The impact of hotel brand experience on citizenship behavior of five-star hotel customers in Egypt
Ragab, F., Shabana, M., Al-Hendawy, M. (2023). The impact of hotel brand experience on citizenship behavior of five-star hotel customers in Egypt. EKB Journal Management System, 4(2), 359-387. doi: 10.21608/cfdj.2023.289010
Fatma Ahmed Mostafa Ragab; Maha Misbah Mohammed Shabana; Mohammed Abdallah Al-Hendawy. "The impact of hotel brand experience on citizenship behavior of five-star hotel customers in Egypt". EKB Journal Management System, 4, 2, 2023, 359-387. doi: 10.21608/cfdj.2023.289010
Ragab, F., Shabana, M., Al-Hendawy, M. (2023). 'The impact of hotel brand experience on citizenship behavior of five-star hotel customers in Egypt', EKB Journal Management System, 4(2), pp. 359-387. doi: 10.21608/cfdj.2023.289010
Ragab, F., Shabana, M., Al-Hendawy, M. The impact of hotel brand experience on citizenship behavior of five-star hotel customers in Egypt. EKB Journal Management System, 2023; 4(2): 359-387. doi: 10.21608/cfdj.2023.289010

The impact of hotel brand experience on citizenship behavior of five-star hotel customers in Egypt

المجلة العلمية للدراسات والبحوث المالية والتجارية
Volume 4, Issue 2 - Serial Number 1, July 2023, Page 359-387  XML PDF (1.07 MB)
Document Type: المقالة الأصلية
DOI: 10.21608/cfdj.2023.289010
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Authors
Fatma Ahmed Mostafa Ragab1; Maha Misbah Mohammed Shabana2; Mohammed Abdallah Al-Hendawy3
1Administrator of Business Administration Faculty of Commerce, Damietta University
2Lecturer of Business Administration Faculty of Commerce, Damietta University
3prof. of Business Administration Faculty of Commerce, Damietta University
Abstract
Drawing on social exchange theory (SET), this study aims to investigate the impact of hotel brand experience (HBE) on developing customer citizenship behaviors (CCBs). A total number of (500) valid questionnaires were collected using convenience sampling to test the measurement model and hypotheses using SmartPLS 4.0.8.2. The results show that hotel brand experience dimensions have a significant impact on CCB, except for hotel location. Hotel staff competence, Hotel website, and social media, guest-to-guest experience, and hotel stay affected CCB, respectively. Thus, these findings help both academics and hotel managers. For academia, the research extends the growing literature that is concerned with experience branding. Moreover, researchers are encouraged to explore other variables that impact CCB directly or indirectly by mediating other variables. For hotel managers, these results will help them when they are tailoring their branding strategies, and the result will guide them to focus their effort on critical dimensions of their hotels' experiences.
Keywords
Hotel brand experience; customer citizenship behaviors; Social Exchange Theory; experience economy; five-star; hotel hospitality management; Hotel accommodation; Staff Competency; Hotel Website; G-to-G Experience
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