Submit Manuscript

Journal of Applied Sciences

Year: 2016 | Volume: 16 | Issue: 1 | Page No.: 18-24
Research Article

Service-Oriented Organizational Citizenship Behavior, Perceived Service Quality and Customer Satisfaction in Hospitality Industry

Po-Hsuan Wu
Department of Baking Technology and Management, Tatung Institute of Technology, Taiwan
Jui-Fan Liao
Department of Business Management and Design, Tatung Institute of Technology, Taiwan
This study aims to identify the factors that contribute to service-oriented organizational citizenship behavior, perceived service quality and customer satisfaction in hospitality industry. The author proposes a model to examine the relationships among service-oriented organizational citizenship behavior, perceived service quality and customer satisfaction. From the results, the major findings of this study are as the following; Firstly, service-oriented organizational citizenship behavior and perceived service quality, relate positively to customer satisfaction. Secondly, service-oriented organizational citizenship behavior has a positive effect on perceived service quality. Thus, the findings provide managers in hospitality industry with valuable insights that firms can increase their competitive advantage through enhancing customers’ perceived service quality and satisfaction.
PDF Fulltext XML References Citation

Leave a Comment

Your email address will not be published. Required fields are marked *

Article Trend

Total views 5124

References

  1. Babin, B.J. and M. Griffin, 1998. The nature of satisfaction: An updated examination and analysis. J. Bus. Res., 41: 127-136.
    CrossRefDirect Link
  2. Bettencourt, L.A. and S.W. Brown, 1997. Contact employees: Relationships among workplace fairness, job satisfaction and prosocial service behaviors. J. Retail., 73: 39-61.
    CrossRefDirect Link
  3. Bettencourt, L.A., K.P. Gwinner and M.L. Meuter, 2001. A comparison of attitude, personality and knowledge predictors of service-oriented organizational citizenship behaviors. J. Applied Psychol., 86: 29-41.
    CrossRefDirect Link
  4. Bienstock, C.C., C.W. DeMoranville and R.K. Smith, 2003. Organizational citizenship behavior and service quality. J. Serv. Market., 17: 357-378.
    CrossRefDirect Link
  5. Bienstock, C.C. and C.W. Demoranvillez, 2006. Using manager reports of employee behavior to investigate the relationship between organizational citizenship behaviors and customers' perceptions of service quality. Serv. Market. Quart., 28: 103-118.
    CrossRefDirect Link
  6. Chang, K. and P. Chelladurai, 2003. System-based quality dimensions in fitness services: Development of the scale of quality. Serv. Ind. J., 23: 65-82.
    CrossRefDirect Link
  7. Chou, C.K., P.H. Wu and C.Y. Huang, 2014. Service climate, service convenience, service quality and behavioral intentions in chain store restaurants. Int. J. Organ. Innov., 7: 161-170.
    Direct Link
  8. Cronin, Jr. J.J. and S.A. Taylor, 1992. Measuring service quality: A reexamination and extension. J. Market., 56: 55-68.
    CrossRefDirect Link
  9. Daskalopoulou, I. and A. Petrou, 2005. Service quality and store performance: Some evidence from Greece. Managing Serv. Qual. Int. J., 15: 24-40.
    CrossRefDirect Link
  10. Dietz, J., S.D. Pugh and J.W. Wiley, 2004. Service climate effects on customer attitudes: An examination of boundary conditions. Acad. Manage. J., 47: 81-92.
    CrossRefDirect Link
  11. Kao, F.H., B.S. Cheng, C.C. Kuo and M.P. Huang, 2014. Stressors, withdrawal and sabotage in frontline employees: The moderating effects of caring and service climates. J. Occup. Organiz. Psychol., 87: 755-780.
