Customers incivility, country-of-origin effects on the tourism sector, job satisfaction, and organizational citizenship behavior: testing a mediational model

In the recent era, the country of origin effect is crucial to measuring consumer behavior in the tourism industry. The present study delves into how customer incivility affects employees' emotional exhaustion and job satisfaction levels. It also investigates how these elements influence tourism sector employees' desire to go beyond their job responsibilities as part of organizational citizenship behavior. Analyzing data from the tourism and hotel industry 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. Emotional exhaustion reduces job satisfaction and organizational citizenship behavior. The current study is confined to Pakistani tourism sector employees (n =287), supporting most 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.