Green human resource behaviour and customers’ consumption experience in Nigerian hospitality operations

The competitive nature befalling service organizations has necessitated a renewed focus on delivering superior customer experience that could stand to distinguish them from their rivals, driven by the realization that exceptional customer experience not only fosters customer loyalty but equally drives revenue growth and improved brand reputation. Against this backdrop, the study examines the influence of green human resource behaviour on customer consumption experience in the Nigerian hospitality operations. The study distributed 600 copies of self-report questionnaire to hotel customers through the aid of 5 hotel employees as research assistance using convenience sampling technique. From the distributed questionnaires, 568 copies were cleansed and subjected to Multiple Regression Analysis and the findings revealed that green human resource behaviour significantly influences customer consumption experience in hospitality firms. Conclusively, the study drew an inference that green human resource behaviour dimensions influence customer experience through improved brand image, increased employee engagement and positive emotional and cognitive responses. It was recommended for hospitality firms to encourage increased practices of green human resource behaviour in the form of green employee relations among their clients in order to foster positive customer experience via the interaction as it will drive customers’ behaviour and equally shape their attitudes including their loyalty, satisfaction and recommendation of products/services to other customers.