Passengers as defenders: unveiling the role of customer-company identification in the trust-customer citizenship behaviour relationship within ride-hailing context
Passengers as defenders: unveiling the role of customer-company identification in the trust-customer citizenship behaviour relationship within ride-hailing context
Ride-hailing platforms such as Didi, Uber, and Lyft have changed the travel industry. Promoting the passengers' trust in platform and customer citizenship behaviour (CCB) is both challenging and important. This study employed a mixed-methods design, consisting of 21 interviews and 351 online surveys, to develop and examine the trust-CCB model in the ride-hailing context. Our findings reveal that platforms can foster passengers' trust by sending service-related signals (i.e., service quality and structure assurance) and a firm-related signal (i.e., platform reputation). Customer-company identification (CCI) mediates the relationship between passengers' trust and CCB, where passengers engage in CCB by providing recommendations, exhibiting forgiving behaviour, providing feedback, and participating in research in ride-hailing. Additionally, firm-related signals, including platform size and reputation, enhance the positive relationship between trust and CCI. These findings contribute to the body of knowledge on trust, CCB, and signaling theory, providing potential practical implications for ride-hailing platforms.
Customer citizenship behaviour, Ride-hailing, sharing economy, signaling theory, trust
Su, Linlin
56cf7586-66c9-49ad-96dd-0a16ff1ae346
Cheng, Xusen
eaa8bd72-259e-43e0-912f-eb724b132fd7
Zarifis, Alex
7622e840-ba78-4a4f-879b-6ba0f62363cc
14 November 2024
Su, Linlin
56cf7586-66c9-49ad-96dd-0a16ff1ae346
Cheng, Xusen
eaa8bd72-259e-43e0-912f-eb724b132fd7
Zarifis, Alex
7622e840-ba78-4a4f-879b-6ba0f62363cc
Su, Linlin, Cheng, Xusen and Zarifis, Alex
(2024)
Passengers as defenders: unveiling the role of customer-company identification in the trust-customer citizenship behaviour relationship within ride-hailing context.
Tourism Management, 107, [105086].
(doi:10.1016/j.tourman.2024.105086).
Abstract
Ride-hailing platforms such as Didi, Uber, and Lyft have changed the travel industry. Promoting the passengers' trust in platform and customer citizenship behaviour (CCB) is both challenging and important. This study employed a mixed-methods design, consisting of 21 interviews and 351 online surveys, to develop and examine the trust-CCB model in the ride-hailing context. Our findings reveal that platforms can foster passengers' trust by sending service-related signals (i.e., service quality and structure assurance) and a firm-related signal (i.e., platform reputation). Customer-company identification (CCI) mediates the relationship between passengers' trust and CCB, where passengers engage in CCB by providing recommendations, exhibiting forgiving behaviour, providing feedback, and participating in research in ride-hailing. Additionally, firm-related signals, including platform size and reputation, enhance the positive relationship between trust and CCI. These findings contribute to the body of knowledge on trust, CCB, and signaling theory, providing potential practical implications for ride-hailing platforms.
Text
Passengers as defenders 1-s2.0-S026151772400205X-main Alex Zarifis
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Accepted/In Press date: 6 November 2024
Published date: 14 November 2024
Keywords:
Customer citizenship behaviour, Ride-hailing, sharing economy, signaling theory, trust
Identifiers
Local EPrints ID: 496349
URI: http://eprints.soton.ac.uk/id/eprint/496349
ISSN: 0261-5177
PURE UUID: a6dd52b2-cf20-4e28-9bec-d60c1ccf09df
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Date deposited: 12 Dec 2024 17:38
Last modified: 13 Dec 2024 03:10
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Author:
Linlin Su
Author:
Xusen Cheng
Author:
Alex Zarifis
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