- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
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.
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.