PLEA FOR CUSTOMER CITIZENSHIP BEHAVIOUR: MEDIATING ROLE OF CUSTOMER ENGAGEMENT AND CUSTOMER PERCEIVED STRESS

Abstract

We extend our research in two ways by employing a resource conservation theory. First, we postulate that customer engagement is a key mediator in the relationship between transformational leadership behaviour and customer citizenship behaviour. Second, we suggest that customer perceived stress is a disruptive psychological condition that affects the relationship between transformational leadership behaviour and customer citizenship behaviour. A total of 412 manager and respective customer dyads from various hotels were used in this study. Sample was taken from small and mid-sized hotels situated in different tourism places of Pakistan Northern areas. According to the findings of this study, transformational leadership behaviour has a significant impact on customer engagement and Customer perceived stress. Furthermore, the association between transformational leadership behaviour and CCB is mediated by customer perceived stress. Prior studies have focused on the impact of transformational leadership on employee behaviour. This study, on the other hand, is distinctive in that it investigates how transformational leadership behaviour affect customer citizenship behaviour (CCB). The current study's findings have a variety of theoretical and practical implications for marketing researchers, leaders, and decision-makers.