Crafting and testing a central precept in service-dominant logic: Hotel employees’ brand-citizenship behavior and customers’ brand trust |
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| Institution: | 1. School of Business, Sun Yat sen University, No. 135, Xingang West Road, Guangzhou 510275, PR China;2. School of Management, Guangdong University of Technology, No. 161, Yinglong Road, Guangzhou 510520, PR China;3. College of Management, National Chiayi University, 580 Hsin-Ming Road, Chiayi 60054, Taiwan;1. Isenberg School of Management, University of Massachusetts, Amherst, United States;2. Copenhagen Business School, Denmark;3. Faculty of Economics, University of Ljubljana, Slovenia;1. University of Las Palmas de Gran Canaria, Edificio Departamental de Ciencias Económicas y Empresariales, Módulo C. C2-08, Spain;2. National Pingtung University of Science and Technology, Department of Hotel and Restaurant Management, 1 Shueh fu Road, Neipu, Pingtung 91201, Taiwan;1. The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong;2. School of Hospitality and Tourism, Auckland University of Technology (AUT), Auckland, New Zealand;3. Department of Business Administration, Earl G. Graves School of Business and Management, Morgan State University, Baltimore, MD, USA;4. National Kaohsiung University of Hospitality and Tourism, Kaohsiung, Taiwan;1. School of Hospitality Management, The Pennsylvania State University, 122 Mateer Building, University Park, PA 16802, United States;2. School of Hospitality Management, The Pennsylvania State University, 224 Mateer Building, University Park, PA 16802, United States;1. School of Human Environmental Sciences, University of Arkansas, Fayetteville, AR, United States;2. School of Hotel and Tourism Management, Oklahoma State University, Stillwater, OK, United States;3. School of Management, Xiamen University, Xiamen, China;4. School of Business, Sun Yat-Sen University, Guangzhou, China;5. Jonathan M. Tisch Center for Hospitality, New York University, New York, NY, United States |
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| Abstract: | Employees play an important role in hotel service branding. Their enactments of positive brand-supportive behaviors help nurture positive customer–brand relationships. This study explores the relationship between employee perceived organizational support, brand citizenship behavior, and customers’ perceptions of brand trust. Two questionnaire surveys were carried out in high-contact hotel service firms collecting employee and customer data by matched-questionnaires. The results of the study indicate that brand-citizenship behavior consists of three components: willingness-to-help, brand enthusiasm, and propensity for further development. Propensity for further development has a significant direct positive effect on the other two components, and the other two components both have significant direct positive effects on customer's brand trust. Employee-perceived higher levels of organizational support increase performance of brand citizenship behavior. The study includes empirical findings, contributions to theory, limitations, and direction for future research. |
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| Keywords: | Perceived organizational support (POS) Brand citizenship behavior (BCB) Brand trust |
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