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Title: Managing customer citizenship behaviour : the moderating roles of employee responsiveness and organizational reassurance
Authors: Tung, VWS 
Chen, PJ
Schuckert, M 
Keywords: Customer citizenship behaviour
Scenario-based experiment
Service reassurance
Social exchange theory
Issue Date: 2017
Publisher: Pergamon Press
Source: Tourism management, 2017, v. 59, p. 23-35 How to cite?
Journal: Tourism management 
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.
ISSN: 0261-5177
EISSN: 1879-3193
DOI: 10.1016/j.tourman.2016.07.010
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