Factors influencing customer citizenship behaviour in the hospitality industry

This present study examines the relationships between hedonic value, customer-to-customer interaction, customer demandingness, customization and customer love on customer citizenship behaviour with the moderation effect of customer involvement. A quantitative survey design was conducted on a sample of 585 customers in Malaysian hotels to test the proposed model. The salient findings are (1) influencing factors (hedonic value, customer-to-customer interaction, customer demandingness, customization) significantly impact customer love, (2) customer love has a significant mediating effect between influencing factors (hedonic value, customer-to-customer interaction, customer demandingness, customization) and customer citizenship behaviour, and (3) customer involvement moderates the relationship between customer love and customer citizenship behaviour. The study reported customer citizenship behaviour as a new and dynamic approach to explore how its outcomes can be enhanced in the hotel industry. The outcomes of customer citizenship behaviour may help the hotel business and service providers in their service delivery.