• Proceedings of the KSR Conference
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• 2011.10a
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• pp.2241-2249
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• 2011

As one of the organizational behaviors that contribute to the performance of a company, we introduce 'Service-oriented organizational citizenship behavior(SOCB)'. In this study, we focus on voluntary behaviors than a formal action specified in the job description. Since Organ(1986) proposed the concept -Organizational Citizenship Behavior: OCB-, the reason that many researchers have noted OCB has been discretionary. Our purpose in this study is as follows. First, it is systematically to construct the factors affecting SOCB as a dependent variable in this study. Second, it is to test the antecedent(service orientation) and the mediating variable(service commitment). Third, our study is an attempt to understand the relationship among the variables in overall dimensions.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.11
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• pp.67-77
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• 2021

The aim of this study is to investigate the role of employee engagement as a mediator between the High-Performance Work System and the Service-Oriented Organizational Citizenship Behavior (Service-Oriented OCB). Furthermore, work-life balance as a moderator, the impact Service-Oriented OCB on customer satisfaction will be investigated. This study employs a quantitative methodology for which questionnaires were distributed to sixty restaurants in Karachi, and a sample of 418 responses was collected for structural equation modeling analysis. Smart PLS software was used to analyze the structure model. The results show that HPWS has a positive impact on Service-Oriented OCB. It is assumed that the role of work engagement as a mediator between HPWS and Service-Oriented OCB is significant. This study found that Service-Oriented OCB has a positive impact on customer satisfaction. Work-life balance was also found to have a moderating influence. The findings confirmed the black box mechanism and the HPWS procedures in restaurants. This study suggests implementing effective HPWS practices to influence employees' work engagement, which leads to Service-Oriented OCB and employees being able to optimize their performance to influence customer satisfaction. The study contributes to the existing body of knowledge in human resource management.

• Asia Marketing Journal
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• v.18 no.2
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• pp.1-23
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• 2016

People receive support from others to solve problems that are difficult to solve on their own. During service encounters, customers also receive help from other customers. Inter-customer helping is a type of Customer Citizenship Behavior (CCB), which has become more prevalent with increased use of self-service technologies (SSTs). However, not all helps are created equal. The current research investigates the effects of the two types of help, autonomy- and dependency-oriented help during service encounters. Autonomy-oriented help refers to a partial hint to the problem, whereas dependency-oriented help refers to the full solution to the problem. Through experimental studies, we provide evidence that depending on the types of help received during service encounters, customers show different levels of satisfaction toward the firm. The results from Studies 1A and 1B show that autonomy- (vs. dependency-) oriented help leads to higher customer satisfaction. In addition, the current research demonstrates the mechanism for such effect. The results from Study 2 show that the relationship between the types of help and customer satisfaction is mediated by instrumentality and anxiety, which represent cognitive and affective paths respectively.

• Journal of Korean Society for Quality Management
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• v.46 no.3
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• pp.659-676
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• 2018

Purpose: Although emotional intelligence(EI) is seemingly related to the service-oriented citizenship behaviors(OCB) of contact employees who are directly interacting with customers, there are only a few studies examining the relationship between the two. This study attempts to provide empirical evidence for a link between EI and service-oriented OCB. In addition, when EI affects service-oriented OCB, this present study identifies which emotional labor strategy between surface acting and deep acting is to be chosen. Methods: The data of EI, service-oriented OCB, surface acting, and deep acting were collected from 142 sales employees who provided services in four large domestic department stores. Hierarchical regression analyses were performed to verify empirically the main effects between EI and service-oriented OCB and mediating effects of emotional labor strategy. Results: The results show that EI is significantly related to service-oriented OCB in the current sample. Results also indicate that the deep acting rather than surface acting reveals a mediating effect in the process of EI affecting service-oriented OCB. Conclusion: The results of this study shows that EI which has a conceptual basis for OCB, can be extended to service-oriented OCB, The results also contribute to expanding the understanding of the relationship between EI and service-oriented OCB by testing the effect of EI on service-oriented OCB through deep acting. Theoretical and practical implications are reviewed, and limitations of the study and suggestions for future research are addressed.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.3
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• pp.159-174
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• 2020

