Abstract
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)