TY  - BOOK
AU  - Farzin,Melika
AU  - Uludağ,Orhan
TI  - ENVIRONMENTAL MARKETING STRATEGY AND CUSTOMER CITIZENSHIP BEHAVIOR IN NORTHERN CYPRUS HOTELS
PY  - 2022///
KW  - Customer loyalty
KW  - Dissertations, Academic
KW  - Cyprus, Northern
KW  - Green marketing
KW  - Hotels
N1  - Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Tourism and Hotel Management Department; Includes bibliography (sheets 46-60)
N2  - 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.
ER  -