Does organizational citizenship behavior add value to human interaction with e-services?
Abstract
Purpose
The purpose of this paper is to examine the causal associations among service innovation/improvement, organisational citizenship behaviour (OCB), and the user-perceived value of e-services. The context of service delivery is particularly based on human interaction in e-service encounters.
Design/methodology/approach
In total, 403 respondents from 53 different service departments were selected in this study. To fit the structure between respondents and departments, this study uses hierarchical linear modelling to examine the research model.
Findings
The results indicate that service innovation/improvement and the OCB of department staff both positively affect the user-perceived value of e-services. However, the OCB of department staff does not have a moderating effect on the association between service innovation/improvement and the user-perceived value of e-services.
Originality/value
Prior studies suggest that the OCB of service employees strongly reinforces customer perceptions of service quality and satisfaction. However, this causal association was proven in the context of face-to-face human interactions. This study is a pioneer study in examining the associations between OCB and human interaction with e-services.
Keywords
Acknowledgements
This work was partially supported by the Ministry of Science and Technology, Taiwan (MOST 103-2410-H-025-002).
Citation
Liao, C.H. (2015), "Does organizational citizenship behavior add value to human interaction with e-services?", Online Information Review, Vol. 39 No. 4, pp. 485-504. https://doi.org/10.1108/OIR-01-2015-0005
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited