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This paper investigates the influence of employees’ extra-role and in-role behaviours on customer service alongside the moderating role of gender.

This paper employs the theory of behavioural intentions, cross-sectional survey design and quantitative approach to collect the data from 426 purposively sampled workers and customers of oil marketing companies. The data were analysed using descriptive statistics, correlation and the hierarchical regression model in SPSS.

The results indicate that employees’ extra-role behaviour has a significant positive effect on customer service while employees’ in-role behaviour has no significant effect on customer service. It is also established that gender of staff can significantly moderate the relationship between extra-role behaviour and customer service such that the behaviour of female staff has greater effect on customer service than their male counterparts. However, the gender of staff has no moderating effect on the relationship between in-role behaviour and customer service.

The findings imply that female staff should be allowed to directly engage customers more often than male staff to promote superior customer service. Managers should continuously improve upon the behaviour of employees through orientations, workshops and mentoring. Behaviour stimuli such as awards, appreciations and recognition for best workers would have to be encouraged to induce employees to act beyond their prescribed-roles.

This study is the first to investigate how staff behaviours (in-role and extra-role) impact customer service, with gender of the employees as a moderator. This paper contributes to literature by empirically confirming the differential influence of employees’ extra role and in-role behaviours on customer service and the effectiveness of gender as a moderator on the relationship between extra-role behaviour and customer service from a developing country perspective and an industry where there is dearth of research.

This study investigates how compulsory citizenship behaviors (CCB) affect employees’ energy and motivation to engage in other voluntary behaviors, such as service-oriented citizenship behavior and creativity. Specifically, we explore how employees’ perceptions of job overload mediate this relationship, based on their generational differences.

This study employed a time-lagged survey design to collect data from 265 frontline employees and their supervisors in Pakistani-based organizations. The data was collected in three rounds, with a three-week gap between each round.

The findings suggest that role overload, resulting from compulsory citizenship pressure, undermines millennial employees' service-oriented organizational citizenship behavior (OCB) and creativity. However, these negative effects are less salient among non-millennials.

The findings of this study provide valuable insights for managers, emphasizing the importance of exercising caution when imposing excessive citizenship pressures on employees against their will. In addition, organizations and human resource (HR) managers should consider devising policies for formal recognition of voluntary behaviors that contribute to organizational effectiveness.

This study contributes to existing CCB research by unraveling the previously unexplored mediating role of role overload and the contingency role of generational difference in explaining how and when coerced citizenship demands hinder employees’ propensity to engage in service-oriented OCB and creativity.

Informed by trait and self-determination theories, the present study aims to extend the knowledge regarding the link between customer satisfaction (CS) and its antecedents, including job autonomy (JA), conscientiousness, customer uncertainty (CU) and extra-role customer service (E-RCS) in the hospitality industry.

A total of 306 frontline employees were selected from the hotels in North Cyprus, Turkey. Psychometric properties, including the validity and reliability of study variables, were assessed in the first step using confirmatory factor analysis. Then, the data were analyzed utilizing machine learning methods, mainly three exploratory data mining techniques, including lasso regression, decision trees and random forest, as well as partial dependence plots to visualize the role of suggested predictors on the outcome variable.

Data mining analysis shows that employees who can modify their job objectives are better equipped to satisfy customers in uncertain situations (JA8). In addition, the findings reveal that employees who believe they work hard to accomplish their personal and organizational goals (CON7) while also having the freedom to decide how to approach their job (JA1) and choose the procedures to utilize (JA2) are more likely to contribute to CS. In general, CS peaked when JA was high, but conscientiousness was moderate, while CU was low.

This study bridges the gap among various factors at the employee and customer individual, corporate and macro-environmental levels. Hospitality organizations can cultivate a culture of autonomy and independence by promoting open communication and offering growth and development opportunities. This approach enhances conscientious employees’ engagement, leading to exceptional customer service performance, particularly, in uncertain situations.

From the methodology perspective, this work proposes an opportunity for prospective scientists to broaden the trait and self-determination theories research model by relying on the riches of exploratory techniques without the limits imposed by traditional analytical techniques. Further, this study advances the current knowledge about service agility under uncertainty by extending organizational and service management research to consumer behavior literature.

This study proposes a model that influences customer citizenship behavior during COVID-19, and empirically tests the effects of fast-food restaurant customers' perceptions of justice (price and procedural justice) on trust; trust on satisfaction and loyalty; and trust, satisfaction and loyalty on customer citizenship behavior. Furthermore, it was questioned whether there was a disparity between customer expectations based on the restaurant's image and consumption experience.

