Using Manager Reports of Employee Behavior to Investigate the Relationship Between Organizational Citizenship Behaviors and Customers' Perceptions of Service Quality

Abstract

The Organizational Citizenship Behavior (OCB) framework describes employee behaviors that have the potential to enhance organizational effectiveness and thus enhance customer perceptions of service quality. This paper uses the conceptual model of service quality and the OCB conceptual framework to empirically test the relationship between manager reports of employees' organizational citizenship behaviors and customer perceptions of service quality. The results demonstrate that higher levels of organizational citizenship behaviors among an organization's employees are associated with higher levels of service quality perceptions among the organization's customers. Furthermore the results of this research demonstrate that measurements of employee organizational citizenship behaviors using managers' reports were both reliable and valid. Thus, the framework of organizational citizenship behavior provides managers of service businesses with a diagnostic evaluation system for connecting employee behaviors and customer evaluations of service quality.