The Roles of The Physical Environment, Social Servicescape, Co-Created Value, and Customer Satisfaction in Determining Tourists’ Citizenship Behavior: Malaysian Cultural and Creative Industries

Hussam Al Halbusi, Pedro Jimenez Estevez, Tan Eleen, T. Ramayah and Md Uzir Hossain Uzir
Additional contact information
Hussam Al Halbusi: Department of Business Strategy and Policy, Faculty of Business and Accountancy, University of Malaya, Petaling Jaya 50603, Malaysia
Pedro Jimenez Estevez: Department of Business Administration, Faculty of Legal and Social Sciences, University of Castilla-La Mancha, 4507 Toledo, Spain
Tan Eleen: Department of Business Strategy and Policy, Faculty of Business and Accountancy, University of Malaya, Petaling Jaya 50603, Malaysia
T. Ramayah: School of Management, Universiti Sains Malaysia, Minden 11800, Penang, Malaysia
Md Uzir Hossain Uzir: Department of Marketing, Putra Business School (PBS), University Putra Malaysia, Seri Kambangan 43400, Malaysia

Sustainability, 2020, vol. 12, issue 8, 1-23

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.

Keywords: physical environment; social servicescape; co-created value; customer satisfaction; tourists’ citizenship behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

Downloads: (external link)
https://www.mdpi.com/2071-1050/12/8/3229/pdf (application/pdf)
https://www.mdpi.com/2071-1050/12/8/3229/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:8:p:3229-:d:346383

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().