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Service worker role in encouraging customer organizational citizenship behaviors

Author

Listed:
  • Bove, Liliana L.
  • Pervan, Simon J.
  • Beatty, Sharon E.
  • Shiu, Edward

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.

Suggested Citation

  • Bove, Liliana L. & Pervan, Simon J. & Beatty, Sharon E. & Shiu, Edward, 2009. "Service worker role in encouraging customer organizational citizenship behaviors," Journal of Business Research, Elsevier, vol. 62(7), pages 698-705, July.
  • Handle: RePEc:eee:jbrese:v:62:y:2009:i:7:p:698-705
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    References listed on IDEAS

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    1. Ofer Azar, 2005. "Who do we tip and why? An empirical investigation," Applied Economics, Taylor & Francis Journals, vol. 37(16), pages 1871-1879.
    2. Beckett-Camarata, Elizabeth Jane & Camarata, Martin R. & Barker, Randolph T., 1998. "Integrating internal and external customer relationships through relationship management: A strategic response to a changing global environment," Journal of Business Research, Elsevier, vol. 41(1), pages 71-81, January.
    3. Gruen, Thomas W., 1995. "The outcome set of relationship marketing in consumer markets," International Business Review, Elsevier, vol. 4(4), pages 447-469.
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    Citations

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    Cited by:

    1. Vie Ming Tan & Farzana Quoquab & Fauziah Sh. Ahmad & Jihad Mohammad, 2016. "Effect of Self-esteem on Customer Citizenship Behaviors among International University Branch Campus Students," International Review of Management and Marketing, Econjournals, vol. 6(3), pages 467-475.
    2. repec:spr:svcbiz:v:11:y:2017:i:4:d:10.1007_s11628-016-0325-2 is not listed on IDEAS
    3. repec:eee:joreco:v:43:y:2018:i:c:p:30-38 is not listed on IDEAS
    4. Augusto Felício, J. & Rodrigues, Ricardo, 2015. "Organizational factors and customers' motivation effect on insurance companies' performance," Journal of Business Research, Elsevier, vol. 68(7), pages 1622-1629.
    5. repec:eee:jbrese:v:88:y:2018:i:c:p:265-276 is not listed on IDEAS
    6. Revilla-Camacho, María Ángeles & Vega-Vázquez, Manuela & Cossío-Silva, Francisco José, 2015. "Customer participation and citizenship behavior effects on turnover intention," Journal of Business Research, Elsevier, vol. 68(7), pages 1607-1611.
    7. Alisa Frik & Luigi Mittone, 2016. "Factors Influencing the Perceived Websites' Privacy Trustworthiness and Users' Purchase Intentions," CEEL Working Papers 1609, Cognitive and Experimental Economics Laboratory, Department of Economics, University of Trento, Italia.
    8. repec:eee:touman:v:42:y:2014:i:c:p:88-100 is not listed on IDEAS
    9. repec:eee:joreco:v:17:y:2010:i:6:p:492-500 is not listed on IDEAS
    10. repec:gam:jsusta:v:10:y:2018:i:5:p:1423-:d:144510 is not listed on IDEAS
    11. Balaji, M.S. & Roy, Sanjit Kumar & Sadeque, Saalem, 2016. "Antecedents and consequences of university brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 3023-3032.
    12. repec:hur:ijarbs:v:7:y:2017:i:6:p:221-231 is not listed on IDEAS
    13. Bartikowski, Boris & Walsh, Gianfranco, 2011. "Investigating mediators between corporate reputation and customer citizenship behaviors," Journal of Business Research, Elsevier, vol. 64(1), pages 39-44, January.
    14. repec:taf:servic:v:37:y:2017:i:7-8:p:521-543 is not listed on IDEAS
    15. repec:eee:joreco:v:39:y:2017:i:c:p:173-181 is not listed on IDEAS
    16. Shiu, Edward & Pervan, Simon J. & Bove, Liliana L. & Beatty, Sharon E., 2011. "Reflections on discriminant validity: Reexamining the Bove et al. (2009) findings," Journal of Business Research, Elsevier, vol. 64(5), pages 497-500, May.
    17. repec:eee:touman:v:59:y:2017:i:c:p:23-35 is not listed on IDEAS
    18. repec:gam:jsusta:v:10:y:2018:i:7:p:2566-:d:159358 is not listed on IDEAS
    19. Johnson, Jennifer Wiggins & Rapp, Adam, 2010. "A more comprehensive understanding and measure of customer helping behavior," Journal of Business Research, Elsevier, vol. 63(8), pages 787-792, August.
    20. Farrell, Andrew M., 2010. "Insufficient discriminant validity: A comment on Bove, Pervan, Beatty, and Shiu (2009)," Journal of Business Research, Elsevier, vol. 63(3), pages 324-327, March.
    21. repec:eee:joreco:v:31:y:2016:i:c:p:277-286 is not listed on IDEAS
    22. Mohd Faiz Bin Mohd Yaakob & Jamal Nordin Bin Yunus, 2016. "An Evaluation of Measurement Model for Malaysian Teacher Work Competencies: The Confirmatory Factor Analysis Approach," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(11), pages 52-64, November.
    23. repec:eee:joreco:v:31:y:2016:i:c:p:287-293 is not listed on IDEAS

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