Assessing customer citizenship behaviors in the airline industry: Investigation of service quality and value

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.