The Impact of Perceived Corporate Brand on Customer Citizenship Behavior and Employee Responsiveness: Evidence from Hotels and Destination Management Corporates
This research aims to study the impact of the perceived brands of hotels and destination management corporates on customer citizenship behavior and employee responsiveness. In addition, studying the effect of employee responsiveness and perceived brand on customer citizenship behavior. There were 246 questionnaires distributed among tourists from different destinations at Cairo international airport and international hotel chains in Cairo. The results declared that brand awareness, brand attributes, and brand identity have a positive impact on customer citizenship behavior. Moreover, they have a positive impact on employee responsiveness which affects customer citizenship behavior. On the other side, there was a negative impact of employee responsiveness on customer citizenship behavior. This research recommends the importance of considering customer feedback, launching promotional campaigns to spread brand awareness, improving brand quality, and enhancing employees’ skills to guarantee customer satisfaction, loyalty, and perceived value. Keywords: Perceived Brand, Customer Citizenship Behavior, employee responsiveness, Hotels, Tourism Corporates
El fkharany, H., salama, M., & Abd el Kawy, A. (2023). The Impact of Perceived Corporate Brand on Customer Citizenship Behavior and Employee Responsiveness: Evidence from Hotels and Destination Management Corporates. The International Journal of Tourism and Hospitality Studies, 5(1), 1-25. doi: 10.21608/ijthsx.2023.199628.1053
MLA
Heba Magdy El fkharany; mahmoud salama; Ahmed hassan Abd el Kawy. "The Impact of Perceived Corporate Brand on Customer Citizenship Behavior and Employee Responsiveness: Evidence from Hotels and Destination Management Corporates". The International Journal of Tourism and Hospitality Studies, 5, 1, 2023, 1-25. doi: 10.21608/ijthsx.2023.199628.1053
HARVARD
El fkharany, H., salama, M., Abd el Kawy, A. (2023). 'The Impact of Perceived Corporate Brand on Customer Citizenship Behavior and Employee Responsiveness: Evidence from Hotels and Destination Management Corporates', The International Journal of Tourism and Hospitality Studies, 5(1), pp. 1-25. doi: 10.21608/ijthsx.2023.199628.1053
VANCOUVER
El fkharany, H., salama, M., Abd el Kawy, A. The Impact of Perceived Corporate Brand on Customer Citizenship Behavior and Employee Responsiveness: Evidence from Hotels and Destination Management Corporates. The International Journal of Tourism and Hospitality Studies, 2023; 5(1): 1-25. doi: 10.21608/ijthsx.2023.199628.1053
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