Assessing customer citizenship behaviors in the airline industry: Investigation of service quality and value |
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| Affiliation: | 1. Incheon International Airport Corporation, 424-47 Gonghang-gil, Jung-gu, Incheon, 22382, Republic of Korea;2. Korea Aerospace Research Institute, 169-84 Gwahak-ro, Yuseong-Gu, Daejeon, 34133, Republic of Korea;3. The Korea Transport Institute, 370 Sicheong-daero, Sejong-si, 30147, Republic of Korea;1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Hong Kong;2. Rosen College of Hospitality Management, University of Central Florida, Orlando, FL, United States;1. Faculty of Economic and Management Sciences, North-West University, Potchefstroom, South Africa;2. Department of Marketing, Monash University, Melbourne, Victoria, Australia;3. WorkWell Research Unit, North-West University, Potchefstroom, South Africa |
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| Abstract: | Along with the emergence of a new marketing paradigm (service-dominant logic), the post-consumption behavior has been highlighted. Accordingly, the purposes of this study are to identify four types of the consumer citizenship behavior, including advocacy, feedback, helping and tolerance, and to examine two direct and indirect determinants of it. Then, a moderating effect of the air passenger-related factor (domestic vs. international trips) has been assessed on the proposed relationships. The results of this paper suggest decomposing two dimensions of service quality (intangible and tangible resources of airline services) which indirectly affect the consumer citizenship behavior via perceived value. Those passengers who took domestic trips are more likely to have the stronger relationships than travelers who carried out international trips. |
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| Keywords: | Airline services Service quality Intangible and tangible resources Perceived value Consumer citizenship behavior |
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