Gender roles and customer organisational citizenship behaviour in emerging markets

Jessica Sze Yin Ho (Department of Marketing, Sunway University Business School, Selangor, Sunway City, Malaysia)
Sanjaya S. Gaur (Department of Marketing, Sunway University Business School, Selangor, Sunway City, Malaysia)
Kok Wai Chew (Faculty of Management, Multimedia University, Cyberjaya, Malaysia)
Nasreen Khan (Faculty of Management, Multimedia University, Cyberjaya, Malaysia)

Gender in Management

ISSN: 1754-2413

Publication date: 7 November 2017

Abstract

Purpose

Organisational citizenship behaviour (OCB) entails employees’ voluntary commitment to an organisation beyond their contractual responsibilities and has been found to be contributing to an organisation’s success. While the roles of gender and OCB exhibited by employees (as internal stakeholders) are documented, the role of gender in OCB by customers (as external stakeholders) of an organisation, especially within the context of emerging markets, is not found, therefore necessitating further studies. This research aims at bridging this research gap.

Design/methodology/approach

In total, 203 male and 194 female customers representing the young working professionals segment rated their level of satisfaction with the relationship that they had with their banking website. They also indicated their willingness to participate in different dimensions of OCB.

Findings

Generally, both men and women, who are satisfied with the relationship that they have with the organisation, indicated their willingness to contribute to the organisation by displaying OCB. Contrary to past studies, where women at workplace were reported to be more likely to participate in OCB, the findings from the customer’s perspective revealed that men are more likely to engage in OCB.

Research limitations/implications

The results indicated that OCB is not limited to internal customers (employees) but could also be expanded to external customers. The stereotypes causing females to be perceived as stronger OCB contributors may not remain constant in all types of circumstances.

Originality/value

To the best of the authors’ knowledge, this appears to be the first study to establish the gender role in OCB from the customer’s perspective in the context of an emerging market.

Keywords

Citation

Ho, J., Gaur, S., Chew, K. and Khan, N. (2017), "Gender roles and customer organisational citizenship behaviour in emerging markets", Gender in Management, Vol. 32 No. 8, pp. 503-517. https://doi.org/10.1108/GM-01-2017-0009

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Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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