ENVIRONMENTAL MARKETING STRATEGY AND CUSTOMER CITIZENSHIP BEHAVIOR IN NORTHERN CYPRUS HOTELS / MELIKA FARZIN; SUPERVISOR: ASSOC. PROF. DR. ORHAN ULUDAĞ

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2022Tanım: 84 sheets; 31 cm. Includes CDİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Diğer başlık:
  • THE MODERATING ROLE OF CUSTOMER GREEN ONVOLVEMENT
Konu(lar): Tez notu: Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Tourism and Hotel Management Department Özet: 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.
Materyal türü: Thesis
Mevcut
Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu YL 2704 F27 2022 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Tourism and Hotel Management Department T3033
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel YL 2704 F27 2022 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Tourism and Hotel Management Department CDT3033
Toplam ayırtılanlar: 0

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.

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