Prosocial Service Behavior Research Articles

호텔기업에서의 잡크래프팅, 조화열정 그리고 친사회적 서비스행동

Prosocial service behaviors play a critical role in determining customer satisfaction. Job crafting is a relatively key topic in hotel settings. However, studies examining how employees’ job crafting on prosocial service behaviors are scant. The objective of this study is to examine the influence relationships among job crafting, harmonious passion and prosocial service behaviors.<BR> A total of 221 frontline employees working at in hotel corporations participated in survey, 217 data were used for statistical analysis after the elimination of inadequate sample. The results of this study are as follows. First, job crafting was positively related to harmonious passion. Second, harmonious passion was positively associated with role-prescribed service behaviors, extra-role service behaviors and employee cooperation. Employee’s job crafting has positive consequence for a company by enhancing harmonious passion, resulting in increased prosocial service behaviors. Finally, the summary, implications and limitations of the results with the future tasks were suggested.

호텔 직원이 지각한 조직공정성이 심리적 주인의식 및 친사회적 서비스 행동에 미치는 영향: LMX 조절효과 중심으로

This paper attempted to analyze the influence of organizational fairness on psychological ownership and pro-social service behavior, and to analyze the moderating effect of LMX in these influence relations. Through exploratory factor analysis, organizational fairness was derived as three factors: distribution fairness, procedural fairness, and interaction fairness, and psychological ownership, pro-social service behavior, and LMX were derived as single factors.<BR> As a result of the analysis, first, as sub-factors of organizational fairness, all three factors such as distribution fairness, procedural fairness, and coral action fairness had a positive (+) effect on psychological ownership and pro-social service behavior. Second, the higher the LMX value, the stronger the relationship between distribution fairness and psychological ownership, and the relationship between interaction fairness and psychological ownership was weakened. Third, it was found that the higher the LMX value, the stronger the relationship between procedural fairness and pro-social service behavior.

직무 불안정성이 직무 스트레스와 친사회적 서비스 행동에 미치는 영향 : 항공사 객실승무원을 중심으로

It is meaningful to study job insecurity for flight attendants of airlines whose work environment is rapidly changing due to COVID-19 pandemic. The purpose of this study is to investigate the relationship between job insecurity, job stress, and pro-social service behavior, centered on airline flight attendants. An online survey was conducted on airline cabin crew. A total of 218 responses were collected from February 01, 2021 to March 15, for about 6 weeks, but 210 copies were used for the final analysis, excluding 8 copies judged to be unsuitable for analysis. For the data, frequency analysis, validity and reliability analysis, and path analysis were performed using SPSS 21 and AMOS 21. As a result of the analysis, first, it was found that job insecurity had a positive effect on job stress. Second, job stress was found to have a negative effect on pro-social service behavior. Third, job insecurity was found to have a negative effect on pro-social service behavior. Finally, it was found that job stress had a mediating effect in the relationship between job insecurity and pro-social service behavior. The results of this study are expected to be used as basic data for finding effective human resource management measures to improve airline service levels. In addition, the originality of this study is that it revealed the mechanism of perception of job insecurity-inner state-behavior for airline cabin crew after COVID-19.

커뮤니케이션 만족이 종업원 인게이지먼트와 친사회적 서비스 행동에 미치는 영향

Since prosocial service behavior of MOT employee has a positive impact on both internal and external part of the organization, it is an important challenge for service companies to explore the motivator factors. This research addresses to investigate the relationships among communication satisfaction(S), employee engagement(O), and prosocial service behavior(R) based on SOR Model. To this end, we designed a research model and analyzed it through a structural equation model. As the results of the test, it was found that there were positive relationships among communication, engagement, and prosocial service behavior. The results of the study can imply the importance of interpersonal communication to improve performance through voluntary actions of service providers. In addition, it can be used as basic evidence in preparing plans to promote prosocial service behavior of service providers through communication satisfaction and enhanced engagement.

The Influence of Pro-social Service Behavior of Airline Employees on Service Quality, Service Value, and Customer Satisfaction

The Influence of Pro-social Service Behavior of Airline Employees on Service Quality, Service Value, and Customer Satisfaction

Effects of employees’ social exchange and the mediating role of customer orientation in the restaurant industry

Abstract This study aims to investigate the consequences of customer-employee exchage at work based on the social exchange theory. Moreover, it is to understand how the social exchange leads to employees’ prosocial service behaviors by investigating the mediating role of customer orientation. This study applied quantitative research design using cross-sectional survey approach by targeting frontline employees who had customer interactions in the full-service restaurant industry. The results present that the more employees have social exchange with customers, the more they tend to show customer service behaviors within and beyond their role requirements. In addition, customer-employee exchage leads to employees prosocial service behaviors indirectly by increasing the level of customer orientation. The theoretical and managerial implications are discussed in the study.

