Instrumen dan Pemetaan Indikator Customer Citizenship Behavior dan Keterikatan Pelanggan Pada Industri Hospitality di Masa Pandemi

Industri Hospitality, khususnya hotel dan resto, merupakan perusahaan yang terkena dampak pandemi COVID-19. Dalam upaya beradaptasi pada perubahan yang merupakan salah satu langkah kunci untuk dapat bertahan dan bangkit kembali, adanya keterikatan pelanggan dan tertampilnya perilaku sukarela sebagai bentuk peran ekstra pelanggan sangat diperlukan oleh perusahaan. Tujuan penelitian yaitu memetakan Customer Citizenship Behavior (CCB) dan Keterikatan Pelanggan dengan instrumen yang telah teruji validitas dan reliabilitasnya untuk mengukur variabel tersebut di masa pandemi. Instrumen ini dapat secara berkelanjutan digunakan oleh perusahaan untuk melakukan survey guna mengetahui tingkat CCB dan Keterikatan Pelanggan sehingga dapat disusun strategi pemasaran yang tepat. Selain itu dapat digunakan oleh Peneliti selanjutnya yang tertarik untuk mengukur CCB dan Keterikatan Pelanggan pada industri Hospitality. Penelitian ini merupakan penelitian kuantitatif dengan sumber data primer dan pengumpulan data secara cross sectional. Populasi adalah pelanggan pada hotel dan resto di Jawa Timur. Teknik pengambilan sampel menggunakan metode konvenien, dengan sampel sejumlah 127 orang. Analisis data dilakukan dengan menggunakan uji outer model melalui perangkat lunak Warp PLS dan analisa data diskriptif menggunakan bantuan software SPSS. Alat ukur yang valid dan reliabel digunakan untuk memetakan keterikatan pelanggan dan CCB, dan hasil pemetaan menggambarkan bahwa pelanggan tetap menunjukkan CCB dan Keterikatan yang tinggi pada perusahaan.

Exploring the role of green attributes transparency influencing green customer citizenship behavior

PurposeFew studies have explored how to foster green customer citizenship behavior. Therefore, the aim of this study was to understand the factors influencing green customer citizenship behavior in a restaurant context.Design/methodology/approachThis study proposes a conceptual model, based on previous studies, hypothesizing that green attributes transparency engenders green brand image and green trust, which together facilitate green customer citizenship behavior. The authors used structural equations modeling with data collected from 312 consumers in Taiwan to do the analysis.FindingsThe findings indicate that green attributes transparency plays a strong role in determining green brand image and green trust, which enhance green customer citizenship behavior. Managerial implications to aid businesses in developing strategies to enhance their ability to foster green citizenship behavior among its consumers for competitive advantage is also provided, together with an outline of the limitations of the study.Originality/valueThis study used the concept of stimulus–organism–response to test the stimuli of green attributes transparency to enhance customer citizenship behavior mediated by green brand image and green trust. This study makes two theoretical contributions. First, this study extended the concept of attributes transparency, brand image, trust and customer citizenship behavior to a green context. The authors developed a research framework and confirmed that green attributes transparency facilitate green brand image and green trust, which contribute to green customer citizenship behavior. Second, there is no prior study exploring the relationship between green attributes transparency, green brand image, green trust and green customer citizenship behavior. The empirical support for the model developed in this study is based on empirical data of Taiwan restaurant consumers.

INVESTIGATING THE EFFECT OF PRIDE, MINDFULNESS, GENERAL SELF-AWARENESS, EMOTIONAL SATISFACTION ON CUSTOMER CITIZENSHIP BEHAVIOR AMONG GREEN CUSTOMERS

Purpose of the study: The purpose of this study is to investigate the effect of pride, mindfulness, general self-awareness, emotional satisfaction on customer citizenship behavior among green customers. Methodology: The present study is descriptive research in terms of applied purpose and duration of data collection. Structural equation modeling with Warp PLS software was used for analysis. Due to the survey and the lack of research, a questionnaire was used to collect data. The statistical population included customers of Cinere green products. Since their number is unknown, the infinite population was considered, and Cochran's formula for the endless population was estimated at 384 people. Principal Findings: The results showed that pride has a positive and significant effect on the general self-awareness of green customers. Mindfulness has a substantial direct impact on the general self-awareness of green customers. The immediate effect of public awareness on the citizenship behavior of green customers was confirmed, and emotional satisfaction has a significant impact on the citizenship behavior of green customers. Finally, the mediating result of emotional satisfaction on the relationship between public self-awareness and citizenship behavior of green customers was confirmed. Applications of this study: This research can be used in psychology and sociology areas. Novelty/Originality of this study: to investigate the effect of pride, mindfulness, general self-awareness, emotional satisfaction on customer citizenship behavior among green customers.

Effects of Service Recovery Expectation and Recovery Justice on Customer Citizenship Behavior in the E-Retailing Context

Customer citizenship behavior in the online shopping environment is vital to the success of e-retailers. However, it is unclear whether and how service recovery expectation and recovery justice predict customer citizenship behavior in e-retailing settings. Grounded on the expectation confirmation theory and social exchange theory, this study examined the influence of service recovery expectation and recovery justice on customer citizenship behavior with a serial mediation of recovery expectation confirmation and post-recovery satisfaction. A total of 774 samples from e-shoppers with most impressive (N = 401) and most recent (N = 373) service recovery experience were collected to test the hypotheses using structural equation modeling and bootstrapping procedures. This study reveals that service recovery expectation has a negative impact on recovery expectation confirmation, while recovery justice positively affects recovery expectation confirmation, which is further positively correlated with post-recovery satisfaction and customer citizenship behavior. Moreover, recovery expectation confirmation and post-recovery satisfaction play a serial mediation in the relationship between service recovery expectation and recovery justice, and customer citizenship behavior. Our study contributes to the growing body of customer citizenship behavior literature by offering an alternative perspective (i.e., service recovery) to understand what encourage or impede customer citizenship behavior, and expands service recovery literature by combining service recovery expectation and recovery justice into a framework and revealing the expectation–confirmation mechanism through which they influence post-recovery satisfaction in online shopping setting.

How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior

Brand symbolism, which stems from the vitality of the brand and feeds self-symbolism and social symbolism, has become an increasingly important strategy for firms to enhance consumer behavior. Building on attachment theory, social identity theory, and cognitive consistency theory, and using data from 439 customers of Starbucks in Lebanon, we used an integrative model to examine how brand symbolism, perceived service quality, and Corporate Social Responsibility (CSR) skepticism jointly affect two types of Customer Citizenship Behavior (CCB): helping other customers and policing other customers. The findings revealed that brand symbolism has a significant positive impact on CCBs and is a stronger predictor of policing other customers than helping other customers in the hospitality context. Further, perceived service quality acts as a mediator between the brand symbolism and CCB dimensions. This study discovered that CSR skepticism negatively moderates the direct and indirect effects of brand symbolism on CCBs through perceived service quality. The findings contribute to the literature by examining the boundary conditions of how and under what conditions brand symbolism affects CCBs by enrolling perceived service quality as a mediator variable and CSR skepticism as a moderator variable in the brand symbolism–CCB relationship.