Modeling OCB for Hotels: Don't Forget the Customers

Abstract

Most research examining organizational citizenship behavior (OCB) has focused on employees' efforts that benefit the organization or the individuals' coworkers. A third dimension that is critical for the hospitality industry is behavior above and beyond the specific job description that is directed at customers. While most OCB studies have considered what behaviors are essential to corporate citizenship, but specific behaviors might be culturally bound. To avoid cultural issues, a more effective approach is to analyze the targets of citizenship behavior, that is, the organization, coworkers, and customers. A study of 240 hotel workers in China found support for a three-leg model of OCB, combining behavior aimed at these targets: at the organization itself, at coworkers, and at customers. Citizenship behavior aimed at the organization includes such activities as promoting a hotel's products and making favorable comments about the property outside of work. Citizenship behavior in support of coworkers includes assisting them as needed and taking time to listen to coworkers' concerns. Customer-focused OCB includes such activities as maintaining a positive attitude at work and performing duties carefully and accurately. Although this study did not expressly measure the results of such actions, previous work has shown increases in guest satisfaction and company revenue when OCB activities are high. © The Author(s) 2013.