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

Abstract

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