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This study examines the mediating role of Customer Relationship Marketing (CRM) in the influence of consumer xenocentrism and Country-Of-Origin Perception (COOP) on switching barriers in the context of five-star hotels in Bali. A total of 140 hotel guests were surveyed using a quantitative approach, and the data were analyzed using Structural Equation Modeling (SEM-AMOS). The results indicate that consumer xenocentrism and COOP significantly affect CRM; however, the mediating effect of CRM on switching barriers is positive but not statistically significant. These findings challenge conventional CRM perspectives that relational strategies alone are sufficient to enhance customer retention. Instead, foreign brand prestige and origin-based superiority exert a stronger influence on switching resistance formation than relational efforts managed by domestic hotels. Theoretically, this study extends Service-Dominant Logic (SDL) by introducing xenocentrism and COOP as boundary conditions that may weaken CRM effectiveness in luxury hospitality markets. Practically, domestic hotels need to shift CRM strategies from transactional incentives to cultural value differentiation supported by technology-enabled service innovation. This study contributes by offering empirical evidence on CRM limitations in emerging tourism markets and by providing strategic insights to strengthen the competitive advantage of domestic luxury hotels competing against global hotel brands in Bali.

mbrq.2025.36.01.pdf

Original Research 

mbrq.2025.36.01.xml

Xenocentrism, Country-of-Origin Perception, and Switching Barriers: A CRM-Based Consumer Behavior Perspective in Five-Star Hotels in Bali

This study examines the influence of professionalism and workload on the performance of village secretariat staff in Sikka Regency, East Nusa Tenggara, Indonesia. It also explores the moderating role of organizational citizenship behaviour (OCB) in these relationships. Using a quantitative research approach, data were collected from 230 respondents through structured questionnaires. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed for data analysis. The results show that professionalism has a significant positive effect on performance. Workload has a significant negative effect on performance. OCB also has a significant positive effect on performance. In addition, OCB positively moderates the effect of workload on performance, acting as a buffer against the negative impact of high job demands. Conversely, OCB negatively moderates the relationship between professionalism and performance, indicating a diminishing return when both variables are high. The findings support the Job Demands&ndash;Resources (JD-R) Theory and contribute to understanding performance dynamics in decentralized village governance. Practical implications include the need to improve staff professionalism, manage workload effectively, and foster a collaborative work environment that encourages OCB.

mbrq.2025.34.02.pdf

mbrq.2025.34.02.xml

Professionalism and Workload on Performance:  OCB as a Moderator

<span style="font-size: 9.0pt; line-height: 115%; font-family: 'Times New Roman',serif; mso-fareast-font-family: Calibri; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: FA; mso-bidi-font-weight: bold;">The purpose of this study is to investigate repurchase intention among Oppo smartphone users. The aim of the findings is to reveal the extent to which store atmosphere, gift promotions, and proactive interaction marketing directly and indirectly, through the mediation of hedonic value, impact the repurchase intention of Oppo smartphone users. The study employed accidental sampling, with a sample size of 201 respondents who met the criteria of having purchased an Oppo smartphone from a brand-affiliated outlet, used the device for at least six months, and were at least 15 years old. The data was analyzed using Structural Equation Modeling (SEM). The results indicated that gift promotion and store atmosphere significantly influenced both hedonic value and repurchase intention, while proactive interaction marketing did not significantly impact either variable. Additionally, hedonic value mediated the effects of store atmosphere and gift promotion on repurchase intention but not for proactive interaction marketing.

mbrq.2024.31.04.pdf

mbrq.2024.31.04.xml

The Power of Atmosphere, Gifts, and Interaction: Exploring Hedonic Value's Mediation in Repurchase Intention for Oppo Smartphones