The Linkage Between Workplace Ostracism and Proactive Customer Service Performance in Pakistani Banking Industry: (A Conservation of Resource and Job Embeddedness Perspective)

Abstract

The Proactive Customer Service Performance (PCSP) is vital for service industry, the key driver of which is willingness of Human Capital to serve. This willingness is badly effected by Workplace Ostracism (WPO) besides other factors. This study investigated the effects of WPO on PCSP directly and indirectly through the mediation of Job Tension (JT), Job embeddedness (JE), Customer Orientation (CO) and Affective Commitment (AC), not studied before. The study used cross-sectional research design, the pool of responses collected through purposive sampling techniques from five banks operating in Pakistan. Data was empirically validated using descriptive statistics, convergent & divergent validity checks and regression weights. SEM technique was used to validate proposed hypotheses. The results proved that WPO directly effects the PCSP significantly and has significant effect through mediation of JT too. The mediation effects of other variables JE, CO & AC proved insignificant. However, the results shows direct significant effect of all these variables on PCSP. The study proved that WPO exists in banking industry of Pakistan. Human Capital through their PsyCap developed by JE, AC and CO is dealing with it. The study suggests that banks can improve their PCSP if the issue of WPO could be addressed on merit and employees be helped to grow their Organization Citizenship behavior (OCB) and PsyCap, the new look on PCSP. The study has also suggested a model to be tested by the future researcher.