All Journals

Language Teaching Research Quarterly

European Journal of Studies in Management and Business

International Journal of Behavior Studies in Organizations

Studies in Educational Management

New Challenges in Accounting and Finance

Language Testing in Focus: An International Journal

Marketing and Branding Research

Individual Differences in Language Education: An International Journal 

Feedback Research in Second Language 

Management Issues in Healthcare System

Language Teacher Education Research

Artificial Intelligence Knowledge Development

<p class="MsoNormal" style="margin-bottom: .0001pt; text-align: justify;"><span style="font-size: 12pt; line-height: 115%; font-family: 'times new roman', times, serif; color: black;">In recent years, marketing research has shifted from viewing customers as passive buyers to recognizing them as active participants in value creation, making the study of customer behaviors in this process increasingly important. This study aims to analyze the relationships among customer engagement, consumer innovativeness, organizational innovativeness, and brand identification, and how these factors influence customer participatory and citizenship behaviors. Data were collected from 384 residents of three-, four-, and five-star hotels in Isfahan, Shiraz, and Mashhad using a questionnaire. The results indicate that customer engagement, consumer innovativeness, organizational innovativeness, and brand identification from the customer&rsquo;s perspective have a significant impact on customer citizenship and participation behaviors in hotels. This study demonstrates that innovativeness, customer identification, and engagement significantly enhance participation and citizenship behaviors, establishing an integrated behavioral model for the Iranian hotel industry. Hotel managers should strengthen customer identification, engagement, and innovation capabilities to effectively increase customer co-creation and supportive behaviors.</span></p>

mbr.2025.12.01.04.pdf

Original Research 

mbr.2025.12.01.04.xml

Issue

The Effect of Consumer Innovation, Service Innovation and Customer Brand Identification on Customer Participation Behaviors and Customer Citizenship Behaviors 