Abstract
PurposeThis study aims to explore customer personality traits as an antecedent of customer citizenship behaviour which positively facilitates service providers.Design/methodology/approachThis study follows the positivism research paradigm. Hence, primary data were collected from 250 homestay visitors who stayed at five selected homestays located at Mirissa homestay zone, Sri Lanka.FindingsThe present study's findings reveal that “agreeableness,” “extraversion” and “conscientiousness” personality traits promote customer citizenship behaviour. Furthermore, the openness to “experience” trait identified to have a statistically insignificant relationship with CCB and neuroticism recorded a positive impact on the relationship between CCB and personality, contrary to the existing literature.Practical implicationsThis study comprehensively explains how service providers should arrange their service facilities to increase customer willingness to perform citizenship behaviour, which helps develop their services.Originality/valuePrevious research has investigated that customer personality in terms of prosocial and proactive nature impacts CCBs. In contrast, the effect of Big Five personality traits on CCB is highlighted in this study.
Highlights
Tourism is a unique industry that has received many scholars’ attention worldwide (Yung and Khoo-Lattimore, 2019; Stamboulis and Skayannis, 2003; Ying, 2008)
Under the North American Industry Classification System (NAICS), the tourism industry defines as an industry that consists of five main sectors, namely transportation, accommodation, food and beverage, recreation and entertainment, and travel services (Knowles and Westcott, 2019)
This study predicted that Customer citizenship behaviour (CCB) is equal to 1.352 þ 0.128 þ 0.067 (Openness to experience) þ 0.323 þ 0.113 þ 0.107
Summary
Tourism is a unique industry that has received many scholars’ attention worldwide (Yung and Khoo-Lattimore, 2019; Stamboulis and Skayannis, 2003; Ying, 2008). The relationship between Big Five personality traits and citizenship behaviour has been studied by scholars in both the services and tourism contexts (Choi and Hwang, 2019; Kiffin- Petersen et al, 2011; Anaza, 2014). Extroverted people can be characterized as outgoing and enjoying human interaction (Pezenka et al, 2017) This trait has received considerable empirical support as an essential antecedent to organization-based citizenship behaviour (Kiffin- Petersen et al, 2011; Tang and Lam, 2017; Hee and Johari, 2014). This leads to the first hypothesis of the current study. Due to unavailability of extract statistics about travellers who visit these homestays non-random sampling
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