Search Results (33)

As sports activities have recently become socio-culturally important in South Korea, the roles and functions of public sports organizations are attracting attention. In this situation, perceived organizational support is considered one of the significant variables to explain the attitudes and behaviors of employees within the organizations. Hence, the purpose of this study is to investigate the relationship between perceived organizational support of public sports organizations, work engagement, organizational citizenship behavior, and customer orientation and examine the mediating effect of work engagement. This study collected data from 248 employees working for public sports organizations, and data were analyzed with SPSS 26.0 and AMOS 26.0. The results showed the following. (1) Perceived organizational support has a significant positive effect on work engagement but does not affect organizational citizenship behavior and customer orientation. (2) Work engagement significantly positively affects organizational citizenship behavior and customer orientation. (3) Work engagement has been shown to fully mediate the relationship between perceived organizational support, organizational citizenship behavior, and customer orientation. This study suggests that public sports organizations need an efficient support strategy that can maximize employees’ work engagement. For example, organizations should increase their sense of unity with employees and understand the importance of their work to strengthen perceived organizational support. Lastly, organizations need to create an environment where employees can devote themselves to and focus on their work. Full article

Understanding the factors and motivations that drive consumers to engage in eco-friendly behavior within the realm of social commerce is essential to provide insights into crafting targeted marketing efforts and campaigns. By aligning eco-friendly initiatives with the inherent motivations of social commerce users, businesses can enhance the effectiveness of their sustainability efforts. Despite that, limited research has investigated the potential impact of social commerce, aligned with green customer citizenship, on eco-friendly behavior and staying in green hotels. To address this gap, this study aims to examine the level to which social commerce practices contribute to shaping customers’ eco-friendly behavior in the context of eco-friendly hotels. A quantitative approach design using a questionnaire survey to collect primary data was conducted. Based on valid responses from 336 participants, a structured equation modeling was performed using Smart PLS 4.0 to examine the conceptual model and justify the hypotheses of the study. The findings highlighted the critical role of social commerce in shaping customer eco-friendly behavior and staying in green hotels. The results also confirmed the moderating role of green customer citizenship in supporting the linkage between social commerce and customer eco-friendly behavior in hotel settings. These results contribute to the growing hospitality body of knowledge and provide some valuable practical implications enabling eco-friendly hotels to leverage social commerce as a medium for promoting green initiatives and services. Full article

Sustainability has emerged as a critical concern in the tourism industry. In sustainable tourism, the question of how to engage tourists in value co-creation has started to receive attention. Based on service-dominant logic, this paper develops an integrated model to reveal the impact of tourist operant resources on online citizenship behavior from the perspective of interactions between tourists and online travel agencies (OTAs). Empirical research is conducted using data collected from 301 tourists with customized sustainable tourism experiences. The results show that tourist operant resources are positively associated with online citizenship behavior, with the perceived value (functional value and emotional value) playing a partially mediating role in this relationship. Knowledge distance between tourists and OTA service personnel exerts an inverted U-shaped moderating effect on the relationship between tourist operant resources and functional values, but it does not have a moderating effect on the relationship between tourist operant resources and emotional values. Resource integration capability positively moderates the impact of tourist operant resources on functional and emotional values. This study reveals the contingency role of tourist operant resources in the entire value co-creation process in the context of sustainable tourism and provides practical guidance for OTAs to promote tourists’ online citizenship behavior to develop sustainable tourism. Full article

The goal of this study is to analyze a proposed model that shows how customer perceptions of corporate social responsibility (CSR) and customer citizenship behavior (CCB) in the banking sector are directly and indirectly related. In addition, we examine how CSR contributes to the growth of customer engagement. Customers of Indian banks made up the study’s target population, and 363 responses were collected as part of the sample. According to the findings, customer perception of CSR is favorably correlated with customer engagement and CCB. Moreover, customer engagement serves as a mediating factor in the link between consumer perception of CSR and CCB. Our findings demonstrate that CSR influences consumer engagement directly, and that customer engagement partially mediates the relationship between CSR and CCB. The results also provide evidence in favor of CSR and customer engagement as CCB outcomes. Full article

Embedding gamified charity into digital social responsibility (DSR) programs has stimulated customers to behave in prosocial and pro-environment ways in daily life. Prior studies on customer outcomes of corporate social responsibility (CSR) have yielded fragmented findings in an offline environment. To reap the maximum returns of DSR, this study deconstructs sustainable customer engagement outcomes of DSR into external outcomes, including customer citizenship behavior, and internal outcomes, such as customers’ intention to continue. Moreover, this study examined the role of affective commitment and gamification affordance within a single framework of customer response to DSR. The findings of an empirical study carried out in the DSR programs prove that the underlying psychological mechanisms between customer engagement in DSR and various customer outcomes are mediated by affective commitment and moderated by gamification affordance. This study contributes to the DSR stream of sustainable engagement outcomes by proposing a theoretical framework to clearly understand the psychological mechanisms and boundary conditions influencing the customer response to DSR. Full article

