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Managing customer citizenship behaviour: The moderating roles of employee responsiveness and organizational reassurance

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  • Tung, Vincent Wing Sun
  • Chen, Po-Ju
  • Schuckert, Markus

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.

Suggested Citation

  • Tung, Vincent Wing Sun & Chen, Po-Ju & Schuckert, Markus, 2017. "Managing customer citizenship behaviour: The moderating roles of employee responsiveness and organizational reassurance," Tourism Management, Elsevier, vol. 59(C), pages 23-35.
    • Handle: RePEc:eee:touman:v:59:y:2017:i:c:p:23-35
    DOI: 10.1016/j.tourman.2016.07.010
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    2. Katarzyna Bilińska-Reformat & Anna Dewalska-Opitek & Magdalena Hofman-Kohlmeyer, 2020. "To Mod or Not to Mod—An Empirical Study on Game Modding as Customer Value Co-Creation," Sustainability, MDPI, vol. 12(21), pages 1-16, October.
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    4. Koryoe Anim-Wright & Rhodalene Amartey, 2024. "The Effect of Customer Citizenship Behavior and Customer Entitlement," International Journal of Business and Management, Canadian Center of Science and Education, vol. 19(2), pages 129-129, March.
    5. Pejman Ebrahimi & Khadija Aya Hamza & Eva Gorgenyi-Hegyes & Hadi Zarea & Maria Fekete-Farkas, 2021. "Consumer Knowledge Sharing Behavior and Consumer Purchase Behavior: Evidence from E-Commerce and Online Retail in Hungary," Sustainability, MDPI, vol. 13(18), pages 1-20, September.
    6. Assiouras, Ioannis & Skourtis, George & Giannopoulos, Antonios & Buhalis, Dimitrios & Koniordos, Michalis, 2019. "Value co-creation and customer citizenship behavior," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.
    7. Hussam Al Halbusi & Pedro Jimenez Estevez & Tan Eleen & T. Ramayah & Md Uzir Hossain Uzir, 2020. "The Roles of The Physical Environment, Social Servicescape, Co-Created Value, and Customer Satisfaction in Determining Tourists’ Citizenship Behavior: Malaysian Cultural and Creative Industries," Sustainability, MDPI, vol. 12(8), pages 1-23, April.
    8. Chang Mo Jung & Won‐Moo Hur, 2022. "How do customers' perceptions of corporate social responsibility contribute to sustainable customer citizenship behaviors? The mediating mechanisms of corporate brand pride and self‐brand connection," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1676-1688, September.
    9. Tuan, Luu Trong & Ngan, Vu Thanh, 2021. "Leading ethically to shape service-oriented organizational citizenship behavior among tourism salespersons: Dual mediation paths and moderating role of service role identity," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    10. Anna Dewalska-Opitek & Magdalena Hofman-Kohlmeyer, 2021. "Players as Prosumers - How Customer Engagement in Game Modding May Benefit Computer Game Market," Central European Business Review, Prague University of Economics and Business, vol. 2021(1), pages 77-97.
    11. Domínguez Aguirre, Luis Roberto & Lozano Jiménez, Israel & Ramírez Campos, Álvaro Fabricio, 2020. "El rol del conflicto trabajo-familia en la relación del clima organizacional y las intenciones de salida," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    12. Mitrega, Maciej & Klézl, Vojtěch & Spáčil, Vojtěch, 2022. "Systematic review on customer citizenship behavior: Clarifying the domain and future research agenda," Journal of Business Research, Elsevier, vol. 140(C), pages 25-39.
    13. Hailian Qiu & Ning Wang & Minglong Li, 2021. "Stimulating Customer Citizenship Behavior With Service Climate: The Mediating Role of Customer Psychological Empowerment," SAGE Open, , vol. 11(1), pages 21582440211, March.
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