Managing customer citizenship behaviour: The moderating roles of employee responsiveness and organizational reassurance

Vincent Wing Sun Tung, Po Ju Chen, Markus Rolf Schuckert

Research output: Journal article publicationJournal articleAcademic researchpeer-review

42 Citations (Scopus)


The study considers insights from concepts in psychology including attachment theory, self-congruity theory, affect infusion model, and social exchange theory which are relevant to the problematics of CCB. The scenario-based experimental design used in this study focuses on one aspect of CCB identified in extant literature: the policing of other customers. In a hospitality context, guests voluntarily participate in safeguarding an organization's quality when they identify areas that may be impacted by opportunistic behaviours of fellow guests. This context is highly relevant in hospitality and tourism settings where the behaviour of one individual may directly impact the experience of another given the co-creation of experience in a shared environment. Both employee responsiveness and organizational reassurance were found to significantly moderate guest satisfaction, loyalty and perceived value.
Original languageEnglish
Pages (from-to)23-35
Number of pages13
JournalTourism Management
Publication statusPublished - 1 Apr 2017


  • Customer citizenship behaviour
  • Hotel
  • Reciprocity
  • Scenario-based experiment
  • Service reassurance
  • Social exchange theory

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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