호텔 직원의 LMX가 친사회적 서비스 행동에 미치는 영향: 조직응집성의 매개효과를 중심으로

The purpose of this study is to target hotel employees in identifying the impact of the exchange relationship (LMX) between leaders and members on pro-social service behavior, and to find the differences in organizational cohesiveness through an empirical analysis. For the survey, the employees who have been working at 5 star hotels for more than a year in the hospitality field, particularly in Seoul and Incheon. In summary, both emotional and business trust factors, which are sub-factors of LMX, have a significant impact on organizational cohesiveness(+), and both emotional and business confidence relationships were shown to have significant positive effects on pro-social service behavior(+), and organizational cohesiveness was analyzed to have a significant impact on pro-social service behavior(+). Finally, in emotional trust relationships, business trust relationships, and influence relationships between actions within roles, organizational cohesiveness emerged as a partial mediation just as in emotional trust relationships, business trust relationships, and influence relationships between actions outside roles.

How to fuel employees’ prosocial behavior in the hotel service encounter

With mounting customer expectation for excellent service, frontline service employees’ prosocial service behavior is of great importance since it helps enhance customers’ perceived service quality, which is critical for maintaining a hotel’s competitive advantage relative to its comp set. Regardless of the importance of prosocial service behavior, role clarity, perceived organizational support, and psychological empowerment in encouraging employees’ prosocial service behavior has not received much attention. This study examines the effects of the above three predictors on the prosocial service behavior of customer-contact employees. The authors developed a conceptual model of prosocial service behavior and empirically tested it using structural equation modeling. The findings suggest that role clarity and psychological empowerment have a direct influence on prosocial service behavior. Psychological empowerment partially mediates the relationship between role clarity and prosocial service behavior and fully mediates the relationship between perceived organizational support and prosocial service behavior.

커피전문점 직원이 인지하는 심리적 계약위반에 의한 친사회적 서비스 행동 연구 : 조직몰입과 조직냉소주의의 매개효과를 중심으로

본 연구는 심리적 계약 위반에 대한 기존의 연구들이 대부분 심리학에서 이루어진 것과는 달리 커피전문점에서 근무하는 직원의 심리적 계약 위반에 관련하여 친사회적 서비스행동에 미치는 영향 관계와 그 관계 사이에서의 조직몰입과 조직냉소주의의 매개효과를 알아보는 것이다. 연구는 2018년 10월 1일부터 15일까지 2주 동안 온라인 설문을 통해 실시하였으며, 커피전문점에 1년 이상 근무한 경험이 있는 직원을 대상으로 온라인 설문지를 배포하였다. 총 500부의 설문지를 수거하였으며, 불성실한 응답과 선별질문에서 부적합하다고 판단되는 응답 17부를 제외하고 총 483(96.6%)부가 통계분석에 이용하였다. 연구는 SPSS 18.0프로그램과 AMOS 18.0프로그램을 사용하여 빈도분석, 탐색적 요인분석, 확인적 요인분석, 신뢰도분석, 상관관계분석, 경로분석을 실시하였다. 가설검증을 위한 경로분석 결과 심리적 계약위반이 조직몰입, 조직냉소주의 그리고 친사회적 서비스 행동에 유의한 영향을 미쳤으며, 조직몰입과 조직냉소주의도 친사회적 서비스 행동에 유의한 영향을 미쳐 가설 H1,H2,H3은 모두 채택되었다 또한, 심리적 계약위반과 친사회적 서비스 행동에서 조직몰입은 유의한 조절효과가 나타나 H4은 부분매개로 채택되었고 심리적 계약위반과 친사회적 서비스 행동(역할외 행동, 역할 내 행동)에서 조직냉소주의는 유의한 조절효과가 H5-1은 부분매개, H5-2는 완전매개로 채택되었다. 본 연구는 커피전문점의 인적자원관리에 대한 새로운 인식과 함께 직원의 질적 서비스향상을 위한 유용한 시사점을 제공한다.

Nurses' organizational communication satisfaction, emotional labor, and prosocial service behavior: A cross-sectional study.

