Abstract

A pro-social behavior can increase an individual’s sense of entitlement and influence the person to engage in unethical behavior. However, limited studies have investigated the impact of customer citizenship behavior on customer entitlement. The objective of this study is to examine the effect of customer citizenship behavior on customer entitlement. We decomposed customer citizenship behavior into four dimensions: advocacy, feedback, helping others, and tolerance. We collected data from customers of hospitality firms. There were 263 respondents. We administered a structured questionnaire online. Structural Equation Modelling was used to analyze the data. The results show that helping other customers and advocacy have a positive effect on customer entitlement. However, the impacts of feedback and tolerance on customer entitlement were not significant. The implications of these findings are discussed in the paper.

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