Factors influencing brand citizenship behavior of hotel employees in Danang, Vietnam

• Main Authors: Trinh Le Tan, Dao Thi Dai Trang
• Format: Article
• Language: English
• Published: AfricaJournals 2020-01-01
• Series: African Journal of Hospitality, Tourism and Leisure
• Subjects: service climate; brand citizenship behavior; leadership commitment to service quality; service-oriented human resource practices
• Online Access: https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_73_9_1__2020_vietnam.pdf

This study developed a model depicting the mediating role of service climate on the relationships between leadership commitment to service quality, service-oriented human resource practices and brand citizenship behavior, taking into account the competitive intensity in the tourist hotel industry. Data was collected from a sample of 287 hotel employees in Danang. The research findings support the proposed relationships between leadership commitment to service quality and service climate, as well as that between service-oriented human resource practices and service climate. The relationship between service-oriented human resource practices and service climate is negatively moderated by the competitive intensity in the tourist hotel industry. The findings further support that service climate fully mediates the relationships between the organizational antecedents and brand citizenship behavior.