    CrossRefDirect Link
  12. Olorunniwo, F., M.K. Hsu and G.J. Udo, 2006. Service quality, customer satisfaction and behavioral intentions in the service factory. J. Serv. Market., 20: 59-72.
    CrossRefDirect Link
  13. Van Dyne, L., J.W. Graham and R.M. Dienesch, 1994. Organizational citizenship behavior: Construct redefinition, measurement and validation. Acad. Manage. J., 37: 765-802.
    Direct Link
  14. Gomez, M.I., E.W. McLaughlin and D.R. Wittink, 2004. Customer satisfaction and retail sales performance: An empirical investigation. J. Retail., 80: 265-278.
    CrossRefDirect Link
  15. Groenroos, C., 1983. Innovative Marketing Strategies and Organization Structure for Service Firms. In: Emerging Perspectives on Services Marketing, Berry, L., L. Shostack and G. Upah (Eds.). American Marketing Association, Chicago.
  16. Gronroos, C., 1984. A service quality model and its marketing implications. Eur. J. Market., 18: 36-44.
    CrossRefDirect Link
  17. Hair, Jr., J.F., W.C. Black, B.J. Babin and R.E. Anderson, 2010. Multivariate Data Analysis. 7th Edn., Prentice Hall, Upper Saddle River, NJ., ISBN-13: 9780138132637, Pages: 785.
  18. Lee, H., Y. Lee and D. Yoo, 2000. The determinants of perceived service quality and its relationship with satisfaction. J. Serv. Market., 14: 217-231.
    CrossRefDirect Link
  19. Hennig-Thurau, T., K.P. Gwinner and D.D. Gremier, 2002. Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. J. Serv. Res., 4: 230-247.
    CrossRefDirect Link
  20. De Jong, A., K. de Ruyter and J. Lemmink, 2004. Antecedents and consequences of the service climate in boundary-spanning self-managing service teams. J. Market., 68: 18-35.
    CrossRefDirect Link
  21. De Jong, A., K. de Ruyter and J. Lemmink, 2005. Service climate in self-managing teams: Mapping the linkage of team member perceptions and service performance outcomes in a business-to-business setting. J. Manage. Stud., 42: 1593-1620.
    CrossRefDirect Link
  22. Lewis, R.C. and B.H. Booms, 1983. The Marketing Aspects of Service Quality. In: Emerging Perspectives on Service Marketing, Berry, L., G. Shostack and G. Upah (Eds.). American Marketing, Chicago, IL., pp: 99-107.
  23. Lewis, B.R. and G.O.S. Gabrielsen, 1998. Intra-organisational aspects of service quality management: The employees' perspective. Serv. Ind. J., 18: 64-89.
    CrossRefDirect Link
  24. Liao, H. and A. Chuang, 2004. A multilevel investigation of factors influencing employee service performance and customer outcomes. Acad. Manage. J., 47: 41-58.
    CrossRefDirect Link
  25. Mullins, R.R., M. Ahearne, S.K. Lam, Z.R. Hall and J.P. Boichuk, 2014. Know your customer: How salesperson perceptions of customer relationship quality form and influence account profitability. J. Market., 78: 38-58.
    CrossRefDirect Link
  26. Ofir, C. and I. Simonson, 2007. The effect of stating expectations on customer satisfaction and shopping experience. J. Market. Res., 44: 164-174.
    CrossRefDirect Link
  27. O'Neill, M. and A. Palmer, 2003. An exploratory study of the effects of experience on consumer perceptions of the service quality construct. Manag. Serv. Q., 13: 187-196.
    CrossRefDirect Link
  28. Organ, D.W., 1988. Organizational Citizenship Behavior: The Good Soldier Syndrome. Lexington Books, Lexington, MA., USA., ISBN-13: 9780669117882, Pages: 132.
  29. Organ, D.W., P.M. Podsakoff and S.B. MacKenzie, 2006. Organizational Citizenship Behavior: Its Nature, Antecedents and Consequences. SAGE Publications Inc., California, USA., ISBN-13: 978-0761929963, Pages: 360.
