Participation Behavior and Customer Citizenship Behavior Toward Customer Loyalty Mediated by Customer Experience: A Study of Hotels in Sukabumi City

Authors

  • Muhamad Ikbal Universitas Muhammadiyah Sukabumi
  • Alhidayatullah Alhidayatullah Universitas Muhammadiyah Sukabumi
  • Muh. Abdul Aziz Universitas Muhammadiyah Sukabumi

DOI:

https://doi.org/10.58812/wsbm.v4i03.2973

Keywords:

Customer Participation Behavior, Customer Citizenship Behavior, Customer Experience, Customer Loyalty, Hotel Industry

Abstract

The hospitality sector in Sukabumi City has expanded steadily, yet the Room Occupancy Rate (ROR) of star-rated hotels fell from 46.82% in 2024 to 41.35% in 2025, signalling that supply growth has not been matched by stable customer loyalty. A preliminary survey of 15 guests found that an average of 84% expressed weak loyalty, while a surge of 70.66% in tourist arrivals during January-June 2025 was not followed by a corresponding rise in repeat stays, suggesting that visits remain situational rather than loyalty-driven. Grounded in Service-Dominant Logic, this study examines how customer participation behavior and customer citizenship behavior (CCB) influence customer loyalty, both directly and indirectly through customer experience as a mediating variable. A quantitative associative-causal design was applied to 133 respondents selected through purposive sampling, and data were analyzed using Structural Equation Modeling with AMOS 24. The results show that participation behavior and CCB both significantly and positively affect customer experience, with CCB exerting the stronger effect (0.591 versus 0.112). Participation behavior significantly and directly affects loyalty (0.304), whereas the direct effect of CCB on loyalty is not significant (0.075). Customer experience significantly affects loyalty (0.405) and fully mediates the CCB-loyalty relationship while partially mediating the participation-loyalty relationship. These findings imply that hotel managers in Sukabumi City should combine active participation strategies with deliberate experience design so that voluntary citizenship behavior can be effectively converted into sustainable loyalty.

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Published

2026-09-21

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Vol. 4 No. 03 (2026): West Science Business and Management

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Copyright (c) 2026 Muhamad Ikbal, Alhidayatullah Alhidayatullah, Muh. Abdul Aziz

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How to Cite

Participation Behavior and Customer Citizenship Behavior Toward Customer Loyalty Mediated by Customer Experience: A Study of Hotels in Sukabumi City (M. Ikbal, A. Alhidayatullah, & M. A. Aziz, Trans.). (2026). West Science Business and Management, 4(03), 393-409. https://doi.org/10.58812/wsbm.v4i03.2973