Determinants of customer citizenship behaviour in Pakistan aviation sector of Pakistan

There is a rising interest in aviation sector branding strategies to gain customers’ supportive behaviour and loyalty towards a brand. It is important to know how branding strategies influence customers’ loyalty, and how to appeal to them to adopt citizenship behaviour. Therefore, the aim of the st...

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Main Author:	Raza, Mohsin
Format:	Thesis
Language:	eng eng eng
Published:	2020
Subjects:	HF5001-6182 Business HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/8389/1/s902113_01.pdf https://etd.uum.edu.my/8389/2/s902113_02.pdf https://etd.uum.edu.my/8389/3/s902113%20references.docx
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id	my-uum-etd.8389
record_format	uketd_dc
spelling	my-uum-etd.83892023-04-10T01:43:49Z Determinants of customer citizenship behaviour in Pakistan aviation sector of Pakistan 2020 Raza, Mohsin Md Salleh, Salniza Shaari, Hasnizam School of Business Management School of Business Management HF5001-6182 Business HF5415.33 Consumer Behavior. There is a rising interest in aviation sector branding strategies to gain customers’ supportive behaviour and loyalty towards a brand. It is important to know how branding strategies influence customers’ loyalty, and how to appeal to them to adopt citizenship behaviour. Therefore, the aim of the study was to investigate the relationship between brand experience (BE), brand image (BI), and brand awareness with customer citizenship behaviour (CCB) with the mediation effect of brand loyalty (BL). This study assumed that brand experience (BE), brand image (BI), brand awareness and brand loyalty contribute towards the adoption of CCB. The study was based on the stimulus organism response theory (SOR) to fill the gap between branding strategies and customer citizenship behaviour. For this purpose, data was collected from 377 respondents through the systematic intercept survey at the major airports of Pakistan. The data was analysed by using the Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings of the study reveal a significant relationship between brand experience towards brand loyalty and CCB with the mediation effect of brand loyalty. Brand image also has a significant relationship between brand loyalty and CCB with the mediation effect of loyalty. Brand awareness is insignificant with brand loyalty and also with CCB with the mediation effect of loyalty. The study concludes with a discussion on its contributions, and recommendations, and provides limitations as well as suggestions for future studies. 2020 Thesis https://etd.uum.edu.my/8389/ https://etd.uum.edu.my/8389/1/s902113_01.pdf text eng public https://etd.uum.edu.my/8389/2/s902113_02.pdf text eng public https://etd.uum.edu.my/8389/3/s902113%20references.docx text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Md Salleh, Salniza Shaari, Hasnizam
topic	HF5001-6182 Business HF5415.33 Consumer Behavior.
spellingShingle	HF5001-6182 Business HF5415.33 Consumer Behavior. Raza, Mohsin Determinants of customer citizenship behaviour in Pakistan aviation sector of Pakistan
description	There is a rising interest in aviation sector branding strategies to gain customers’ supportive behaviour and loyalty towards a brand. It is important to know how branding strategies influence customers’ loyalty, and how to appeal to them to adopt citizenship behaviour. Therefore, the aim of the study was to investigate the relationship between brand experience (BE), brand image (BI), and brand awareness with customer citizenship behaviour (CCB) with the mediation effect of brand loyalty (BL). This study assumed that brand experience (BE), brand image (BI), brand awareness and brand loyalty contribute towards the adoption of CCB. The study was based on the stimulus organism response theory (SOR) to fill the gap between branding strategies and customer citizenship behaviour. For this purpose, data was collected from 377 respondents through the systematic intercept survey at the major airports of Pakistan. The data was analysed by using the Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings of the study reveal a significant relationship between brand experience towards brand loyalty and CCB with the mediation effect of brand loyalty. Brand image also has a significant relationship between brand loyalty and CCB with the mediation effect of loyalty. Brand awareness is insignificant with brand loyalty and also with CCB with the mediation effect of loyalty. The study concludes with a discussion on its contributions, and recommendations, and provides limitations as well as suggestions for future studies.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Raza, Mohsin
author_facet	Raza, Mohsin
author_sort	Raza, Mohsin
title	Determinants of customer citizenship behaviour in Pakistan aviation sector of Pakistan
title_short	Determinants of customer citizenship behaviour in Pakistan aviation sector of Pakistan
title_full	Determinants of customer citizenship behaviour in Pakistan aviation sector of Pakistan
title_fullStr	Determinants of customer citizenship behaviour in Pakistan aviation sector of Pakistan
title_full_unstemmed	Determinants of customer citizenship behaviour in Pakistan aviation sector of Pakistan
title_sort	determinants of customer citizenship behaviour in pakistan aviation sector of pakistan
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2020
url	https://etd.uum.edu.my/8389/1/s902113_01.pdf https://etd.uum.edu.my/8389/2/s902113_02.pdf https://etd.uum.edu.my/8389/3/s902113%20references.docx
_version_	1776103699553189888

Determinants of customer citizenship behaviour in Pakistan aviation sector of Pakistan

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