 15(2), pages 335-368, June.
    5. Liu, Aiping & Urquía-Grande, Elena & López-Sánchez, Pilar & Rodríguez-López, Ángel, 2024. "The role of gamification in customer citizenship behavior on China's microfinance platforms," Finance Research Letters, Elsevier, vol. 63(C).
    6. Mohsin Raza & Rimsha Khalid & Larisa Ivascu & Jati Kasuma, 2023. "Education Beats at the Heart of the Sustainability in Thailand: The Role of Institutional Awareness, Image, Experience, and Student Volunteer Behavior," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    7. Dehnavi, Morteza Narimani & Yazdian, Seyed Ahmad & Sadjadi, Seyed Jafar, 2023. "Evaluating effective criteria on customer satisfaction using the best-worst method and optimizing resource allocation, case study Iran aseman airlines," Journal of Air Transport Management, Elsevier, vol. 109(C).
    8. Anna Walaszczyk & Aleksandra Kowalska & Iwona Staniec, 2023. "A survey on willingness-to-pay for food quality and safety cues on packaging of meat: a case of Poland," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 50(2), pages 233-249, June.
    9. Iyer, Pramod & Davari, Arezoo & Mukherjee, Amaradri, 2018. "Investigating the effectiveness of retailers’ mobile applications in determining customer satisfaction and repatronage intentions? A congruency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 235-243.
    10. Tonder, Estelle van & Saunders, Stephen Graham & Lisita, Inonge Theresa & de Beer, Leon Tielman, 2018. "The importance of customer citizenship behaviour in the modern retail environment: Introducing and testing a social exchange model," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 92-102.
    11. Utkarsh, & Gupta, Roopak Kumar, 2022. "Effects of confidence and social benefits on consumers’ extra-role and in-role behaviors: A social identity and social exchange perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    12. Lingming Chen & Md. Salamun Rashidin & Fei Song & Yi Wang & Sara Javed & Jian Wang, 2021. "Determinants of Consumer’s Purchase Intention on Fresh E-Commerce Platform: Perspective of UTAUT Model," SAGE Open, , vol. 11(2), pages 21582440211, June.
    13. Qin, Hong & Osatuyi, Babajide & Xu, Lu, 2021. "How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    14. Josep Crespo Hervás & Vicente Prado-Gascó & María Huertas González-Serrano, 2020. "Perceived Value in Sporting Events (PVSP): A Further Step for the Strategic Management," Sustainability, MDPI, vol. 12(14), pages 1-19, July.
    15. Dang, Van Thac & Nguyen, Ninh & Pervan, Simon, 2020. "Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    16. Abdullah F. Alnaim & Nadia Abdelhamid Abdelmegeed Abdelwahed, 2023. "Examining the Impact of Marketing Motives and Concerns on User Satisfaction and Re-Purchase Intentions in a Sharing Economy," Sustainability, MDPI, vol. 15(5), pages 1-19, March.
    17. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.
    18. Ioana Gutu & Daniela Tatiana Agheorghiesei & Alexandru Tugui, 2023. "Assessment of a Workforce Sustainability Tool through Leadership and Digitalization," IJERPH, MDPI, vol. 20(2), pages 1-30, January.
    19. Al-Baraa Abdulrahman Al-Mekhlafi & Ahmad Shahrul Nizam Isha & Nicholas Chileshe & Mohammed Abdulrab & Anwar Ameen Hezam Saeed & Ahmed Farouk Kineber, 2021. "Modelling the Relationship between the Nature of Work Factors and Driving Performance Mediating by Role of Fatigue," IJERPH, MDPI, vol. 18(13), pages 1-17, June.
    20. Baier-Fuentes, Hugo & Andrade-Valbuena, Nelson A. & Huertas Gonzalez-Serrano, Maria & Gaviria-Marin, Magaly, 2023. "Bricolage as an effective tool for the survival of owner-managed SMEs during crises," Journal of Business Research, Elsevier, vol. 157(C).

    More about this item

    Keywords

    Customer Citizenship Behavior; Feedback; Help; Perceived Value; Satisfaction;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eco:journ3:2024-06-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ilhan Ozturk (email available below). General contact details of provider: http://www.econjournals.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.