Service worker role in encouraging customer organizational citizenship behaviors

Bove, L. and Pervan, S. and Beatty, S. and Shiu, E.M.K. (2009) Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62 (7). pp. 698-705. ISSN 0148-2963 (http://dx.doi.org/10.1016/j.jbusres.2008.07.003)

Abstract

Assessment of the role of the individual service worker in encouraging customer organizational citizenship behaviors (customer OCBs) is the primary focus of this paper. The researchers investigate this topic empirically across three service contexts. Customer OCBs are voluntary, outside of the customer's required role for service delivery, which provide help and assistance and are conducive to effective organizational functioning. In this paper, commitment to the service worker is the strongest predictor of customer OCBs. Further, personal loyalty to the service worker serves as a partial mediator of the effects of perceived benevolence of the service worker and commitment to the service worker on customer OCBs. Finally, theoretical, managerial and future research implications are included.

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  Item type:	Article
  ID code:	9304
  Dates:	Date Event July 2009 Published
  Keywords:	organizational citizenship behaviors, service worker, trust, commitment, Marketing. Distribution of products, Marketing
  Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
  Department:	Strathclyde Business School > Marketing
  Depositing user:	Strathprints Administrator
  Date deposited:	18 Jan 2010 16:50
  Last modified:	24 Nov 2023 07:29
  URI:	https://strathprints.strath.ac.uk/id/eprint/9304