Abstract
Organizational citizenship behavior (OCB) research has been extended in the literature to the customer domain by examining the role of customer behavior in the service sectors. Therefore, this study aimed to examine the effect of the physical environment and social servicescape on the co-creation value, and the impact of the co-creation value on customer satisfaction, which, in turn, influences the customer’s citizenship behavior. A field study was conducted in Malaysian cultural and creative industries settings and a total of 254 participants were approached. Structural equation modeling (SEM) technique was used to test the hypothesized relationships among variables. The proposed research model was largely focused on the four perceived values (i.e., physical servicescape, social servicescape, co-creation value, and customer satisfaction) that significantly influence tourists’ citizenship behavior. This study sheds new light on the notable roles of physical servicescape, social servicescape, co-creation value, and customer satisfaction on enhancing tourists’ citizenship behavior. The theoretical implications and practical implications are discussed.
Highlights
Service management scholars are conceding the importance of customers to contribute to a firm’s performance, effectiveness, and service quality by assuming active roles in service delivery [1,2,3,4]
This current research utilized structural equation modeling via the approach of partial least squares (PLS)
The findings showed that physical servicescape and social servicescape have a significant relationship with co-created value (H1)
Summary
Service management scholars are conceding the importance of customers to contribute to a firm’s performance, effectiveness, and service quality by assuming active roles in service delivery [1,2,3,4]. Customers are assuming co-production roles (customer participation behavior), which require them to perform the task that conventionally was conducted by employees in order to complete the service delivery [6,8]. This can be illustrated by examples given in [8] study, for instance, money withdrawal through ATMs, placing reservations for tickets electronically, or self-service in restaurants. Their study has pointed out that both behaviors are influenced by different antecedents and devoted to distinctive consequences that contribute to overall firm performance independently [13,14]
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