Organisational citizenship and the morning after - a case of an acquisition of a local hotel chain by a global brand

Abstract: The hospitality industry has recent years seen a growing trend of acquiring brand portfolios through strategic investments by global and local investment companies to increase brand reach. The challenges associated with post acquisition integration remain consistently high and can consequently impact negatively on the organisation’s performance. This study sought to determine the influence of organisational support, brand satisfaction, and brand trust on the organisational citizenship among the local hotel employees following an acquisition by a global hotel brand. The study employed a quantitative design involving a survey in which questionnaires were administered to a sample of 350 hotel employees. A probability sampling employing simple probability sampling methods was used. Confirmatory factor analysis and structural equation modelling were employed to assess the psychometric properties of the measurement scale and to test hypotheses using the path modelling technique. The study found that organisational support was found to have a strong positive and significant linear relationship with brand satisfaction and brand trust. The study also found that both brand satisfaction and brand trust each have a weak positive influence on organisational citizenship. Finally, the study found that organisational support has a moderate positive influence on organisational citizenship. The study has hopefully shed some light in demonstrating the relationship between organisational support, brand satisfaction, brand trust, and organisational citizenship in a postacquisition situation

Organisational citizenship and the post-acquisition of a global hotel brand

Abstract : The purpose of this study was to examine the power of organisational support, brand satisfaction and brand trust on the organisational citizenship for employees in the post-acquisition integration of a global hotel brand. This was conducted through theoretical and empirical objectives. The development of a conceptual model framework paved the way for the postulation of five hypotheses. To put the proposed research model and hypotheses to the test, data was collected in South Africa, in particular, a hotel group that was newly acquired, with hotels spreading through sub- Saharan Africa. This study used quantitative research methodology. A data collection tool was used to be able to measure data on a scale with a numerical value that was then subdivided into the various elements of the surveying measuring instrument. Descriptive statistics was used to measure and determine the strength of the relationship between the dependent variables and the independent variables to test the developed hypotheses in question. The total usable sample size was 235. As consequence, the findings of this research indicate that organisational support can have a strong influence on brand trust and brand satisfaction but only indicates that organisational citizenship is influenced by organisational support via brand satisfaction and not directly, nor via brand trust. Managerial implications of this research are discussed with limitations and future research advised. This research contributes new knowledge to the body of strategic management literature in Africa.M.Com. (Strategic Management