Fostering customer citizenship behavior of upscale hotels: the role of hotel atmosphere, customer experience, perceived value and staff-customer interaction

Purpose This study aims to determine the relationship between hotel atmosphere and customer citizenship behavior of upscale hotels (3, 4 and 5-star) in Cox’s Bazar, Bangladesh, with the mediating role of customer experience and perceived value. This study further examines the moderating role of staff-customer interaction in the above associations. Design/methodology/approach A total of 356 respondents’ opinions were collected conveniently using a structured questionnaire. The gathered data were analyzed using SmartPLS software. Findings The key findings are that customer experience and perceived value mediate the association between hotel atmosphere and customer citizenship behavior. Moreover, staff–customer interaction only moderates the association between customer experience and customer citizenship behavior. Practical implications This study’s findings can guide hoteliers in considering the holistic impact of the hotel atmosphere beyond mere aesthetic appeal, including its role in enhancing CCB through strategic, experiential and value-driven offerings. Originality/value This study advances comprehensive knowledge of the interrelationship between hotel atmosphere and customer citizenship behavior by exploring the mediating and moderating roles played by customer experience, perceived value and staff–customer interaction.