Perception, Gap and Reflection of Service-Oriented Organizational Citizenship Behaviors from the Perspective of Banking Employees and Customers in Indonesia
Abstract
The purpose of this study is to explore perceptions, gaps and relationships between the dimensions of Service-Oriented Organizational Citizenship Behaviors (S-OOCBs) and Service Quality (servqual) in terms of banking employees and customers. This study used a quantitative approach, involving 399 respondents consisting of 74 employees and 325 customers of Bank Perkreditan Rakyat (BPR) and Bank Pembangunan Daerah (BPD). This study proves that the average perception of BPR customers and employees on S-OOCBs and servqual is higher than that of BPD customers and employees. Based on the average gap of perceptions of the dimensions of S-OOCBs and servqual, the customers perceive that the employees have the dimensions of S-OOCBs in the same category as the employees’ self-evaluation. According to BPR/BPD employees and customers, all dimensions examined are the reflection of S-OOCBs. The S-OOCBs of both employees and customers of BPR and BPD have a significant positive effect on servqual. The results of this study have managerial implications because they are viewed from two sides, banking employees and customers, and are useful for banking management.
Downloads
Metrics
References
Ahmad Jamal, Kyriaki Anastasiadou. (2009). Investigating the effects of service Quality dimensions and expertise on loyalty, European Journal of Marketing, Vol. 43 Iss: 3/4, pp.398 – 420
Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners iservice delivery. Journal of Re-tailing, 73, 383–406
Brady, Michael K., and J. Joseph Cronin. (2001). Some Thought on Conceptualizing Perceived Service Quality a Hierarchical Approach. Journal of Marketing, Vol 63- 34- 39.
Bulent Menguc, Seigyoung Auh, Constantine S. Katsikeas, and Yeon Sung Jung. (2016). When Does (Mis) Fit in Customer Orientation Matter for Frontline Employees’ Job Satisfaction and Performance?Journal of Marketing: January 2016, Vol. 80, No. 1, pp. 65-83. https://doi.org/10.1509/jm.15.03
Cronin Jr, J. Joseph J., and Steven A. Taylor. (1992). Measuring Service Quality: A Reexamination and Extention. Journal of Marketing, Vol. 56 (July), pp. 55 – 68.
Deng, Xuefei (Nancy & Wang, Tawei. (2014). Understanding Post-Implementation Support for Enterprise Systems: An Empirical Study of IT Personnel’s Customer-Oriented Citizenship Behaviors. Journal of information systems. American Accounting Association. Vol. 28, No. DOI: 10.2308/isys-50743.Fall 2014.pp. 17–39.
Farrell, M. A., & Oczkowski, E. 2009. Service worker customer orientation, organization/job fit and perceived organizational support. Journal of Strategic Marketing, 17 (2), 149-16. doi:10.1080/09652540902879276.
Garvin, David A. (1984). "What Does `Product Quality' Really Mean?" Sloan Management Review, 26 (Fall), 25-43.
Gronroos, C. (1984). A Service Quality Model and its Market Implications, European Journal of Marketing, Vol. 18. No. 4, pp. 36-44.
Gronroos, C. (2000). Service Management and Marketing: A Customer Relationship Management Approach. 2nd ed. West Sussex: John Wiley & Sons, Ltd.
Harsono S., Widyantoro H., Prawitowati T., Rahmat B. (2017).The Development of Service Quality Model as A Criterion in Selecting the Banks in Indonesia. Polish Journal of Management Studies 2017; 15 (2): 82-92.
Jain, Ajay K, Naresh K. Malhotra, Chong Guan. (2012). Positive and Negative Affectivity as Mediators of Volunteerism and Service-Oriented Citizenship Behavior and Customer Loyalty. Psychology and Marketing, Vol. 29 (12), pp. 1004-1017.
Kumar, YLN. (2014). Importance of Organizational Citizenship Behaviors in Enhancing Customer Service Indicators: A Review. The IUP Journal of Management Research, Vol. XIII, No.1, pp. 17-28.
Md. Abdul Jalil and Muhammad Khalilur Rahman. (2014). The Impact of Islamic Branding on Consumer Preference towards Islamic Banking Services: An Empirical Investigation in Malaysia. Journal of Islamic Banking and Finance, March, Vol. 2, No. 1, pp. 209-229.
Mei-Ling Wang. (2009). What makes a good citizen in service settings? The Service Industries. Journal. Vol. 29, No. 5, May 2009, 621–634. DOI: 10.1080/02642060902720055.
Organ, D.W., Podsakoff, P.M., & MacKenzie, S.B. (2006). Organizational Citizenship Behavior: Its Nature, Antecedents and Consequences. Thousand oaks, CA: Sage.
Parasuraman, A., Valerie A. Zethaml, and Leonard l. Berry. (1988). SERVQUAL A Multiitem Scale for Measuring Consumer Perceptions of service Quality. Journal of Retailing, Vol. 65 (1): 12 – 36
Payne Stephanie C., and Webber Sheila Simsarian. (2006). Effects of Service Provider Attitudes and Employment Status on Citizenship Behaviors and Customers’ Attitudes and Loyalty Behavior. Journal of Applied Psychology, Vol. 91, No. 2, 365–378. Journal of Information Systems. Fall 2014, Vol. 28, No. 2, pp. 17-39
Sabiote, Estela Fernandez and Sergio Roman. (2005). Organizational Citizenship Behavior from the Service Customer’s Perspective. International Journal of Market Research, vol.46 Quarter 3, pp. 317-336.
Siddiqi Kazi Omar. (2011). Interrelations Between Service Quality Attributes, Customer Satisfaction and Customer Loyalty in the Retail Banking Sector in Bangladesh. International Journal of Business and management. Vol. 6. No. 3.
