دانلود رایگان مقاله انگلیسی ارزیابی مشتریان از رفتارهای شهروندی سازمانی خدماتی: اختلافات رسمی و جمعی - الزویر 2018

عنوان فارسی
ارزیابی مشتریان از رفتارهای شهروندی سازمانی خدماتی: اختلافات رسمی و جمعی
عنوان انگلیسی
Customer evaluations of service-oriented organizational citizenship behaviors: Agentic and communal differences
صفحات مقاله فارسی
0
صفحات مقاله انگلیسی
10
سال انتشار
2018
نشریه
الزویر - Elsevier
فرمت مقاله انگلیسی
PDF
کد محصول
E7354
رشته های مرتبط با این مقاله
مدیریت
گرایش های مرتبط با این مقاله
مدیریت منابع انسانی و مدیریت عملکرد
مجله
مجله بین المللی مدیریت مهمانداری - International Journal of Hospitality Management
دانشگاه
Conrad N. Hilton College of Hotel and Restaurant Management - University of Houston - University Drive - USA
کلمات کلیدی
خدمات محور، رفتار شهروندی سازمانی، خدمات اضافی، کلیشه های جنسیتی، واکنش مشتری
چکیده

ABSTRACT


Research shows that service-oriented organizational citizenship behavior (OCB) influences customer attitudes. In a series of two experiments, the interaction between customer gender and the type of service-oriented OCB (communal or agentic) performed by a female (Study 1) or male (Study 2) service employee was examined using a sample of hospitality recruiters. Study 1 showed that both male and female customers rated the female employee performing the agentic OCB equally, but female customers rated the female employee performing the communal OCB higher than male customers. The results from Study 1 did not emerge for the male employee in Study 2. These results suggest that the interaction effect between the service-oriented OCB type and customer gender only influences customer reactions for female employees, but not for male employees. The results show that the evaluation of service-oriented OCB is particularly susceptible to the influence of gender-role stereotypes.

بحث

9. General discussion


9.1. Theoretical implications


Although OCB is often conceptually grounded within social exchange theory (Bettencourt et al., 2005; Nielsen et al., 2009) to understand why employees engage in OCB, the current study draws from social role theory (Eagly and Wood, 2011) to help clarify how customers react to service-oriented OCB tied to gender-roles stereotypes. Specifically, the current study argued that the effect of service-oriented OCB on customer reactions might depend on what type of service-oriented OCB is performed and on the customer's gender. Study 1 showed that the type of service-oriented OCB performed by a female employee interacts with the customer’s gender. Although both male and female customers recognized the agentic OCB, female customers were found to significantly rate the communal OCB higher (i.e., positive behavioral intentions and customer evaluations of service employee performance) than male customers. In Study 2, the male and female customers had equal evaluations for the male employee performing both service-oriented OCB. Taken together, Study 1 and 2 showed that the interaction effect between the service-oriented OCB type (communal versus agentic) and customer gender only influences customer reactions for female employees, but not for male employees.


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