scholarly journals The Effect of Equity Perception of Hotel Customer on Customer Citizenship Behavior: Moderating Role of Equity Sensitivity

2018 ◽  
Vol 43 (3) ◽  
pp. 45-62
Author(s):  
Katelyn H. Kim
Keyword(s):  
Equity Sensitivity ◽  
Citizenship Behavior ◽  
Customer Citizenship Behavior ◽  
Moderating Role

scholarly journals The impact of corporate social responsibility on customer citizenship behavior: The mediating role of customer-company identification and moderating role of generation.

2020 ◽  
Vol 1 (1) ◽  
pp. 10-21
Author(s):  
Fatima Alhouz ◽  
Abdulbaset Hasouneh
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Citizenship Behavior ◽  
Strong Impact ◽  
Company Identification ◽  
Customer Citizenship Behavior ◽  
Corporate Social ◽  
The Impact ◽  
Moderating Role

This study investigates the impact of corporate social responsibility (CSR) on customer citizenship behavior in the hospitality industry. Further, it explores the mediation effect of customer-company identification and the moderating role of generation in the CSR-customer citizenship behavior relationship. Data from 430 customers have been collected from five-star hotels in North Cyprus and the structural equation model has been employed to test the study hypotheses. The results revealed that CSR has a strong impact on customer citizenship behavior. Further, customer-company identification partially mediated the positive relationship between CSR and customer citizenship behavior. Moreover, generation moderates CSR and customer citizenship behavior relationship.

Philanthropic corporate social responsibility, consumer attitudes, brand preference, and customer citizenship behavior: Older adult employment as a moderator

2019 ◽  
Vol 47 (7) ◽  
pp. 1-10 ◽  
Author(s):  
Jinsoo Hwang ◽  
Sun-bai Cho ◽  
Woohyoung Kim
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Older Adult ◽  
Consumer Attitudes ◽  
Citizenship Behavior ◽  
Brand Preference ◽  
Customer Citizenship Behavior ◽  
Corporate Social ◽  
Moderating Role

In this study we examined whether philanthropic corporate social responsibility (PCSR) has a positive influence on consumer attitudes and brand preference, and if this, in turn, positively affects customer citizenship behavior. In addition, we explored whether, when consumers perceive that a company tries to solve social problems, they are more likely to have favorable attitudes toward the company, and proposed the moderating role of older adult employment in this relationship. The results indicated that PCSR was an important predictor of consumer attitudes and brand preference. In addition, consumer attitudes had a positive effect on advocacy and tolerance, whereas brand preference positively affected all types of customer citizenship behavior. Last, we found a moderating role of older adult employment in the relationship between PCSR and consumer attitudes and between PCSR and brand preference.

The Impact of Service Scripts on Customer Citizenship Behavior and the Moderating Role of Employee Customer Orientation

2014 ◽  
Vol 31 (12) ◽  
pp. 1096-1109 ◽  
Author(s):  
Helena Nguyen ◽  
Markus Groth ◽  
Gianfranco Walsh ◽  
Thorsten Hennig-Thurau
Keyword(s):  
Customer Orientation ◽  
Citizenship Behavior ◽  
Customer Citizenship Behavior ◽  
The Impact ◽  
Moderating Role

How commitment to fellow customers affects the customer-firm relationship and customer citizenship behavior

2014 ◽  
Vol 28 (2) ◽  
pp. 147-158 ◽  
Author(s):  
Susanne Curth ◽  
Sebastian Uhrich ◽  
Martin Benkenstein
Keyword(s):  
Service Provider ◽  
Affective Commitment ◽  
Service Providers ◽  
Service Organization ◽  
Citizenship Behavior ◽  
Content Type ◽  
Calculative Commitment ◽  
Customer Citizenship Behavior ◽  
Moderating Role

Purpose – The purpose of this paper is to analyze how affective commitment to fellow customers influences a customer's affective commitment to the service provider and customer citizenship behavior (CCB). In addition, the paper seeks to examine the moderating role of a customer's calculative commitment to the service organization. Design/methodology/approach – The study used a large-scale survey among customers of a health club and a scenario-based experiment to test the hypotheses. Findings – Both empirical studies provide evidence that affective commitment to fellow customers has positive consequences for the customer-firm-relationship. The findings suggest that commitment to fellow customers and commitment to the service organization influence very specific facets of customer citizenship behavior. In addition, the study found preliminary support for the moderating role of calculative commitment. Affective commitment to fellow customers showed the strongest effect on affective commitment to the provider in customer-firm relationships characterized by high (versus low) calculative commitment. Practical implications – The results of this research have a number of managerial implications. This study suggests measures to strengthen customer-firm-relationships, e.g. generating intensive exchange among customers or attraction of consumer pairs. Providing customers with platforms of valuable relationships to multiplex ties can be a competitive advantage for service providers. Originality/value – This article is the first that highlights the role of other customers as a target of customer commitment and how this commitment affects both the customer's relationship to the service provider and his or her customer citizenship behavior. The present study therefore broadens our knowledge of how bonding among customers influences consumer behavior in service settings.

scholarly journals The nexus between corporate philanthropy and customer citizenship behavior: The role of corporate reputation and customer socialization.

2020 ◽  
Vol 1 (1) ◽  
pp. 22-33
Author(s):  
Linart Janbout
Keyword(s):  
Corporate Reputation ◽  
Corporate Philanthropy ◽  
Mediation Effect ◽  
Citizenship Behavior ◽  
Socially Responsible ◽  
Moderation Effect ◽  
Customer Citizenship Behavior ◽  
The Impact ◽  
The Relationship

Corporate philanthropy is one of the most debated topics among scholars for socially responsible firms. This study examines the impact of corporate philanthropy on customer citizenship behavior. Furthermore, this study aims to investigate the mediation effect of corporate reputation as well as the moderation effect of customer socialization on the relationship between corporate philanthropy and customer citizenship behavior. The population of this study consists of 393 students from one university in North Cyprus. Using the regression analysis method, the findings of this study revealed that corporate philanthropy positively affects customer citizenship behavior and such a relationship is partially mediated by corporate reputation. The result of the interaction effect reported for a positive significant effect of customer socialization on the relationship between corporate philanthropy and customer citizenship behavior. The research contributes to the literature by providing empirical findings on the relationship between corporate philanthropy and customer citizenship behavior as well as examining the underline mechanisms of how and under what conditions corporate philanthropy enhances customer citizenship behavior.

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