ENVIRONMENTAL MARKETING STRATEGY AND CUSTOMER CITIZENSHIP BEHAVIOR IN NORTHERN CYPRUS HOTELS /
Farzin, Melika
ENVIRONMENTAL MARKETING STRATEGY AND CUSTOMER CITIZENSHIP BEHAVIOR IN NORTHERN CYPRUS HOTELS / THE MODERATING ROLE OF CUSTOMER GREEN ONVOLVEMENT MELIKA FARZIN; SUPERVISOR: ASSOC. PROF. DR. ORHAN ULUDAĞ - 84 sheets; 31 cm. Includes CD
Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Tourism and Hotel Management Department
Includes bibliography (sheets 46-60)
ABSTRACT
Since environmental issues associated with tourism industry have become a global
concern and nowadays consumers are sensitive towards it, marketing strategies of
tourism-related companies are shifting to more environmental-friendly approaches to
cultivate desired attributes in customers. One of these desired attributes is customer
citizenship behavior, which its link to environmental marketing strategies has scarcely
been investigated. This study has employed PLS-SEM method in order to investigate
the relationship between Environmental Marketing Strategy and Customer Citizenship
Behavior in the forms of “helping other customers” (HC) and “policing other
customers” (PC) in north Cyprus hotels. In addition, the role of Customer Green
Involvement as the moderator of aforementioned relationship have been investigated
through PLS-SEM and PLS-MGA. The findings suggest that environmental marketing
strategy is positively correlated with helping other customers but there is no significant
direct effect between environmental marketing strategy and policing other customers.
Moreover, findings imply that green involvement is a significant predictor of “both
helping other customers” and “policing other customers”. In addition, green
involvement significantly moderates (enhance) the EMS-HC and EMS-PC
relationships. Further, the theoretical and practical implications of the findings along
with the future venues for researchers have been presented.
Keywords: Customer citizenship behavior, Customer green involvement,
Environmental marketing strategy, North Cyprus hotels.
Customer loyalty--Cyprus, Northern--Dissertations, Academic
Green marketing--Cyprus, Northern--Dissertations, Academic
Hotels--Cyprus, Northern--Dissertations, Academic
ENVIRONMENTAL MARKETING STRATEGY AND CUSTOMER CITIZENSHIP BEHAVIOR IN NORTHERN CYPRUS HOTELS / THE MODERATING ROLE OF CUSTOMER GREEN ONVOLVEMENT MELIKA FARZIN; SUPERVISOR: ASSOC. PROF. DR. ORHAN ULUDAĞ - 84 sheets; 31 cm. Includes CD
Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Tourism and Hotel Management Department
Includes bibliography (sheets 46-60)
ABSTRACT
Since environmental issues associated with tourism industry have become a global
concern and nowadays consumers are sensitive towards it, marketing strategies of
tourism-related companies are shifting to more environmental-friendly approaches to
cultivate desired attributes in customers. One of these desired attributes is customer
citizenship behavior, which its link to environmental marketing strategies has scarcely
been investigated. This study has employed PLS-SEM method in order to investigate
the relationship between Environmental Marketing Strategy and Customer Citizenship
Behavior in the forms of “helping other customers” (HC) and “policing other
customers” (PC) in north Cyprus hotels. In addition, the role of Customer Green
Involvement as the moderator of aforementioned relationship have been investigated
through PLS-SEM and PLS-MGA. The findings suggest that environmental marketing
strategy is positively correlated with helping other customers but there is no significant
direct effect between environmental marketing strategy and policing other customers.
Moreover, findings imply that green involvement is a significant predictor of “both
helping other customers” and “policing other customers”. In addition, green
involvement significantly moderates (enhance) the EMS-HC and EMS-PC
relationships. Further, the theoretical and practical implications of the findings along
with the future venues for researchers have been presented.
Keywords: Customer citizenship behavior, Customer green involvement,
Environmental marketing strategy, North Cyprus hotels.
Customer loyalty--Cyprus, Northern--Dissertations, Academic
Green marketing--Cyprus, Northern--Dissertations, Academic
Hotels--Cyprus, Northern--Dissertations, Academic