دانلود رایگان مقاله انگلیسی مدیریت رفتار شهروندی مشتری: نقش تعدیل کننده پاسخگویی کارکنان و تایید سازمان - الزویر 2017

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.

6. Conclusion

This study examines the moderating effects of employee responsiveness and organizational reassurance towards CCB on guest satisfaction, loyalty, and perceived value towards a hotel. Using a scenario-based experimental design, the findings demonstrate when participants perceived actions were taken, and when the hotel expressed gratitude towards their CCB, they provided higher ratings of satisfaction, loyalty, and perceived value towards the organization. Overall, this study adds to the field's understanding of CCB from a broader perspective, integrating insights from attachment theory, self-congruity theory, and affect infusion model which are relevant to the problematics of CCB. Furthermore, as informed by social exchange theory, a hospitality organization's acknowledgement of CCB is necessary to retain the relationship with the customer as a way of reciprocal reinforcement (Anaza & Zhao, 2013; Sierra & McQuitty, 2005).

Several limitations are associated with this study. First, this study presented organizational reassurance expressed through service scripts. This represents an important limitation of this study as hotels can express organizational reassurance through other strategies, including the use of rewards such as gift certificates. Indeed, there could be more innovative ways to respond to CCB during other service encounters throughout the entire experience. Second, this study only considered responses to CCB in a traditional, “offline” format; in reality, hospitality organizations are also using online channels to interact with guests (e.g., email, messaging), allowing them to potentially communicate online responses to CCB behaviours. A third limitation of this study is the lack of consideration of consumer-related elements that are potentially relevant in a CCB context. These could include the socio-economic background, culture, personality, and membership affiliation of guests with the hospitality organization. Fourth, there are other situational factors that were not considered in this study; for example, the purpose of a guest's visit and a guest's past experience with the services offered by the hotel. These factors could influence hotel evaluations.