Role of place satisfaction and residents’ ambassadorship behaviours (RAB) on place attachment to city and neighbourhood

Purpose This study aims to investigate how place satisfaction (SAT) and residents’ ambassadorship behaviour (RAB) are related to residents’ place attachment (PAtt). In addition, this relationship is examined at the city and the neighbourhood levels. Design/methodology/approach This study is based on a questionnaire survey of 1,160 residents from Khulna city in Bangladesh. This research model is tested using structural equation modelling. Findings The findings support the four-dimensional (place dependence, place social bonding, place identity and place affect) second-order construct of PAtt. It also highlights that RAB mediates the relationship between residents’ SAT and PAtt at the city and neighbourhood levels. Research limitations/implications Future research can investigate how RAB changes over time. In addition, the research model can be tested in multi-city and multi-country contexts. Practical implications The results from this study emphasise the need for urban planners to satisfactorily meet the needs of the residents to engender positive word-of-mouth, which can lead to greater PAtt. Originality/value This study contributes by improving the understanding of the way PAtt is influenced by SAT and RAB. Furthermore, it shows that this influence varies across city and neighbourhood levels.