On the relevance of parties in service environments to customer citizenship behaviour: evidence from hotels in Vietnam

Abstract

This research aims at exploring the factors affecting customer citizenship behaviour in Vietnam hospitality business field. Precisely, the study evaluates the influences of the prominent factors pertaining to the relevant parties in the service environment including staff, service firm, other customer, and customer per se on customer's performance of customer citizenship behaviour. The data were collected from Vietnamese customers using a survey. The results show that factors pertaining to four key players in service environments including other customers' citizenship behaviour (other customers), employee credibility (service staff), customer orientation of service firm (service firm), and customer's social identity (customer per se) are significantly linked to both customer citizenship behaviour toward other customers and customer citizenship behaviour toward firm. With the new model evaluating the effects of the factors of a comprehensive set of parties involved in service context, this study offers valuable insights for service firms in an effort to foster more customer citizenship behaviour in service environment. It also extends the literature of customer citizenship behaviour and the management of service interactions.