This study aimed to investigate three variables that may interact with internal branding (IB) in the hotel context: employee engagement (EE), workplace friendship (WF), and organizational citizenship behavior (OCB). This study adopted a survey methodology. 385 valid responses were collected from employees of 20 five-star chain hotels located in the Greater Cairo region of Egypt. The data were analyzed using PLS-SEM. The results demonstrated that there is a significant relationship between OCB and WF with EE, in addition to OCB, EE, and WF with IB. The mediating role of EE between OCB and IB, besides the moderating role of WF on the relationship between OCB and EE, was also determined. Contrary to the hypothesized model, results showed an insignificant relationship between WF and IB. This study provides a theoretical contribution to deepen the understanding of the internal branding concept in the context of the hotel industry. Practically, this research may be helpful for hotel enterprises in engendering and sustaining effective internal branding practices, which, in turn, could establish new links between internal and external hotel customers. Study limitations and potential directions for further research were also presented. Full article

Through social exchange theory, this study explores the relationship of virtual social interaction on customer citizenship behavior. By using a sample of 363 fitness enthusiasts from China, this study found that the three dimensions of virtual community interaction have a positive impact on customer citizenship behavior. Moreover, this study found that psychological empowerment partially mediated the relationship between the three dimensions of virtual community interaction and customer citizenship behavior. Secondly, this study also found that the effect of virtual community interaction on psychological empowerment was conditional on a sense of community. The results of this study suggested that managers should pay attention to the important role of user interaction in a virtual community and guide users to form high-quality interactions. Furthermore, managers should also pay attention to the importance of customer citizenship behavior to make users as employees participate in the interaction in a virtual community to enrich the integrity of the interaction. Lastly, managers need to pay attention to users’ sense of belonging and identity regarding the virtual community and encourage users to obtain incentives through the combination of online and offline activities to create the most benefits for the virtual community of fitness clubs. Full article

Encouraged by the perceived success of new public management (NPM) in other nations globally, the Abu Dhabi government adopted this system of management after 2010. To date, limited research has investigated the advantages and disadvantages of NPM for both the organization and the employee. Thus, the purpose of this study is to assess the extent to which NPM influences employee behaviors, particularly focusing on any possible negative effects of NPM on employee work–life balance. An exploratory, inductive, qualitative research method was adopted, which involved a total of 42 semi-structured interviews, conducted in two rounds with 21 public sector managers in Abu Dhabi. It was found that the strategic objective of maximizing customer satisfaction increased the workload of most managers, and one-third of our research participants perceive that their work–life balance has deteriorated since NPM was adopted. However, removing levels from organizational hierarchies and increasing individual responsibilities were generally reported as motivating. Although studies undertaken in other countries have suggested a link between NPM and worsening employee work–life balance, this link does not always hold true among our participants. Indeed, most individuals reported high levels of loyalty toward their organization and high levels of organizational citizenship behaviors. The reasons for these positive outcomes are explained. Full article

The objective of this study was to verify the influence of corporate image and subjective norms on consumers’ purchase intention of a firm’s products. Another important objective was to determine what kind of citizenship—corporate citizenship or customer citizenship—has a greater impact on the relationships between corporate image and purchase intention, and between subjective norms and purchase intention. The findings suggest that both ethical corporate image and subjective norms have positive effects on ethical purchase intention, and that both corporate and customer citizenship significantly moderate this causal relationship. Specifically, we found that corporate citizenship exerted greater impact as a moderator than customer citizenship on ethical purchase behavior. This finding has important theoretical/practical implications as it highlights the weighted attention to be paid to individual versus corporate focus in the study of ethical consumption behavior. In particular, the finding sheds light on the importance of subjective norms as a social peer pressure mechanism since ethical consumption is embedded with socially responsible consumption behavior. Full article

The luxury hotel market has been developing rapidly recently in the Asian Market. To provide useful outcomes to hotels competing in fierce market conditions, the current study investigated the relationship between customer experience values, customer post-experience consequences, and citizenship behaviors. Our findings confirmed the valuable contribution of customer experience values (ROI and service excellence) to the development of brand satisfaction, which in turn positively influences brand commitment and love. Meanwhile, brand commitment and love were found to have a direct positive impact on customer citizenship behaviors (CCBs). Overall, the findings bridge the gap in the relationship between brand love and CCBs in the hospitality industry and provide broad insights into brand management and marketing theories for tourism and hospitality. Full article

