ISSN 2736-1721
Global Journal of Business Management ISSN 6731-4538 Vol. 12 (5), pp. 001-006, May, 2018. © International Scholars Journals
Full Length Research Paper
The impact of perceived employee identification on the relationship between customer company-identification and customer citizenship behaviour: Practice from Turkish hotels
Ipek Kalemci Tuzun1* and Tulay Korkmaz Devrani2
1Faculty of Commercial Sciences, Baskent University,Turkey.
2Faculty of Economic and Administrative Sciences, Baskent University, Turkey.
Accepted 25 November, 2017
Abstract
This study examines the impact of customer perception of employee identification on the relationship between customer-company identification and customer citizenship behaviour in service settings. A total of 386 surveys are collected from city hotels in Ankara, Turkey. Results of the present study provide empirical evidence that customers who identify more strongly with the organisation indicate more voluntary behaviour. Moreover, findings of this study show that when customers perceive employees to be more identified with the company, the effect of identification on citizenship behaviour becomes stronger. Implications for managers and suggestions for future research are discussed.
Key words: Customer-company identification, customer perception of employee identification, customer citizenship behaviour, Turkey, hotels.