THE MEDIATING ROLE OF THE TOURISTS’ CITIZENSHIP BEHAVIOR BETWEEN THE VALUE CO-CREATION AND SATISFACTION

Abstract

The purpose of this study was to determine the mediating role ofthe tourists’ citizenship behavior between the value co-creationwith customers and customer satisfaction. The data of the studywas collected through a survey administered to the tourists whovisited Antalya and purchased the touristic products through theco-creation. Confirmatory factor analysis, structural equationmodeling analyses, and SPSS process extension analysis werecarried out on 252 valid survey data collected from the sample. Theresults of the study showed that the value co-creation withcustomers was clustered in two factors: (i) experience qualityvalue and (ii) individual value. The tourists’ citizenship behaviorconsisted of four factors: (i) advocacy behavior, (ii) tolerancebehavior, (iii) helping behavior and (iv) feedback behavior.According to another result of the study, the value co-creationwith customers had a statistically significant and positive directeffect on customer satisfaction and the dimensions constituting thecitizenship behavior of the tourists. Furthermore, it wasconcluded that the mediating effects of the advocacy and tolerancedimensions on the relationship between the value co-creation withcustomers and customer satisfaction were found to be statisticallysignificant and positive.