Impact of Organizational Citizenship Behavior on Perceived Service Quality in Hotel Industry

Abstract

Though the prior studies have examined the service quality and organizational citizenship behavior in hotel industry, limited understanding exists on how the service quality could be enhanced by effective organizational citizenship behavior (OCB) of customer-contact employees of unclassified hotels. This study concerns about how OCB of customer-contact employees would impact the perceived quality of the customers. Accordingly, it is endeavored to empirically examine the impact OCB of customer contact employees on the service quality in hotel industry. A total of 70 unclassified hotels were selected randomly from the Southern Province, Sri Lanka. The sample consisted of 215 customer-contact employees and 375 customers of these hotels. Structured questionnaires were administered for data collection. Smart-PLS 3 package was used for running the analysis of SEM. The results indicate that the impact of service oriented organizational citizenship behavior on service quality is statistically significant (β = 0.444, p < 0.01) and it is important to note that service-oriented loyalty on service quality appear to be strong. A conceptual and empirical link between OCB and perceived service quality (SQ) of customers is examined. The critical roles of the customer contact employees in ensuring high level of customer services in hotel industry is established.