In this study, we investigated nurses' organizational communication satisfaction and emotional labor in an attempt to identify the factors that influence nurses' prosocial service behavior in Korea. A cross-sectional study was conducted on 145 nurses at two Korean tertiary hospitals in 2017. Most participants (89%) were female, and the mean age was 28.45 ± 5.50 years; data analysis was mainly based on a multiple regression. It was consequently found that nurses' organizational communication satisfaction and emotional labor positively affected their prosocial service behavior. The potential benefits of emotional labor were also explored, and these variables were determined to explain 41.1% of the variance in prosocial service behavior. These findings provide evidence that organizational communication satisfaction and emotional labor in nurses can have significant effects on their prosocial service behavior.

An empirical investigation of antecedent and consequences of internal brand equity: Evidence from the airline industry

This study investigates whether and how management commitment to internal branding would stimulate prosocial service behaviors. Through its conceptual model, this study posits internal brand equity as the intervening mechanism which links management commitment to internal branding to role-prescribed customer service, extra-role customer service and cooperation. Data were gathered from a sample of flight attendants in Iran. According to the results stem from structural equation modeling, management commitment to internal branding positively affects internal brand equity. In turn, internal brand equity positively associates with role-prescribed customer service, extra-role customer service and cooperation. Results further revealed that, internal brand equity acts as full mediator in the relationship between management commitment to internal branding and extra-role customer service as well as partial mediator in the relationships between management commitment to internal branding and role-prescribed customer service and cooperation. In light of social influence theory, this study contributes to internal branding literature through its empirical evidence and managerial implications.

The Effects of Emotional Labor on Prosocial Service Behavior of Hotel Employees in Jejudo : Focusing on the Psychological Empowerment

The Effects of Emotional Labor on Prosocial Service Behavior of Hotel Employees in Jejudo : Focusing on the Psychological Empowerment

호텔 조직 내 커뮤니케이션 만족과 친사회적 서비스 행동 간의 관계: 역할명확성의 매개효과를 중심으로

호텔 조직 내 커뮤니케이션 만족과 친사회적 서비스 행동 간의 관계: 역할명확성의 매개효과를 중심으로

Job resourcefulness, work engagement and prosocial service behaviors in the hospitality industry

PurposeProsocial service behaviors play a major role in the hospitality industry. However, few studies have examined how job resourcefulness affects prosocial service behaviors. This paper aims to investigate the relationship between job resourcefulness and prosocial service behaviors as well as clarify the mediating effect of work engagement.Design/methodology/approachA questionnaire was developed to collect data from 282 frontline service employees in Taiwan’s hotel industry. Structural equation modeling was conducted to test the hypotheses of this research.FindingsThe results indicate that job resourcefulness is positively related to role-prescribed service behaviors, extra-role service behaviors and cooperation. Furthermore, work engagement mediates the relationship between job resourcefulness and prosocial service behaviors.Research limitations/implicationsThe design of cross-sectional research restricts inference to the findings of cause–effect relationships. Also, the design of this study could not rule out the effect of common method variance, as all the data used in the study were acquired using the same questionnaire.Originality/valueThe current study contributes to the hospitality management research by investigating the link between job resourcefulness and prosocial service behaviors, and elaborating the partially mediating role of work engagement in this relationship.

Internal communication and prosocial service behaviors of front-line employees: Investigating mediating mechanisms

This paper contributes to the prosocial service behavior (PSB) literature by developing and testing a conceptual framework to investigate the mediating mechanisms underlying the relationships between internal communication and PSBs. Data collected from front-line employees (FLEs) in a UK based service organization was used to test our conceptual framework. Our findings demonstrate that FLE perceptions of internal communication practices influence their role stress and organizational commitment, which, in turn, influence their PSBs. The results highlight the significance of studying role stress and organizational commitment as mediators in the relationship between internal communication and PSBs. The limitations of the study are then sketched, and suggestions for future research are also provided.

