Examining the impact of Minsu service attributes on Generation Z customers’ psychological ownership and citizenship behavior

This chapter examines the impact of Minsu service attributes on psychological ownership (PO) and citizenship behavior, focusing on Chinese Generation Z customers. Minsu – a “homestay” or “guesthouse” – is an important part of the hospitality sector and has gained widespread popularity among young people. Findings reveal that Minsu service attributes, including personalization, usability, and quality, have a positive impact on PO, while energy efficiency, for example, does not significantly influence PO. Generation Z customers’ PO positively affects their citizenship behavior. Furthermore, PO mediates the impacts of personalization, quality, and usability on citizenship behavior, whereas it does not significantly mediate the association between energy efficiency and citizenship behavior. The chapter contributes to academic knowledge of PO in Minsu settings and offers practical insights for operators to foster citizenship behavior in Generation Z customers.