ABSTRACT

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.

摘要

本研究考察了享乐价值、客户与客户互动、客户需求、定制和客户喜爱对客户公民行为的影响以及客户参与的调节作用。对马来西亚酒店的 585 名顾客样本进行了定量调查设计，以测试所提出的模型。显着的发现是 (1) 影响因素（享乐价值、客户对客户的互动、客户需求、定制）显着影响客户喜爱，(2) 客户喜爱在影响因素（享乐价值、客户对客户）之间具有显着的中介作用-客户互动、客户需求、定制）和客户公民行为，以及（3）客户参与调节客户喜爱和客户公民行为之间的关系。该研究将客户公民行为作为一种新的动态方法来探索如何在酒店业中提高其成果。客户公民行为的结果可能有助于酒店业务和服务提供商提供服务。