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Enhancing organizational citizenship behaviour: role of collectivism in soft total quality management

Ai-Fen Lim (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia)
Voon-Hsien Lee (Faculty of Business and Finance, Universiti Tunku Abdul Rahman - Kampus Perak, Kampar, Malaysia)
Keng-Boon Ooi (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia) (UCSI Graduate Business School, FORE School of Management, New Delhi, India) (Faculty of Business, Design, and Arts, Swinburne University of Technology - Sarawak Campus, Kuching, Malaysia) (Chang Jung Christian University, Tainan, Taiwan)
Pik-Yin Foo (Faculty of Business and Finance, Universiti Tunku Abdul Rahman - Kampus Perak, Kampar, Malaysia)
Garry Wei-Han Tan (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia) (Faculty of Business, Design, and Arts, Swinburne University of Technology - Sarawak Campus, Kuching, Malaysia) (School of Economics and Management, Yunnan Normal University, Kunming, China) (College of Business Administration, Adamson University, Manila, Philippines) (Department of Business Administration, IQRA University, Karachi, Pakistan)

Management Decision

ISSN: 0025-1747

Article publication date: 8 January 2024

Issue publication date: 16 April 2024

465

Abstract

Purpose

Soft total quality management (STQM) practices are essential for promoting value-added organizational citizenship behaviour (OCB) among employees in quality-focussed manufacturing firms. This study intends to investigate how STQM practices (empowerment, training, teamwork and involvement) affect OCB under the moderating influence of collectivism among employees for excellence in business performance using social exchange and social cognitive theories (SET-SCT).

Design/methodology/approach

A total of 245 useable surveys were gathered from manufacturers. Given the importance of the two-staged structural equation modelling–partial least squares–artificial neural networks (SEM-PLS-ANN) technique, this study used a two-staged SEM-PLS-ANN analysis to capture both linear and compensatory PLS models and nonlinear and noncompensatory ANN models.

Findings

The findings confirmed that empowerment, involvement and training had a significant impact on OCB. However, teamwork had no impact on OCB. Interestingly, collectivism was found to have a significant and positive moderating effect on training and OCB.

Originality/value

The study contributes significantly to the literature on TQM and human resource management. First, the study broadens researchers’ understanding of how to apply SET by including a collective value from SCT as positive reciprocity to foster positive workplace behaviour. Second, the authors offer a solid management strategy for organizations to assist them in understanding an STQM model that promotes OCB while including collectivism for superior business performance.

Keywords

Acknowledgements

This research is supported by the UCSI University Pioneer Scientist Incentive Fund (PSIF), under the project code Proj-2019-FOBIS-022.

Citation

Lim, A.-F., Lee, V.-H., Ooi, K.-B., Foo, P.-Y. and Tan, G.W.-H. (2024), "Enhancing organizational citizenship behaviour: role of collectivism in soft total quality management", Management Decision, Vol. 62 No. 3, pp. 765-787. https://doi.org/10.1108/MD-04-2023-0485

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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