Customers Incivility, Country-of-origin Effects on the Tourism Sector, Job Satisfaction, and Organizational Citizenship Behavior: Testing a Mediational Model

Abstract

In the recent era, the country of origin (COO) effect is crucial to measure consumer behavior in the tourism industry. The present study delves into how customer incivility affects employees' emotional exhaustion and job satisfaction levels with COO effects. It also investigates how these elements influence tourism sector employees' desire to go beyond the job responsibilities as part of organizational citizenship behavior with the origin of the local country (COO). Analyzing the received data from the tourism and hotel industries reveals that customer incivility significantly contributes to emotional exhaustion, thereby negatively affecting employees' job satisfaction and their inclination to be involved in organizational citizenship behavior with COO effects. Emotional exhaustion reduces job satisfaction and organizational citizenship behavior. The current study is confined to Pakistani tourism sector employees showing country of origin (n =287), supporting the majority of the proposed linkages. The study narrated the research consequences to examine how customer incivility, emotional exhaustion, job satisfaction, and organizational citizenship behavior are all related to country origin. The findings provide a valuable contribution to the literature on the chosen subject.