  30. Parasuraman, A., V.A. Zeithaml and L.L. Berry, 1985. A conceptual model of service quality and its implications for future research. J. Market., 49: 41-50.
    CrossRefDirect Link
  31. Parasuraman, A., V.A. Zeithaml and L.L. Berry, 1988. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. J. Retail., 64: 12-40.
    Direct Link
  32. Paulin, M., R.J. Ferguson and J. Bergeron, 2006. Service climate and organizational commitment: The importance of customer linkages. J. Bus. Res., 59: 906-915.
    CrossRefDirect Link
  33. Podsakoff, P.M. and S.B. MacKenzie, 1997. Impact of organizational citizenship behavior on organizational performance: A review and suggestion for future research. Hum. Performance, 10: 133-151.
    CrossRefDirect Link
  34. Robinson, J.P. and P.R. Shaver, 1973. Measures of social psychological attitudes. Institute for Social Research, University of Michigan, Ann Arbor, MI., USA.
  35. Ryan, A.M. and R.E. Ployhart, 2003. Customer Service Behavior. In: Handbook of Psychology, Borman, W., R. Klimoski, D. Ilgen and I.B. Weiner (Eds.). John Wiley and Sons, New York, USA., pp: 377-397.
  36. Salanova, M., S. Agut and J.M. Peiro, 2005. Linking organizational resources and work engagement to employee performance and customer loyalty: The mediation of service climate. J. Applied Psychol., 90: 1217-1227.
    CrossRefPubMedDirect Link
  37. Schneider, B., 1990. The Climate for Service: An Application of the Climate Construct. In: Organisational Climate and Culture, Schneider, B. (Ed.). Jossey-Bass, San Franscisco, CA., USA., pp: 383-412.
  38. Schneider, B., E.G. Godfrey, S.C. Hayes, M. Huang and B.C. Lim et al., 2003. The human side of strategy: Employee experiences of strategic alignment in a service organization. Organiz. Dyn., 32: 122-141.
    CrossRefDirect Link
  39. Schneider, B., M.G. Ehrhart, D.M. Mayer, J.L. Saltz and K. Niles-Jolly, 2005. Understanding organization-customer links in service settings. Acad. Manage. J., 48: 1017-1032.
    CrossRefDirect Link
  40. Spreng, R.A. and R.D. Mackoy, 1996. An empirical examination of a model of perceived service quality and satisfaction. J. Retail., 72: 201-214.
    CrossRefDirect Link
  41. Smith, C.A., D.W. Organ and J.P. Near, 1983. Organizational citizenship behavior: Its nature and antecedents. J. Applied Psychol., 68: 653-663.
    CrossRefDirect Link
  42. Sureshchandar, G.S., C. Rajendran and R.N. Anantharaman, 2002. The relationship between service quality and customer satisfaction-a factor specific approach. J. Serv. Market., 16: 363-379.
    CrossRefDirect Link
  43. Tam, J.L.M., 2004. Customer satisfaction, service quality and perceived value: An integrative model. J. Market. Manage., 20: 897-917.
    CrossRefDirect Link
  44. Towler, A., D.V. Lezotte and M.J. Burke, 2011. The service climate-firm performance chain: The role of customer retention. Hum. Resour. Manage., 50: 391-406.
    CrossRefDirect Link
  45. Wu, C.C. and N.T. Liu, 2014. Perceived organizational support, organizational commitment and service-oriented organizational citizenship behaviors. Int. J. Bus. Inform., 9: 61-88.
    Direct Link
  46. Yagil, D. and I. Gal, 2002. The role of organizational service climate in generating control and empowerment among workers and customers. J. Retail. Consum. Serv., 9: 215-226.
    CrossRefDirect Link
  47. Zeithaml, V.A., L.L. Berry and A. Parasuraman, 1988. Communication and control processes in the delivery of service quality. J. Market., 52: 35-48.
    CrossRefDirect Link
  48. Zeithaml, V.A., L.L. Berry and A. Parasuraman, 1996. The behavioral consequences of service quality. J. Market., 60: 31-46.
    CrossRefDirect Link

Keywords