Disentangling green service innovative behavior among hospitality employees: The role of customer green involvement |
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| Affiliation: | 1. College of Management and Economics, Tianjin University, 92 Weijin Street, Tianjin, China;2. Department of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau, Macao, China;3. Asia-Pacific Academy of Economics and Management, Faculty of Business Administration, University of Macau, Macao, China;4. College of Tourism and Service Management, Nankai University, 38 Tongyan Road, Tianjin, China;1. Division for Management in Health and Sport Tourism, UMIT Tirol - Private University for Health Sciences, Medical Informatics and Technology, Eduard-Wallnöfer-Zentrum 1, 6060 Hall in Tirol, Austria;2. Department of Strategy, Excelia Business School – CERIIM, 102 Rue de Coureilles, 17000 La Rochelle, France;3. Department of Strategy, Marketing and Tourism, University of Innsbruck, Karl-Schönherr-Straße 3, 6020 Innsbruck, Austria;1. Department of Nutrition and Health Sciences, University of Nebraska, Lincoln, 104J Leverton Hall, Lincoln, NE 68583, USA;2. Hospitality Management, University of Missouri, 231 Gentry Hall, Columbia, MO 65211, USA;1. European University Eu Business School Munich, Germany;2. TR Consulate General Stuttgart, Germany;3. College of Management, Metropolitan State University, 1501 Hennepin Ave., Minneapolis, MN 55403-1897, United States;4. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong, China;1. Department of Tourism, College of Social Science, Hanyang University, 222, Wangsimni-ro, Seongdong-gu, Seoul, 04763, Republic of Korea;2. Howard Feiertag Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061, United States;1. School of Management, University of Economics Ho Chi Minh City, 59C Nguyen Dinh Chieu, Ho Chi Minh City, Viet Nam;2. School of International Business and Marketing, University of Economics Ho Chi Minh City, 59C Nguyen Dinh Chieu, Ho Chi Minh City, Viet Nam |
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| Abstract: | Regardless of the role of customers in co-creating value with organizations, how customer involvement drives employees, particularly in the hospitality industry, to engage in green service innovative endeavors has been scarcely examined. This study seeks to uncover how and when customer green involvement nurtures green service innovative behavior among hotel employees. The dataset was formed from the responses from 519 employees and 84 managers working in Vietnam-based hotels and analyzed via multilevel structural equation modeling. The results demonstrated the role of hotel employees’ green information management motivations (i.e., green information proactiveness, transparency, and formality) in mediating the positive relationship between customer green involvement and employee green service innovative behavior. Internal green marketing orientation functioned as an enhancer for the effects of customer green involvement on green information management motivations. This research contributes to the stream of green behavior research by bringing together customer green involvement and green service innovative behavior in the hospitality literature and unraveling the mechanisms behind their relationship. |
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| Keywords: | Green service innovation Customer green involvement Internal green marketing Information management motivations Vietnam |
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