Using social exchange perspective to explain customer voluntary performance behavior

ABSTRACT

This study examines the relationship between relationship quality (customer satisfaction, trust, and commitment) and customer voluntary performance behaviors (CVPB) (loyalty, cooperation, and participation) in the context of hotel service. A total of 1000 questionnaires were distributed to the lodging guests who stayed in hotels, yielding 508 valid responses. The study finds customer commitment is superordinate to satisfaction and trust for CVPB, thus providing insight into how hotel practitioners generate customer commitment and motivate lodging guests to display voluntary behaviors. The empirical findings both complement and extend previous research on hotel management. First, results of the study highlight the role of satisfaction on trust and commitment. Second, this study indicates that customer commitment plays a more important role than customer satisfaction and trust in predicting customers’ willingness for displaying overall CVPB (i.e. loyalty, cooperation, and participation).

摘要

本研究檢驗住宿業情境中關係品質 (顧客滿意度、信任以及承諾) 與顧客自發性表現行為 (忠誠、合作以及參與) 之間的關係。總計發放1000份問卷給在旅館住宿的房客，有效問卷為508份。本研究發現顧客承諾比滿意度與信任對於顧客自發性表現行為具有更重要的影響。因此，本研究結果能提供旅館經營業者針對如何形成顧客承諾與激勵住宿客人表現出自發行為具有更深入的瞭解。實證發現能補充並延伸過去的旅館管理研究。第一，本研究的結果彰顯出滿意度對於信任與承諾所扮演的角色。第二，本研究指出對於預測顧客所展現出的整體顧客自發性表現行為 (即忠誠、合作以及參與) 意願，顧客承諾比顧客滿意度與信任，扮演更重要的角色。

KEYWORDS:

• Social exchange
• relationship quality
• customer satisfaction
• trust
• commitment
• customer voluntary performance behaviors

關鍵詞:

• 社會交換
• 關係品質
• 顧客滿意度
• 信任
• 承諾
• 顧客自發性表現行為

Acknowledgements

The authors would like to thank editor Dr Levent Altinay and anonymous reviewers for their valuable comments and suggestions.

Disclosure statement

No potential conflict of interest was reported by the authors.