The Effect of Consumer Innovation, Service Innovation and Customer Brand Identification on Customer Participation Behaviors and Customer Citizenship Behaviors

In recent years, marketing research has shifted from viewing customers as passive buyers to recognizing them as active participants in value creation, making the study of customer behaviors in this process increasingly important. This study aims to analyze the relationships among customer engagement, consumer innovativeness, organizational innovativeness, and brand identification, and how these factors influence customer participatory and citizenship behaviors. Data were collected from 384 residents of three-, four-, and five-star hotels in Isfahan, Shiraz, and Mashhad using a questionnaire. The results indicate that customer engagement, consumer innovativeness, organizational innovativeness, and brand identification from the customer’s perspective have a significant impact on customer citizenship and participation behaviors in hotels. This study demonstrates that innovativeness, customer identification, and engagement significantly enhance participation and citizenship behaviors, establishing an integrated behavioral model for the Iranian hotel industry. Hotel managers should strengthen customer identification, engagement, and innovation capabilities to effectively increase customer co-creation and supportive behaviors.