The data were gathered from customers of fast-food restaurants in the shopping centers in Turkey. The data set, which included 437 valid questionnaires, was subjected to CFA for validity and reliability, SEM analysis for hypothesis and paired sample t-Tests for the research questions.

The findings of the study indicate that perceived justice affects customer trust, which, consequently, affects customer loyalty and satisfaction during the COVID-19 period. Findings also demonstrate that, while customer loyalty and trust increase customer citizenship behavior, customer satisfaction alone is insufficient to increase customer citizenship behavior. The study also shows that during the COVID-19 period, fast-food restaurants should have raised awareness of employees’ fair behaviors toward the customers and provided additional services to differentiate themselves in the market. Also, it indicates that customer expectations related to price, cleanliness and professional appearance of staff are not met after taking service.

No research has been found in the literature focusing on the expectations, justice, trust, satisfaction, loyalty and citizenship behaviors of fast-food restaurant customers in the COVID-19 pandemic process. Therefore, the results can fill the gap in relevant literature by testing the relationships between justice, trust, satisfaction, loyalty and citizenship during the pandemic and provide inferences for fast-food business owners.

Drawing upon the stimulus-organism-response model, this study aims to explore the impact of soft aspects of service quality on revisit intention through the mechanism of perceived empathy.

For the examination of the hypothesized relationships, the study adopts structural equation modelling to analyse the data of 562 respondents (i.e. 281 family members and 281 inpatients).

The empirical results suggest that service quality increased family member empathy perception, which, in turn, improved inpatients’ revisit intentions.

Past studies have focused on the roles of overall service quality. The authors have extended the literature by examining the specific but important aspect of service quality and its effects on emotional response. Importantly, the study explains that the affective reactions of a patient’s family, fastened with perceived empathy, have a central role in influencing the patients’ subsequent reactions. Moreover, the prior studies collected the data either from hospital employees or patients. However, in the present study, the authors used a unique sample (family members as well as patients) to have a deeper understanding. Thus, the study enhances the literature on the stimuli-response (i.e. service quality – revisit intentions) relationship in the context of service marketing in general and health care in specific. Important academic and managerial contributions and recommendations for future research are discussed.

In a dynamic and complex environment, employees’ creative performance (CP) can be essential in developing a distinguished and competitive strategy for an organization. Using the lens of competency management, this study aims to examine how employees perceived environmental uncertainty (PEU) and competency formula relate to employee CP, with a focus on the hospitality industry.

The data was collected from employees in the hospitality sector. Both symmetrical (PLS-SEM) and asymmetrical (fuzzy-set qualitative comparative analysis [fsQCA]) tests were performed to gain in-depth knowledge of how individual, organizational and environmental factors can be configured to explain employees’ CP.

The symmetrical analysis shows that the competency formula mediates the negative impacts of PEU on two dimensions of creativity – that is, novelty and utility. The fsQCA testing generated contrasting findings and revealed that uncertainty, along with the formula elements, is a unique antecedent condition and opportunity for employees’ CP. The inconsistent findings indicate asymmetrical and complex relationships between the proposed antecedents and outcomes in the case of employee creativity.

A combination of symmetrical and asymmetrical approaches is necessary to uncover the complex relationships among employees, organizations and the environment. This study shows that organizational agility, competency strategies and comprehensive strategic management processes can be configured to explain positive outcomes for organizations during uncertain circumstances. The findings can be used by human resource practitioners to maximize employee creativity and enhance organizational performance.

To the best of the authors’ knowledge, this study is the first to use symmetrical and asymmetrical testing to address the inadequacy of explaining employee CP in complex and uncertain environments, and highlight the crucial role of the competency formula in enhancing novelty and utility dimensions of CP. This research examines the impact of various internal and external factors (i.e. individual, organizational and contextual) on employee creativity within the hospitality industry.

Guided by the cognitive-affective system theory of personality (CAPS), this study aims to investigate the parallel mediating effects of cognitive and affective cynicism on the relationship between illegitimate tasks and employees’ adaptive performance. It also proposes growth need strength as a moderating variable for relationships between illegitimate tasks and employees’ adaptive performance.

Using a time-lagged design, data were gathered from 330 frontline hotel employees in China.

The authors found that the presence of illegitimate tasks is negatively associated with employees’ adaptive performance, this relationship being mediated by cognitive and affective cynicism. Growth need strength weakens the negative impacts of cognitive and affective cynicism on employees’ adaptive performance. In addition, the indirect effect of illegitimate tasks on employees’ adaptive performance via cognitive and affective cynicism is stronger for employees with lower levels of growth need strength.

