The Impact of Sustainable Marketing on Customer Citizenship Behavior: The Mediating Role of Customer Engagement
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- Sustainable Marketing (SM), Customer Citizenship Behavior (CCB), Customer Engagement (CE), Eco hotel industry
Abstract
This study aims to examine a proposed model that illustrates the direct and indirect relationships between sustainable marketing (SM) and customer citizenship behavior (CCB) in the eco hotel industry. We also look at the role that SM plays in increasing customer engagement. The study’s target population consisted of Eco hotel guests. To achieve these objectives, a web-based survey was developed and given to visitors of numerous four- and five-star environmentally conscious hotels in Riyadh, Saudi Arabia. There were 403 certified environmentally friendly hotels spread across all of Saudi Arabia. Of the forms received, only 388 were deemed suitable for statistical analysis. The effect size of the predictors (F2) and the coefficient of determination (R2) were computed to evaluate the structural model’s ability to forecast .To evaluate multicollinearity, the variance inflation factor (VIF) value was looked at. Finally, the bootstrapping approach and partial least squares structural equation modelling (PLS-SEM) were used to analyze the study’s hypotheses and determine whether the results were statistically significant.The study’s conclusions show that consumer participation and citizenship behavior are positively connected with consumers’ perceptions of sustainable marketing. Additionally, the relationship between a customer’s view of social media and their citizenship behavior is mediated by customer interaction. Our results show that customer engagement somewhat mediates the relationship between SM and customer citizenship behavior, and that sustainable marketing directly affects customer engagement. Additionally, the findings support consumer engagement and sustainable marketing as outcomes of customer citizenship behavior. In order to maximize customer citizenship behaviors and increase customer engagement at eco-friendly hotels, eco-friendly hotel operators should think about applying sustainable marketing approaches, according to the study’s findings. This will increase production and profitability while also greatly enhancing the quality of services offered.
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