컨설턴트의 친사회적 서비스가 관계적 배태성, 관계신뢰, 관계만족, 장기관계지향성에 미치는 영향에 관한 연구

본 연구에서는 이미 마케팅, 심리학 분야에서 연구가 활발히 이루어지고 있는 관계배태성 이론을 컨설팅 산업에서 적용해 보고자 하였다. 서비스 제공자의 다양한 노력과 친사회적 서비스가 고객관계와 그에 대한 효과에 대해 중요성을 확인해 보고자 하였다. 또한, 컨설팅 분야에서도 컨설턴트의 친사회적 서비스로 하여금, 고객과의 관계에 있어서 배태성이 적용되는지에 대한 확인을 하고자 하였다. 이를 통해 컨설팅 기업의 마케팅 방향을 제시하고자 함이 본 연구에 목적이다. 연구 결과를 요약하면 다음과 같다. 컨설턴트의 친사회적 서비스는 고객과의 관계신뢰, 관계만족에 긍정적인 영향이 있음을 검증하였고, 관계적 배태성은 관계신뢰와 관계만족에도 긍정적인 영향을 주는 것으로 확인되었다. 또한, 관계적 배태성과 관계신뢰, 관계만족은 장기적인 관계 지향에 긍정적 영향을 주는 것으로 확인되었다. This study aimed to study the relational embeddedness theory which has been actively studied in the fields of marketing and psychology to the consulting industry. This study also aimed to find out if various efforts and pro-social service behavior of the consultant, a service provider in the consulting industry may have a positive effect on customer relationships. The results of the study can be summarized as follows: The pro-social service behavior of the consultant was verified to have a positive effect on relationship trust, relationship satisfaction with customers and relational embeddedness was found to have a positive effect on relationship trust and relationship satisfaction. In addition, relational embeddedness, relationship trust, and relationship satisfaction were found to have a positive effect on long-term relationship orientation.

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

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.

사회적기업 종업원의 서비스지향성이 친사회적 서비스행동에 미치는 영향 - 휴먼서비스 산업을 중심으로 -

In modern society, the human service field in social enterprise makes efforts to provide new products and better service to meet the diverse needs of client according to their increasing expectations for economic and social utility. The purpose of this research was to examine the status and working environment of social enterprise which has become popular for solution of human services, specially, to investigate the relationships between service orientation, job satisfaction, service commitment and pro-social service behavior. This research had 275 employees of social enterprises certified by Ministry of employment and labor located in Seoul, Gyunggi, Chungnam from 5nd of August to 20nd of September in 2013 for survey. For the statistical analysis, SPSS/PC Ver. 20.0 were used, factor analysis and other analysis such as reliability analysis, frequency analysis, correlation analysis and linear regression analysis accordingly were performed. Proven research result through these analysis are as follows: (a) service orientation was positively related to pro-social service behavior. In particular, the psychological empowerment influences pro-social behavior. In other words, employee’s empowerment in social enterprises influence service satisfaction of client and increases pro-social behavior. (b) job satisfaction and service commitment was positively related to pro-social service behavior. In particular, this study investigated the mediating effect of job satisfaction on the causal relationships between service orientation and pro-social service behavior. A critical review of available literature on the issues were presented and specific attention was paid to the mediating effect of job attitudes such as job satisfaction which might work in between service orientation and pro-social behavior. In this research, the higher the service orientation, increases the level of pro-social behavior.

Job attitudes and prosocial service behavior: A test of the moderating role of organizational culture

Abstract The importance of organisational citizenship behaviours (hereafter OCBs) is witnessed and empirically supported, with job attitudes revealed to be significant determinants. A number of studies have examined the effect of culture on the interplay between job attitudes and OCBs. However, these studies focus on culture at either the individual level or the societal level. Thus, the culture at the organisational context in the OCB literature remains unanswered. As a result, the primary aim of the present study is to test the moderating role of organisational culture on the relationship between job attitudes and prosocial service behaviour (hereafter PSB), which is service-specific OCBs, amongst employees in the collectivist culture. Two key elements of job attitudes, namely job satisfaction (JS) and organisational commitment (OC), were investigated in this study. In order to achieve the study's main objective, the data collection was designed to gather information from employees of one nationality (i.e., to control the effect of national culture) working in companies with different cultural values from the same industry. Thus, data was collected from a sample of 439 Thai cabin service attendants from two major flag-carrier airlines (one based in Thailand and the other based in the USA). Using structural equation modelling analysis, the findings reveal positive effects of job attitudes on PSB in both sample groups. However, the extent to which each job attitudinal variable affects PSB differs significantly. Implications for services marketing scholars and practitioners are drawn from the results.

The Impact of Perceived Jaycustomer's Behavior on Customer Contact Service Employees' Emotions and Prosocial Service Behavior Intentions - Moderating Effects of Self-Monitoring and Locus of Control

The Impact of Perceived Jaycustomer's Behavior on Customer Contact Service Employees' Emotions and Prosocial Service Behavior Intentions - Moderating Effects of Self-Monitoring and Locus of Control