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Motivation of travel agents' customer service behavior and organizational citizenship behavior: The role of leader-member exchange and internal marketing orientation

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  • Chow, Cheris W.C.
  • Lai, Jennifer Y.M.
  • Loi, Raymond

Abstract

Travel agents' customer service behavior (CSB) and organizational citizenship behavior (OCB) are pivotal to the success of a retail travel agency. According to social exchange theory, these behaviors can be motivated by leader–member exchange (LMX, exchange between travel agents and their supervisors) and internal marketing orientation (IMO, exchange between travel agents and their organizations). In addition, the two exchange relationships are interdependent. Data from a two-phase survey of 288 travel agents working in Hong Kong were analyzed through hierarchical linear modeling. The findings indicate that leader-member exchange is positively associated with travel agents' organizational citizenship behavior, whereas internal marketing orientation is positively associated with travel agents' customer service behavior only when leader-member exchange is low. Moreover, the quality of one exchange relationship affects the salience of the other relationship. The manuscript concludes with implications for theory and practice.

Suggested Citation

  • Chow, Cheris W.C. & Lai, Jennifer Y.M. & Loi, Raymond, 2015. "Motivation of travel agents' customer service behavior and organizational citizenship behavior: The role of leader-member exchange and internal marketing orientation," Tourism Management, Elsevier, vol. 48(C), pages 362-369.
    • Handle: RePEc:eee:touman:v:48:y:2015:i:c:p:362-369
    DOI: 10.1016/j.tourman.2014.12.008
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    References listed on IDEAS

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    1. Raymond Loi & Yina Mao & Hang-yue Ngo, 2009. "Linking Leader-Member Exchange and Employee Work Outcomes: The Mediating Role of Organizational Social and Economic Exchange," Management and Organization Review, The International Association for Chinese Management Research, vol. 5(3), pages 401-422, November.
    2. Kristopher J. Preacher & Patrick J. Curran & Daniel J. Bauer, 2006. "Computational Tools for Probing Interactions in Multiple Linear Regression, Multilevel Modeling, and Latent Curve Analysis," Journal of Educational and Behavioral Statistics, , vol. 31(4), pages 437-448, December.
    3. Yoon, Mahn Hee & Suh, Jaebeom, 2003. "Organizational citizenship behaviors and service quality as external effectiveness of contact employees," Journal of Business Research, Elsevier, vol. 56(8), pages 597-611, August.
    4. Loi, Raymond & Mao, Yina & Ngo, Hang-yue, 2009. "Linking Leader-Member Exchange and Employee Work Outcomes: The Mediating Role of Organizational Social and Economic Exchange," Management and Organization Review, Cambridge University Press, vol. 5(3), pages 401-422, November.
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    Cited by:

    1. Buckley, R. & Mossaz, A.C., 2016. "Decision making by specialist luxury travel agents," Tourism Management, Elsevier, vol. 55(C), pages 133-138.
    2. Taegoo Terry Kim & Osman M. Karatepe & Gyehee Lee & Choong-Ki Lee, 2017. "Leader political skill and casino dealer morale: the mediating role of follower perceptions of leader–member exchange," Service Business, Springer;Pan-Pacific Business Association, vol. 11(3), pages 665-692, September.
    3. Soheila Raeisi & Meng Lingjie & Nur Suhaili Binti Ramli, 2019. "A Hierarchical Model of Mediation Effect of Motivation (MO) between Internal Marketing (IM) and Service Innovation (SI)," Administrative Sciences, MDPI, vol. 9(4), pages 1-26, November.
    4. Loan Pham Thi Phuong & Young-joo Ahn, 2021. "Service Climate and Empowerment for Customer Service Quality among Vietnamese Employees at Restaurants," Sustainability, MDPI, vol. 13(3), pages 1-14, January.
    5. Chien Mu Yeh, 2019. "The relationship between tourism involvement, organizational commitment and organizational citizenship behaviors in the hotel industry," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 25(1), pages 75-93, May.
    6. Marcela-Sefora Nemteanu & Dan-Cristian Dabija, 2021. "The Influence of Internal Marketing and Job Satisfaction on Task Performance and Counterproductive Work Behavior in an Emerging Market during the COVID-19 Pandemic," IJERPH, MDPI, vol. 18(7), pages 1-16, April.

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