Job standardization and service quality: The mediating role of prosocial service behaviors

Abstract

Service quality has been recognized as a major topic in the tourism and hospitality industry. Although previous literature has examined the relationship between job standardization and service quality, the mechanism underlying this relationship remains a black box. The purpose of this study is to examine the relationship between job standardization and service quality, and to clarify the role of prosocial service behaviors. Survey data from 336 customer-contact employees and 404 customers in Taiwan indicate that job standardization positively affects role-prescribed service behavior and extra-role service behavior of customer-contact employees, in addition to the service-quality perception of their customers. Extra-role service behavior also positively affects service quality. By contrast, the effect of role-prescribed service behavior on service quality is not significant. In addition, prosocial service behaviors mediate the relationship between job standardization and service quality. Managerial implications and future research directions are discussed in this study.