Hotel managers must heed the negative impact of illegitimate tasks. Furthermore, they should underscore the importance of promoting a harmonious and positive organizational culture and atmosphere. Naturally, hotel managers must also establish effective communication with employees, assisting them in fostering a desire for excellence in their work.

This study provides valuable insights for the hospitality industry by investigating how illegitimate tasks hold sway over hotel employees’ adaptive performance. The study uses a moderated dual-path model to uncover the mechanisms behind this impact and the influence of boundary conditions, thereby expanding the understanding of the topic.

This paper aims to present a dynamic model for strategic and personalized decision-making in human resources (HR), using data mining techniques to enhance corporate social sustainability (CSS). The focus is on the interconnectedness of employee engagement (EE), enablement and the quality of work life.

The proposed model integrates various HR data, including demographic information, job specifications, payment and rewards, attendance and absence, alongside employees’ perceptions of their work-life quality, engagement and enablement. Data mining processes are applied to generate meaningful insights for senior and middle managers.

The study implemented the model within a production organization, revealing that factors influencing EE and enablement differ based on gender, marital status and occupational group. Performance-based rewards play a significant role in enhancing engagement, regardless of the reward amount. Factors such as “being recognized for competency” influence engagement for women, while payment has a greater impact on men. Engagement does not directly influence the quality of work life, but subcomponents like perceived transparency and the organization’s processes, particularly the “employee performance evaluation system,” improve work-life quality.

The findings are specific to the studied organization, limiting generalizability. Future research should explore the model’s effectiveness in different cultural and organizational settings.

The proposed model provides practical implications for organizations that enhance CSS. Organizations can gain insights into factors influencing EE and enablement by using data mining techniques, enabling informed decision-making and tailored human resource management practices.

This research addresses the societal concern regarding the impact of business activities on sustainability. Organizations can contribute to a more socially responsible and sustainable business environment by focusing on work-life quality and EE.

This paper offers a dynamic model using data mining and machine learning techniques for sustainable human resource management. It emphasizes the importance of customization to align practices with the unique needs of the workforce.

This study aims to explore how an organization’s ethical climate determines the type and effectiveness of entrepreneurial marketing activities. Also, this study seeks to identify the most critical intra-organizational capabilities related to entrepreneurial marketing components and explain their role in the path of ethical climate to entrepreneurial marketing, which means moving from the intra- to the extra-organizational environment.

Data were collected from managers working in 100 scientific and research companies in Iran through survey questionnaires. Latent variable structural equation modeling was used to test the hypothesized relationships.

The findings reveal that the linkage between the ethical climate of the organization and entrepreneurial marketing is partially mediated by work engagement. In addition, the mediating role of knowledge transfer was not confirmed. These results imply that the ethical climate of the organization fosters entrepreneurial marketing by enabling employees with absorption, vigor and dedication.

Scientific and research companies in this research are different in size, resources, knowledge management system, organizational structure and products offered to the market; they have different emphasis on innovation and entrepreneurship as well. This issue increases the variety of data and the ability to generalize the results. Still, on the other hand, it reduces the ability to categorize data and increases the amount of outlier data. Future research in a comparative manner between different industries is needed.

This study indicates that an organization’s ethical climate can be a critical predictor of its entrepreneurial marketing as well as effective knowledge transfer and work engagement. In this regard, organizations should pay attention to employee’s perception of the organization’s ethical climate and create an environment that supports productive behaviors, commitment, trust, communication, work dedication, etc., to facilitate knowledge transfer effectively so that the organization can identify market opportunities and turn it into customer-oriented innovation, cocreate value for their customers and increase market share.

In turbulent markets, companies need to introduce quality and reliable products. Still, because the life cycle of products has shortened and the speed of introducing new products has increased, the supply of products will fail if companies are not equipped with new marketing methods. In this regard, the current research will seek to provide a mechanism for organizational capabilities on the road to entrepreneurial marketing by expressing entrepreneurial marketing as an innovative approach and trying to identify factors affecting it.

This study evaluated the bundled impact of high performance work practices (HPWPs) on Generation Y (Gen Y) employee engagement (EE) while considering empowering leadership (EL) as a mediator.

The data for the study are received from 404 Gen Y frontline service employees from three to five star Indian hotels and examined using structural equation modeling.

Gen Y employees' perception of HPWPs directly explains their engagement, and EL partially mediates the link between HPWPs and Gen Y EE.

This study suggests managers to gain from implementing HPWPs and their impact on Gen Y engagement to boost their organizational performance.

This study suggests managers to gain from implementing HPWPs and their impact on Gen Y EE to boost their employee and hotel's performance.

The present research is one of the few attempts to study how HPWPs can engage the Gen Y cohort in the workplace, especially in developing countries (i.e. India).