An empirical examination of service-oriented organizational citizenship behavior

Abstract

Purpose – The purpose of this study is twofold. First, we explore the relationship between organizational justice and service-oriented organizational citizenship behavior (SOCB). In particular, we focus on perceived distributive and procedural justice. Second, we examine the moderating effect of the need for achievement and need for affiliation. Design/methodology/approach – The paper employed an online cross-sectional survey approach and distributed questionnaires to service employees at a large service organization. Data were analyzed with a two-step structural equation modeling technique using LISREL 8.7. Findings – Perceived procedural justice significantly predicts SOCB. Additionally, the need for affiliation positively moderates the relationship between perceived procedural justice and SOCB, whereas the need for achievement positively moderates the relationship between perceived distributive justice and SOCB. Practical implications – Results confirm the importance of establishing and implementing transparent formal organizational processes and procedures for evaluating outcomes of service employees. We recommend service organizations to communicate proactively with employees about how formal organizational systems are implemented, and provide employees with examples and cases that illustrate how performance appraisals are performed. Moreover, supervisors in service organizations need to establish and maintain high quality of social exchange relationships with employees by providing personal coaching and counseling. Furthermore, service organizations need to establish a positive and friendly performance appraisal environment and offer trainings on how to satisfy unpredictable customer demand to employees. Originality/value – Given the growth of commercial services in the USA and the limited existing knowledge on SOCB, this study provides scholars and practitioner with suggestions and recommendations on how SOCB can be encouraged in service settings.

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