This study is an empirical study analyzing the effects of positive psychological capital on job burnout. In addition, positive psychological capital played a role in organizational citizenship behavior, and tried to verify the role of organizational citizenship behavior as a black box, or parameter, between job burnout. And then, the sub-factors of organizational citizenship behavior were divided into two: individual-oriented organizational citizenship behavior and organization-oriented organizational citizenship behavior. To this end, a questionnaire survey was conducted for members of small and medium-sized enterprises to compare and analyze the relationship between variables. Positive psychological capital is increasing interest in that it can reduce the job burnout of members and embrace the propensity of young generations represented by millennials because it can improve the effectiveness by developing positive mental states and strengths of the organization. There is a need for research as a keyword. As a result of this study, first, it was found that positive psychological capital of SME(small and medium-sized enterprises) members had a positive effect on organizational citizenship behavior. Second, positive psychological capital was found to have a significant negative effect on job burnout. Third, it was a verification of how positive psychological capital and organizational citizenship behavior affect job burnout. In the relationship between positive psychological capital and job burnout, organization-oriented organizational citizenship behavior was found to play a mediating role. However, it was found that individual-oriented organizational citizenship behaviors among the organizational citizenship behaviors are not valid. In this study, positive psychological capital and job burnout, which have been mainly studied in service workers' emotional workers(crew, nurses, counselors, etc.), nursery teachers, and social workers, were applied to SME members by using the parameters of organizational citizenship behavior. You can put that implication on things. The positive psychological capital and organizational citizenship behavior can be further enhanced through SME members' love for the company, improvement of consideration among employees and resulting organizational commitment and work performance. It could also provide momentum for sustainable management for small and medium-sized enterprises that are relatively short of capital and resources.

• Management & Information Systems Review
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• v.38 no.3
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• pp.21-34
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• 2019

It is a very important task for managers to motivate employees who work at service encounters where interaction with customers is important. The purpose of this study is to propose the trust of supervisor and supervisor's expressions as factors that can enhance or strengthen employees' prosocial behavior. Hierarchical regression analysis was used for this purpose. The results and implications are as follows. First, trust toward supervisors appeared to be a factor to improve employees'engagement. Second, job engagement has a positive effect on prosocial behavior of employees, that is, customer oriented behavior and organizational citizenship behavior. Finally, this work confirmed the moderating effect of the supervisor's gratitude expressions in the relationship between trust toward supervisor and job engagement. Research on gratitude in the marketing field is still in its infancy, and previous researches are focused on business and consumer relations. Expressing gratitude can be a natural tendency. This study suggests that gratitude expression should be introduced as part of organizational culture.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.51-65
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• 2016

The purpose of this study was to examine whether authentic leadership influenced positive psychological capital and change-oriented organizational citizenship behavior(CO-OCB) in airline service context. Moreover, this study was designed to test the mediating effect of positive psychological capital between authentic leadership and CO-OCB to provide fundamental and practical information for airline industry. A convenience sample of 390 flight attendants was surveyed and a total of 377 usable questionnaires were analyzed. Then hypotheses were tested using structural equation modelling(SEM). The results were as follows. Firstly, authentic leadership was divided into 'self-awarenese', 'relational transparency', internalized moral perspective' and 'balanced process'. Secondly, 'self-awarenese' and 'internalized moral perspective' influenced positive psychological capital. Thirdly, positive psychological capital influenced CO-OCB. Fourtjly, positive psychological capital had mediating effects partially between authentic leadership and CO-OCB.

• Journal of Digital Convergence
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• v.13 no.12
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• pp.125-134
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• 2015

Business organizations need to introduce trans-oriented response way and efficient management skill to survive in these days of severe struggle for existence. The new management models now ask organizations for building a new employee-employer relationship. As the economic recession continues and consumption shrinks around the world, many companies are in trouble. Companies will fall behind in the market unless they respond to this seamless and fast-changing business environment and market in a structured fashion. Therefore, the importance of leadership is growing bigger and bigger. This study reviewed prior literatures dealing with the servant leadership and surveyed workers in the service industry. Resultingly, it was found that servant leadership had positive effects on organizational commitment and organizational citizenship behavior, and that the superior's trust affected the effect of servant leadership on organizational commitment.