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What Is The Role Of Humble Leadership In Shaping Customer Citizenship Behavior And Employee Innovative Work Behavior? Evidence From Service Sector

Author

Listed:
  • SHAHZAD HASSAN

    (Lecturer, Noon Business School, University of Sargodha, Pakistan; PhD scholar, Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia)

  • NORAZAH MOHD SUKI

    (Professor of Marketing and E-Commerce, Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia, Malaysia)

  • MARIA AKHTAR

    (MS research scholar, University of Sargodha, Pakistan)

  • KHAN ZAMAN KHAN

    (Assistant Professor, Noon Business School, University of Sargodha, Pakistan)

  • NAVEED HASSAN

    (Lecturer, Department of Commerce, University of Gujrat, Pakistan)

Abstract

The impacts of humble leadership on employee innovative work behavior and customer citizenship behavior are investigated in this study. The impact of customer civic behavior on employee innovative work behavior was also investigated in this research. This study used a random sample of 285 employees, clients, and respective supervisors from service sector enterprises in north eastern Pakistan to collect research data. The findings demonstrate that increasing humble leadership enhances employee inventive work behavior. Furthermore, this study discovered that employee innovative work behavior is triggered by consumer citizenship behavior. This study gives a research-based overview on humble leadership and points out domain where more research could be beneficial to the service industry.

Suggested Citation

  • Shahzad Hassan & Norazah Mohd Suki & Maria Akhtar & Khan Zaman Khan & Naveed Hassan, 2022. "What Is The Role Of Humble Leadership In Shaping Customer Citizenship Behavior And Employee Innovative Work Behavior? Evidence From Service Sector," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 11(2), pages 235-243, June.
    • Handle: RePEc:rfh:bbejor:v:11:y:2022:i:2:p:235-243
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    References listed on IDEAS

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    More about this item

    Keywords

    Humble leadership; humility; customer citizenship behavior; innovation; innovative work behavior;
    All these keywords.

    JEL classification:

    • P36 - Political Economy and Comparative Economic Systems - - Socialist Institutions and Their Transitions - - - Consumer Economics; Health; Education and Training; Welfare, Income, Wealth, and Poverty
    • J60 - Labor and Demographic Economics - - Mobility, Unemployment, Vacancies, and Immigrant Workers - - - General

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