Abstract
In order to stay on top of the competition game, service providers need to encourage patterns of service-oriented behaviors that are bound to satisfy their customers. High quality service delivery by employees may be achieved through training. The present study aims at testing a model linking training and service-oriented organizational citizenship behaviors (SO-OCBs). A total of 290 customer-contact hotel employees participated in the survey. Data was analyzed using partial least squares (PLS). The results demonstrate that training had a direct impact on the specific dimensions of employees’ service-oriented citizenship behaviors. The findings offered support for the validity of the social exchange theory in explaining the relationship between training and SO-OCBs within the context of a non-Western sample. In a practical sense, managers should be cognizant of the fact that existing employees should be given training especially on-the-job type on a regular basis to upgrade their job knowledge, skills, and competencies. Through training, employees are likely to become more motivated and more willing to engage in service-oriented behaviors that extend beyond their call of duty.
Highlights
Today, tourism is the most vibrant tertiary sector and has a strong hold on the Malaysian economy
The present study aims at testing a model linking training and service-oriented organizational citizenship behaviors (SO-OCBs)
The results demonstrate that training had a direct impact on the specific dimensions of employees’ service-oriented citizenship behaviors
Summary
Tourism is the most vibrant tertiary sector and has a strong hold on the Malaysian economy. The sector contributes RM74.6 billion to the country’s Gross National Income (GNI) in 2012, compared to RM36.9 billion in year 2009 (Economic Transformation Program, 2013). This increase in income can be attributed to the surge in the number of tourist arrivals to Malaysia from 16.43 million in 2005 to approximately 25.03 million in 2012 (Tourism Malaysia, 2013). As the number of hotel establishments increases, competition becomes stronger. To succeed in such situations, hotels must be able to deliver excellent services to their customers. These behaviors, which are beyond those specified by formal job prescriptions, are known as organizational citizenship behaviors (OCBs)
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