Examining cross-cultural patterns in customer citizenship behavior: A cross-cultural exploration between Turkish and British airline passengers

Customer citizenship behavior (CCB) refers to actions that provide value to companies, such as offering feedback, being patient with disruptions, and assisting other customers. This is especially important in the airline industry, where services are provided collectively in a shared environment. Recognizing that the factors influencing CCB might differ based on national culture is crucial, particularly for the international operations of the airline industry. However, the impact of national culture on shaping CCB in this industry remains unclear. Using three theoretical lenses, namely expectation confirmation theory (ECT), social exchange theory (SET), and cultural dimensions theory (CDT), this study aims to investigate how national culture affects the formation of CCB through the proposed conceptual model. To achieve this, the study gathered responses from 743 passengers—both Turkish (n = 323) and British (n = 420)—using a structured web-based questionnaire. The analysis employed partial least squares structural equation modeling (PLS-SEM) and multigroup analysis (MGA). The results indicated that factors like service quality and value for money have a positive influence on customer satisfaction. Customer satisfaction has a positive impact on behaviors such as giving feedback, advocating for the company, assisting others, and being patient with disruptions. The proposed relationships are also mediated by value for money and customer satisfaction. This study stands as the first effort to investigate how national culture moderates the formation of CCB in the context of the airline industry.