Recently, with increasing customer awareness about environmental issues, guests staying in hotels and potential consumers are more and more concerned about environmentally sustainable practices and their associated consequences. From the hotel industry perspective, empirical studies conducted on the association between customer citizenship behavior (CCB) and environmentally sustainable practices (ESPs) with the existence of green satisfaction (GS) are scarce. Consequently, the primary aim of the current study is to investigate the impact of ESPs on GS and CCB in a sample of five-star eco-friendly hotels in Egypt, as well as exploring the potential mediative role of GS in the relationship between CCB and ESPs. Additionally, we attempt to empirically determine to what extent GS directly impacts CCB. The study suggests a conceptual model for testing four hypothesized relationships between ESPs, GS, and CCB. Structural equation modeling (SEM) with bootstrapping was employed for testing our hypotheses. The findings of the study confirmed the significant positive impacts of ESPs on GS and CCB. Further, GS significantly and positively affects CCB. Moreover, GS partially mediates the relationship between CCB and ESPs. Given the study findings, some practical implications for improving GS and boosting CCBs in the green/eco-friendly hotel industry context are suggested. Full article

The impact of the employees’ perceptions of CSR activities on the employee-organization relationship has been little explored in the literature. This study aims to analyze the impact of corporate social responsibility (CSR) perceptions (Environment-related CSR; Employee-related CSR, Customer-related CSR) on organizational citizenship behavior through the mediating role of the organizational identification of employees in the hotel sector. A questionnaire was applied to a sample of 214 frontline employees who work in four- and five-star hotels. Using Model 4 of the PROCESS macro, a mediation model was designed to test the hypotheses. The results indicate that there is a mediation model that uses the effect of organizational identification in the relationship between perceptions of CSR and organizational citizenship behavior. This study concludes that an increase in identification with the organization based on environmental-related activities, employee-related activities, or customer-related activities impact on OCB. The results of this study represent contributions to the literature in the CSR field, as well as to the case of human resources managers who wish to enhance organizational citizenship behavior and identification among hotel staff. Full article

In the field of organizational management, research on employees’ life experiences is insufficient. It remains unclear how employees’ non-work experiences affect customer service quality. Building on the spillover theory (an individual’s experience in one domain can be transferred to another domain) and the conservation of resources theory (individuals are motivated to protect their current resources and to acquire new resources), we aim to examine the impact of service employee’s life satisfaction on customer satisfaction while considering service-oriented organizational citizenship behavior (the discretionary extra-role behavior demonstrated by employees) as a mediating variable. To test our hypothesis, we collected multi-wave, multilevel, multisource data of 209 customer service employees from an insurance company. The results showed that service-oriented organizational citizenship behavior was an important mechanism by which employees’ overall life satisfaction positively affected customer satisfaction. In addition, this mediating effect was weaker for employees in higher competition climate groups. The study illustrates the critical contribution of the overall well-being of personnel to organizational business results. Full article

In recent years, environmental consideration and notion of sustainability has gained extensive attention on global scale from political aspect to businesses and social means. It has been the core concept of development for organizations in different industries in an increasing manner. As tourists tend to be more aware regarding environment and impact of human activity on nature, it becomes more important to include sustainable measures so that firms can remain competitive in the market and attract new customers. The current research examines the relationship between sustainable marketing orientation deployed by organizations operating in tourism sector (i.e., hotels) and employees’ extra-role behavior in form of organizational citizenship behavior. Furthermore, indirect effects of employees’ socialization and involvement are examined to provide a better understanding on related factors. Gathering data from hotels of Beirut, 218 employees participated in the research and PLS-SEM yielded significant results, stating that the variables are vital for positive behavioral outcomes within the hotel industry. The results can be beneficial for scholars and practitioners in tourism sector alike. Full article

In the green marketing literature, environmentally sustainable practices (ESPs), green perceived value (GPV), as well as customer citizenship behavior (CCB) have not received significant attention, particularly in the hotel industry context. The current study aims to examine the effect of ESPs on CCB in a sample of five-star eco-friendly hotels in Egypt. Furthermore, it attempts to identify the potential mediating role of GPV in the relationship between ESPs and CCB and to examine the extent to which GPV directly affects CCB. To achieve the study aim, a self-administrated questionnaire was developed and directed to a convenience sample of five-star eco-friendly hotel guests. A structural equation model (SEM) was applied to 374 forms from guests of the surveyed hotels. The findings of the study reveal that ESPs significantly and positively affect GPV and CCB. The GPV has a positive and significant effect on CCB. The GPV partially mediates the relationship between ESPs and CCB. These findings emphasized that environmentally sustainable hotel properties are rewarded by customers in the form of CCBs (i.e., feedback, helping others, advocacy, and tolerance) directly and indirectly (through GPV). Upon this, some practical implications have been suggested to improve managers’ understanding in order to enable them to better manage their ESPs and to achieve positive and optimum outcomes. Full article