Browse > Article

Organizational Citizenship Behavior and Service Quality Promotion using OB Modification  

Ahn, Kwan-Young (Dept. of Business Administration, Sangji University)
Lee, Seok-Jun (Dept. of Business Administration, Sangji University)
Publication Information
Journal of the Korea Safety Management & Science / v.9, no.5, 2007 , pp. 147-156 More about this Journal
Abstract
With the radical change of business environment, all service companies' employees are forced to provide many customers with high service quality every day, and the extra role(or organizational citizenship behavior) is more imperative than other industry. The purpose of this paper is to introduce Luthans & Kreitner's Organizational Behavior Modification(OB Mod) model to improve organizational citizenship behavior and service quality. With analyzing the relationships among target behavior(service quality), antecedents(OCB), and consequences(customer satisfaction), this paper reviewed OB Mod's 5 stages; identifying, measuring, functional analysis of the behavior, development of an intervention strategy, evaluation. This model has found to be useful in finding and improving troublesome employee behaviors in USA, but not been verified in Korea. Thus it is recommended to review the difference of organizational culture and practices before introducing the model.
Keywords
Organizational Citizenship Behavior; Service Quality; OB Mod;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 문형구.김경석(2006), '조직시민행동(OCB) 연구에 대한 비판적 고찰: 한국에서의 연구를 중심으로', 경영학연구 제35권 제2호, pp. 609-643
2 유시정.김영택.양태식(2006), '리더십 유형이 임파워먼트, 직무태도, 서비스품질에 미치는 영향에 관한 연구', 서비스경영학회지 제7권 제4호, pp. 3-27
3 정선웅.신상곤(2006), '6시그마를 통한 공공서비스 품질개산 성과: 특허청의 사례 중심으로', Journal of the Korean Institue of Industrial Engineers, Vol 32, No. 4, pp. 358-368
4 한진환(2006), '리더십과 조직시민행동과의 관계에서 조직공정성의 매개효과', 산업경제연구 제19권 제2호, pp. 497-521
5 Katz, D.(1964), 'The Motivational basis of organizational behavior', Behavioral Science, vol. 9, 131-146   DOI   ScienceOn
6 Kelley, S. W., and Hoffman, D. K.(1997), 'An investigation of positive affect, prosocial behaviors, and service quality', Journal of Retailing, vol. 73(Fall), pp. 407-427   DOI   ScienceOn
7 Oliver, R.(1980), 'A Cognitive Mode of the Antecedents and Outcomes Satisfaction Decision', Journal of Marketing Research, Vol. 17, pp. 460-469   DOI   ScienceOn
8 Smith, C. A., Organ, D. W., & Near, J. P.(1983), 'Organizational Citizenship Behavior: it's nature and antecedents', Journal of Applied Psychology, vol. 68, 653-663   DOI
9 Woodside, A. G., Frey, L. L., and Dalty, R. T.(1989), 'Linking service quality, customer satisfaction and behavior intention', Journal of Health Care Marketing, Vol. 9, pp. 5-17   PUBMED
10 Davidow, W. H., and Uttal, B.(1989), Customer service: The ultimate weapon, New York: Harper & Row
11 윤만희(2000), '서비스종업원 조직시민행위의 사회교환론적 선행변수와 서비스품질에 관한 연귀: 종업원분석수준', 경영학연구 제29권 제4호, pp. 723-747
12 조용수(2004), 우리나라 서비스산업의 경쟁력제고방안, LG경제연구원
13 Schneider, B., and Bowen, D. E.(1992), 'Personnel/Human resource management in the service sector', in G. R. Feris & K. M. Rowland(eds.), Research in Personnel and Human Resources Management, vol. 10(pp. 1-30), Greenwich, CT: JAI Press
14 Cronin, J. J. Jr,. Brady, M. K., Brand, R. R., Hightower, R. Jr., and Shemwell, D. J.(1997), 'A Cross-sectional Test of the Test of the Effect and Conceptualization of Service Value', The Journal of Service Marketing, Vol. 11, No. 6, pp. 375-391   DOI   ScienceOn
