Using social exchange perspective to explain customer voluntary performance behavior

ABSTRACTThis study examines the relationship between relationship quality (customer satisfaction, trust, and commitment) and customer voluntary performance behaviors (CVPB) (loyalty, cooperation, and participation) in the context of hotel service. A total of 1000 questionnaires were distributed to the lodging guests who stayed in hotels, yielding 508 valid responses. The study finds customer commitment is superordinate to satisfaction and trust for CVPB, thus providing insight into how hotel practitioners generate customer commitment and motivate lodging guests to display voluntary behaviors. The empirical findings both complement and extend previous research on hotel management. First, results of the study highlight the role of satisfaction on trust and commitment. Second, this study indicates that customer commitment plays a more important role than customer satisfaction and trust in predicting customers’ willingness for displaying overall CVPB (i.e. loyalty, cooperation, and participation).