...Jie Xu; Min Liu Purpose Customer citizenship behavior is an important yet difficult-to-cultivate source of customer-driven value in service settings. Grounded in attribution theory, this study aims to investigate the influence of employees’ service adaptive behavior on three forms of customer...

...Dung Minh Nguyen Purpose This study draws on social exchange theory to examine how perceived green psychological benefits (PGPBs) influence customer citizenship behavior ( CCB ) in sustainable hospitality services. It further investigates the mediating role of felt obligation and the moderating...

...Susanne Curth; Sebastian Uhrich; Martin Benkenstein Purpose – The purpose of this paper is to analyze how affective commitment to fellow customers influences a customer's affective commitment to the service provider and customer citizenship behavior (CCB). In addition, the paper seeks to examine...