15 조철호.강병서(2006), '병원 웹사이트 서비스품질이 서비스가치와 고객만족에 미치는 영향', 서비스경영학회지 제7권 제4호, pp. 83-108
16 Morrison, E. W.(1996), 'Organizational citizenship behavior as a critical link between HRM practices and service quality', Human Resource Management, vol. 35, no. 4, pp. 493-512   DOI   ScienceOn
17 Baterman, T. S., & Organ, D. W.(1983), 'Job satisfaction and the good soldier: the relationship between affect and employee citizenship', Academy of Management Journal, vol. 26, 587-595   DOI   ScienceOn
18 Cronin, Jr., J. J., and S. A. Taylor(1992), 'Measuring Service Quality: A Reexamination and Extension', Journal of Marketing, vol. 56, pp. 55-68
19 Caruana, A.(2002), 'Service loyalty: the effect of service quality and the mediating role of customer satisfaction', European Journal of Marketing, Vol. 35, No. 7-8, pp. 811-828
20 Bettencourt, L. A., and Brown, S. W.(1997), 'Contacts employees: Relationships among Workplace Faimess, Job Satisfacton and Prosocial Behaviors', Journal of Retailing, vol. 73(Spring), pp. 39-62   DOI   ScienceOn
21 안관영.곽영환(2003), '호텔종사원의 조직시민행동과 서비스품질의 관계 및 직무자율성과 피드백의 조절 효과', 서비스경영학회지 제4권 제1호, pp. 29-55
22 Graham, J. W.(1986), 'Principled organizational dissent : A theoretical essay', in B. M. Staw, & L. L. Cummings(eds.) Research in Organizational Behavior, vol. 12, Greenwich, CT. JAI Press, 1-52
23 Graham, J. W.(1991), 'An Essay on Organizational Citizenship Behavior', Employee Responsibilities and Rights Journal, vol. 4, 249-270   DOI
24 Staw, B. M., & Boettger, R. D.(1990), 'Task revision: A Neglected form of work performance', Academy of Management Journal, vol. 33, 634-559
25 김민주.정승언(1999), '호텔종업원의 태도와 성과간의 관계에 있어서 조직시민행동의 매개역할검증', 관광경영학연구 제5권, pp. 1-23
26 Luthans, F., and Kreitner, R.(1985), Organizational Behavior Modification and Beyond, Scott, Foresman, Glenview, III
27 Parasuraman, A., Zeithaml, V. A., and Berry, L. L.(1988), 'SERVQUAL : A Multi-Item Scale for Measuring Consumer Perception of Service Quality', Journal of Retailin, vol. 64, pp. 13-30
28 김민주(1998), '호텔종업원의 조직시민행동과 직무관련 태도, 인전서비스제공 수준과의 관계', 관광학연구 제22권 제2호, pp. 278-284
29 김성국(2005), 조직과 인간행동, 명경사
30 Parasuraman, A., Zeithaml, V. A., Berry, L. L.(1985), 'A conceptual model of service quality and its implications for future research', Journal of Marketing, Vol. 49   DOI   ScienceOn
31 안관영.이병직(2002), '집단주의와 성취욕구가 조직시민행동에 미치는 효과 및 성의 조절효과에 관한 연구', 경영학연구 제31권 제5호, pp. 1311-1334
32 황복주(2006), '미용 서비스 품질지작이 고객만족에 미치는 영향에 따른 미용실 서비스전략', 산업경제연구 제 19권 제1호, pp. 179-203
33 Luthans, F.(1995), Organizational Behavior(7 Ed.), McGraw-Hill Intermational Editions
34 Podsakoff, P. M., S. B. MacKenzie, and W. Bommer(1996), 'Transformational leader behaviors and substitudes for leadership as determainats of employee satisfaction, commitment, trust, and organizational citizenship behaviors,' Journal of Management, vol. 22, pp. 259-298   DOI   ScienceOn
35 Organ, D. W.(1988), Organizational Citizenship Behavior: The good soldier syndrome, Lexington, MA; Lexington Books
36 최성용.권미영(2006), '유아교육기관의 서비스품질 요인이 고객만족에 미치는 영향에 관한 연구: 유치원과 보육기관 비교분석', 품질경영학회지 제34권 제2호, pp. 48-67   과학기술학회마을
37 George, J. M., and Bettenhause, K.(1990), 'Understanding prosocial behavior, sales performance, and tumover: A gorup level analysis in a service context', Journal of Applied Psychology, vol. 75, pp. 698-709   DOI
38 이병직(1999), 교사들의 조직시민행동에 관한 연구, 상지대학교 대학원 박사학위논문
39 김경석(1995), 친조직행동 연구에 대한 비판적 고찰, 고려대학교 대학원 석사학위논문