Organizational Citizenship Behaviour Creating Competitive Advantage in Indian Health Care Industry: The Moderating Role of HR Practices

Abstract

The present study aims to explore the role of organizational citizenship behaviour (OCB) in creating competitive advantage for Indian health care organizations through the moderating role of HR practices. OCB, also termed as the ‘good soldier syndrome’, includes prosocial behaviours such as punctuality, helping others, innovation and volunteering, and it has been found to be critical for organizational effectiveness, creating competitive advantage for firms. The role of HRM is significant in building and sustaining these organizational capabilities through network building to enhance organizational productivity. A survey was conducted among 501 respondents from 15 health care organizations in India. Validity and reliability tests with established scales of OCB, competitive advantage and HR practices were also performed. The data were analysed using structural equation modelling. The results thus obtained have indicated a positive relation between OCB and competitive advantage significantly moderated by HR practices which have a buffering effect on the relationship between OCB and competitive advantage. The empirical findings strengthen the commitment for such initiatives in addressing the challenge of seamless organizational functioning in bringing harmony amidst diversity in the present organizational scenario creating competitive advantage for firms.

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