Bridging Service Employees’ Perceptions of CSR and Organizational Citizenship Behavior: The Moderated Mediation Effects of Personal Traits

Abstract

This study aims to examine how service employees’ perceptions of corporate social responsibility (CSR) affect their organizational citizenship behavior (OCB) at work and its mediated link through organizational identification. Another important purpose of this study is to see whether personal traits such as gender, age, and work experience moderate the relationship between the CSR perceptions of service employees and organizational identification. Using a sample of 250 frontline service employees at four five-star hotels in South Korea and employing a mediation model by way of structural equation modeling, we estimated the moderating effect of three personal traits - gender, age, and work experience - on the relationship between CSR perceptions of service employees and organizational identification. The CSR perceptions of service employees increase their organizational identification, which ultimately increases OCB. Moreover, organizational identification partially mediates the relationship between the CSR perceptions of service employees and OCB. Furthermore, the results of our study show that the positive relationship between the CSR perceptions of service employees and organizational identification are moderated by gender, age and work experience. Our study extends research in both the CSR and the OCB literature since we attempt to bridge the macro concept of CSR with the micro concept of OCB.