Organizational citizenship behavior¡]Smith, Organ, & Near, 1983¡^refers to discretionary behaviors that benefit the organization but are not formally rewarded or appraised. Previous research has traditionally identified employee perceptions of justice or equity, and trust with the organization as determinants¡]Motowidlo & Van Scotter, 1994; Organ & Konovsky, 1989¡^, but this conceptualization has been focused on employee¡¦s behaviors¡]Orr, Sackett, & Mercer, 1989; Podsakoff, Aheame, & Mackenzie 1997¡^. This study develops a new concept as an important variable, customer citizenship behavior(CCB), underlying logistics industry in Taiwan, to further the understanding of citizenship behaviors. It is important to study because it affects organizational performance. And, with the growing importance of Customer Relationship Management(CRM), the relationship between the business context and CCB has not been addressed. The business context is defined to include: organizational justice, trust in business teams, and satisfaction with the other customer service relationships. Hypotheses are developed linking these aspects of the business context to CCB.The main purpose of this research is to investigate the relationships between organizational justice, trust and CCB and indirect effects as the mediated variable¡¨trust¡¨between organizational justice and CCB.Those relationships could be examined through questionnaire survey method. The main findings of the empirical study are as follows¡G 1. Organizational justice holds the positive relationship toward CCB 2. Organizational justice holds the positive relationship toward Trust 3. Trust holds the positive relationship toward CCB 4. Trust holds the significant indirect effects between organizational justice and CCB 5. Personal attributes holds the significant influence toward CCB

Despite numerous research studies on the antecedents of customer citizenship behavior (CCB; activities that customers voluntarily perform to help the firm and other customers, customers' role identity transitions remain unexplored as a possible antecedent in services marketing research. Previous research in customer co-production has shown that CCB increases service quality, customer satisfaction, and customer loyalty. Therefore, understanding why some customers may perform higher levels of CCB than others is important. Using role salience theory, this dissertation contributes to the CCB literature by investigating the influence of customers' role identity transitions (i.e., gaining role identities vs. losing role identities) on CCB. Furthermore, it attempts to explain these effects by examining two mediating processes. First, increased life stress is proposed as a consequence of customers’ role identity transitions. Second, drawing from psychological stress and coping theory, it is proposed that customers employ distinct coping functions (i.e., problem-focused vs. emotion-focused coping) to reduce the effect of life stress they experienced. Lastly, this dissertation predicts that CCB is a way for customers to cope with their life stress. Using structural equation modeling, this dissertation provides support for the proposition that customers who experience role identity transitions are more likely to perform CCB than customers who do not. The results also support the proposition that customers who experience role identity transitions tend to have increased life stress and that customers who lose their role identities tend to have more life stress than those who gain role identities. Contrary to the proposition, customers were found to use emotion-focused coping rather than problem-focused coping when faced with both types of role identity transitions. As predicted, CCB is shown as a way for customers to cope with life stress resulting from role identity transitions.

Doctor of Philosophy / Department of Hospitality Management / Junehee Kwon / Festivals draw large numbers of visitors to tourist destinations and provide stakeholders with monetary and non-monetary benefits. Considering festivals’ positive influence on the host destinations and increasing competition, making festivals continuously successful is critical. However, little empirical work has been conducted that helps destination marketers and festival organizers increase festivals’ competitiveness. Thus, the purpose of this dissertation was to assess the nature of festival attendees’ experiences, and the way in which the experiences contribute to developing attendees’ voluntary behaviors that enable festivals to achieve a competitive advantage. Study 1 examined multiple dimensions of constructive authenticity and relationships among constructive authenticity, existential authenticity, and festival satisfaction. The link to the online survey was distributed by a survey research firm (Qualtrics) to potential participants who had attended at least one Renaissance Festival in the U.S. within the past 12 months. A total of 411 usable responses was collected and included in the final data analyses. The results of an exploratory factor analysis identified three underlying dimensions of constructive authenticity: performance, human, and physical environment. The proposed relationships were tested using structural equation modeling. The results indicated that existential authenticity was positively related to the human (β = .47, t = 5.20, p < .001) and physical environment (β = .43, t = 4.88, p < .001) factors but not to the performance factor. Further, existential authenticity was positively associated with festival satisfaction. Study 2 tested relationships among existential authenticity, festival satisfaction, affective commitment, and three dimensions of attendees’ customer citizenship behavior (CCB): helping others, making recommendations, and providing constructive suggestions to organizers. Responses to a self-administered questionnaire distributed by Qualtrics were collected, and 408 usable responses were used to test the research model proposed. The results showed that existential authenticity was positively related to festival satisfaction (β = .83, t = 15.65, p < .001). However, existential authenticity did not influence CCB. Festival satisfaction was not related directly to helping others, but was related positively to making recommendations (β = .36, t = 3.16, p < .01). Contrary to the prediction, festival satisfaction was associated negatively with providing constructive suggestions. Festival satisfaction was also linked positively with affective commitment (β = .66, t = 13.59, p < .001). The results underscored the positive effect of affective commitment on three dimensions of CCB: helping others (β = .67, t = 10.30, p < .001), making recommendations (β = .15, t = 2.39, p < .05), and providing constructive suggestions (β = .63, t = 9.60, p < .001). In addition, the significance of the indirect effects of existential authenticity on making recommendations via festival satisfaction, as well as festival satisfaction on helping others through affective commitment, was confirmed. The findings advance our understanding of perceived authenticity and CCB in the festival context. In addition to its contributions to the literature, destination marketers and festival organizers can benefit from the suggestions for practical applications. The study concludes with a discussion of its limitations and recommendations for future research.