Service worker role in encouraging customer organizational citizenship behaviors Bove, Liliana L.; Pervan, Simon J.; Beatty, Sharon E.; ...

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Bove, Liliana L. ; Pervan, Simon J. ; Beatty, Sharon E. ; Shiu, Edward
commitment; trust; Organizational citizenship behaviors
Assessment of the role of the individual service worker in encouraging customer organizational citizenship behaviors (customer OCBs) is the primary focus of this paper. The researchers investigate this topic empirically across three service contexts. Customer OCBs are voluntary, outside of the customer's required role for service delivery, which provide help and assistance and are conducive to effective organizational functioning. In this paper, commitment to the service worker is the strongest predictor of customer OCBs. Further, personal loyalty to the service worker serves as a partial mediator of the effects of perceived benevolence of the service worker and commitment to the service worker on customer OCBs. Finally, theoretical, managerial and future research implications are included.
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