Cover Image

Customer perceived benefits and customer citizenship behaviour in Pakistan airline industry : Mediating role of relationship quality and moderating role of conspicuous consumption

Research on customer citizenship behavior has received less attention in the airline industry, and studies investigating the importance of customer citizenship behavior are lacking. This study investigates the influence of (i) relationship quality on customer citizenship behavior, and (ii) customer...

Full description

Saved in:
Bibliographic Details
Main Author: Hassan, Shahzad
Format: Thesis
Language:English
English
Published: 2024
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/11535/2/s903580_01.pdf
https://etd.uum.edu.my/11535/3/s903580_02.pdf
https://etd.uum.edu.my/11535/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.uum.etd.11535
record_format eprints
spelling my.uum.etd.115352025-02-06T03:50:00Z https://etd.uum.edu.my/11535/ Customer perceived benefits and customer citizenship behaviour in Pakistan airline industry : Mediating role of relationship quality and moderating role of conspicuous consumption Hassan, Shahzad HF5415.33 Consumer Behavior. Research on customer citizenship behavior has received less attention in the airline industry, and studies investigating the importance of customer citizenship behavior are lacking. This study investigates the influence of (i) relationship quality on customer citizenship behavior, and (ii) customer perceived benefits on relationship quality in the Pakistani airline industry. Furthermore, the mediating role of relationship quality and the moderating role of conspicuous consumption in this relationship are also examined. Data collected from 360 passengers of Pakistani airlines through systematic sampling were analyzed using partial least squares structural equation modeling (PLS-SEM) via SmartPLS 3.3. The results reveal that customer citizenship behavior in the Pakistani airline industry is determined by relationship quality and customer-perceived benefits, such as functional benefits and relational benefits. Moreover, relationship quality partially mediates the relationship between functional benefits and customer citizenship behavior while it fully mediates the relationship between relational benefits and customer citizenship behavior. Additionally, conspicuous consumption moderates the relationship between relationship quality and customer citizenship behavior. This study makes a valuable contribution to the existing knowledge by utilizing social exchange theory as the underlying framework and incorporating the theory of conspicuous consumption as a supporting theory to examine the direct impact of customer-perceived benefits, the mediating role of relationship quality, and the moderating role of conspicuous consumption in the Pakistan airline industry within a single framework. Managers and decision-makers in the airline industry should prioritize the enhancement of customer-perceived benefits by providing functional benefits and relational benefits to create a positive customer experience, foster customer loyalty, and nurture long-lasting relationships with customers. By understanding these dynamics, managers can make informed decisions to enhance customer satisfaction and loyalty, ultimately leading to business growth and success 2024 Thesis NonPeerReviewed text en https://etd.uum.edu.my/11535/2/s903580_01.pdf text en https://etd.uum.edu.my/11535/3/s903580_02.pdf Hassan, Shahzad (2024) Customer perceived benefits and customer citizenship behaviour in Pakistan airline industry : Mediating role of relationship quality and moderating role of conspicuous consumption. Doctoral thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Hassan, Shahzad
Customer perceived benefits and customer citizenship behaviour in Pakistan airline industry : Mediating role of relationship quality and moderating role of conspicuous consumption
description Research on customer citizenship behavior has received less attention in the airline industry, and studies investigating the importance of customer citizenship behavior are lacking. This study investigates the influence of (i) relationship quality on customer citizenship behavior, and (ii) customer perceived benefits on relationship quality in the Pakistani airline industry. Furthermore, the mediating role of relationship quality and the moderating role of conspicuous consumption in this relationship are also examined. Data collected from 360 passengers of Pakistani airlines through systematic sampling were analyzed using partial least squares structural equation modeling (PLS-SEM) via SmartPLS 3.3. The results reveal that customer citizenship behavior in the Pakistani airline industry is determined by relationship quality and customer-perceived benefits, such as functional benefits and relational benefits. Moreover, relationship quality partially mediates the relationship between functional benefits and customer citizenship behavior while it fully mediates the relationship between relational benefits and customer citizenship behavior. Additionally, conspicuous consumption moderates the relationship between relationship quality and customer citizenship behavior. This study makes a valuable contribution to the existing knowledge by utilizing social exchange theory as the underlying framework and incorporating the theory of conspicuous consumption as a supporting theory to examine the direct impact of customer-perceived benefits, the mediating role of relationship quality, and the moderating role of conspicuous consumption in the Pakistan airline industry within a single framework. Managers and decision-makers in the airline industry should prioritize the enhancement of customer-perceived benefits by providing functional benefits and relational benefits to create a positive customer experience, foster customer loyalty, and nurture long-lasting relationships with customers. By understanding these dynamics, managers can make informed decisions to enhance customer satisfaction and loyalty, ultimately leading to business growth and success
format Thesis
author Hassan, Shahzad
author_facet Hassan, Shahzad
author_sort Hassan, Shahzad
title Customer perceived benefits and customer citizenship behaviour in Pakistan airline industry : Mediating role of relationship quality and moderating role of conspicuous consumption
title_short Customer perceived benefits and customer citizenship behaviour in Pakistan airline industry : Mediating role of relationship quality and moderating role of conspicuous consumption
title_full Customer perceived benefits and customer citizenship behaviour in Pakistan airline industry : Mediating role of relationship quality and moderating role of conspicuous consumption
title_fullStr Customer perceived benefits and customer citizenship behaviour in Pakistan airline industry : Mediating role of relationship quality and moderating role of conspicuous consumption
title_full_unstemmed Customer perceived benefits and customer citizenship behaviour in Pakistan airline industry : Mediating role of relationship quality and moderating role of conspicuous consumption
title_sort customer perceived benefits and customer citizenship behaviour in pakistan airline industry : mediating role of relationship quality and moderating role of conspicuous consumption
publishDate 2024
url https://etd.uum.edu.my/11535/2/s903580_01.pdf
https://etd.uum.edu.my/11535/3/s903580_02.pdf
https://etd.uum.edu.my/11535/
_version_ 1823537969504452608
score 13.244413

Similar Items