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Article
Publication date: 19 December 2023

Revanth Kumar Guttena, Cedric Hsi-Jui Wu and Ferry Tema Atmaja

This study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior.

Abstract

Purpose

This study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior.

Design/methodology/approach

Using the uses and gratification theory, this study proposes information, entertainment and remuneration content that motivates customers to develop brand intimacy and thereby perform customer extra-role behavior. The study also tests the moderated moderation effect of self-congruence and customer experience using 704 observations from South India in the food industry context.

Findings

The study’s results reveal the influence of entertainment and remuneration content on brand intimacy, which further influences customer extra-role behavior (civic virtue, cocreation, sportsmanship and helping behaviors). The study confirms a moderated moderation effect in the relationship between brand intimacy and civic virtue and brand intimacy and sportsmanship behaviors.

Practical implications

The study suggests that brands may include entertainment and remuneration elements in their social media content to build intimate customer relationships, further influencing customers’ extra-role behaviors. Besides, brands should focus on customers’ self-concepts and experiences to encourage them to act voluntarily.

Originality/value

This study makes a unique contribution by investigating the influence of brand-related social media content on customer extra-role behavior through brand intimacy. It uses self-congruence and customer experience to test their moderated moderation effect in the relationship between brand intimacy and customer extra-role behavior.

Details

Journal of Product & Brand Management, vol. 33 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 10 August 2012

Dae‐seok Kang, Jeff Gold and Daewon Kim

This paper aims to focus on a career perspective to investigate the association between employee experience of job insecurity and work‐related behaviors, specifically…

3730

Abstract

Purpose

This paper aims to focus on a career perspective to investigate the association between employee experience of job insecurity and work‐related behaviors, specifically discretionary extrarole and impression management behaviors. A second purpose is to analyze the interaction effect of perceived employability and job insecurity on extrarole and impression management behaviors.

Design/methodology/approach

Based on a sample of 207 supervisor‐subordinate dyads in Korean banking and financial institutions, the relationships between job insecurity and extrarole or impression management as two career behaviors are tested. The interaction effects of employability and job insecurity on behavioral options are also tested.

Findings

The results showed that the perception of job insecurity led to both reduced extrarole and impression management behavior and the intensity of withdrawal increased as employability increased.

Research limitations/implications

The findings provide a fundamental new insight into how a careerist orientation functions in the age of job insecurity.

Practical implications

Extrarole and impression management behaviors may be an individual's method of career management, especially in the context of job insecurity, allowing managers to capture a more dynamic picture of an individual's career choice in a new employment relationship.

Originality/value

The paper adopts a career perspective in investigating employee extrarole and impression management behaviors under conditions of declining job security. It adds further value by showing the moderating effect of employability on such behaviors.

Article
Publication date: 15 February 2011

Jason Stoner, Pamela L. Perrewé and Timothy P. Munyon

The purpose of this paper is to develop a conceptual model that discerns when and how extra role behaviors result in positive versus negative outcomes for individuals and…

3646

Abstract

Purpose

The purpose of this paper is to develop a conceptual model that discerns when and how extra role behaviors result in positive versus negative outcomes for individuals and organizations. The focus is on how employees' citizenship identities shape extrarole behaviors which include both organizational citizenship behaviors (OCBs) and contextual performance behaviors (CPBs).

Design/methodology/approach

The paper uses role identity theory as the theoretical lens to develop the model of extrarole behaviors, distinguishing between OCBs and CPBs.

Findings

While extrarole behaviors are generally associated with positive organizational functioning, these behaviors also have been linked to negative individual outcomes, such as work‐family conflict, role overload, and reduced task performance. Based on previous research and theory, a conceptual model is developed that explains when extrarole behaviors will occur, when and why these behaviors will be internalized as an identity, and how identities affect whether employees engage in OCBs or CPBs. Further, the paper examines the influence of these extrarole behaviors on long term positive and negative outcomes.

Research limitations/implications

The main research implication of this paper is the use of role identity theory to further understanding of the nature of extrarole behaviors.

Originality/value

The paper aims to offer a comprehensive theoretically based model to explain OCBs and incorporates research conducted to date to develop the model.

Details

Journal of Managerial Psychology, vol. 26 no. 2
Type: Research Article
ISSN: 0268-3946

Keywords

Article
Publication date: 3 July 2020

Xiaoyu Wang, Hean Tat Keh and Li Yan

Frontline employees (FLEs) play a pivotal role in service delivery. Beyond their expected in-role behaviors, FLEs often have to perform extra-role behaviors such as providing…

1194

Abstract

Purpose

Frontline employees (FLEs) play a pivotal role in service delivery. Beyond their expected in-role behaviors, FLEs often have to perform extra-role behaviors such as providing additional help to customers. The purpose of this study is to investigate how customers’ power distance belief (PDB) influences their perceptions of FLEs’ warmth and competence when FLEs perform extra-role helping behaviors.

Design/methodology/approach

Four experiments were conducted to test the hypotheses. The first three experiments used a one factor two-level (PDB: low vs high) between-participants design. The fourth one used a 2 (PDB: low vs high) × 2 (firm reputation: low vs high) between-participants design.

Findings

The results indicate that, compared to high-PDB customers, low-PDB customers perceive greater warmth in FLEs’ extra-role helping behaviors but no significant difference in FLEs’ perceived competence. Importantly, these effects are mediated by customer gratitude. Moreover, these effects are moderated by firm reputation such that customers’ perceptions of FLEs’ warmth and competence are both enhanced when the firm has a favorable reputation.

Originality/value

To the best of the authors’ knowledge, the study is the first to identify the differential effects of PDB on customer perceptions of FLEs’ warmth and competence in the context of FLEs’ extra-role helping behaviors and to reveal the mediating role of gratitude. These findings contribute to the literatures on FLEs’ extra-role behaviors and social perceptions of both warmth and competence.

Article
Publication date: 21 November 2019

Marcel Paulssen, Johanna Brunneder and Angela Sommerfeld

Prior research does not provide a clear picture of how managers can effectively manage customer in-role and extra-role behaviours in a retail setting. This study aims to test the…

1611

Abstract

Purpose

Prior research does not provide a clear picture of how managers can effectively manage customer in-role and extra-role behaviours in a retail setting. This study aims to test the differential impact of the two main customer relationship predictor paths – identity-based and satisfaction-based paths – on customer in-role and extra-role behaviours.

Design/methodology/approach

A random sample of 500 customers from the flagship store of an up-market, international department store chain participated in a written survey. Purchase spending data for each customer was obtained from the retailer’s loyalty card database.

Findings

The two studied predictor paths possess a differential impact on customer extra-role behaviours. Civic virtue and co-creation behaviours are exclusively driven by the identity-based path, whereas sportsmanship is driven solely by the satisfaction-based path. Moreover, the identity-based path impacts purchase behaviour only when symbolic purchase motivation is high. Overall satisfaction has no impact on purchase behaviour.

Research limitations/implications

In some retailing contexts, extra-role behaviours such as co-creation or civic virtue might simply be irrelevant (e.g. discount chains).

Practical implications

Managers, who have the intention to stimulate customers to give constructive feedback on products or services, or to involve them in co-creation activities, are well advised to also invest in identity-based path activities.

Originality/value

This study is the first to empirically test the effects of customer identification and overall customer satisfaction on the various dimensions of customer in-role and extra-role behaviours. Customer extra-role behaviours should not be conceptualised as one global construct but should comprise distinct dimensions of discretionary behaviours that have different antecedents.

Details

European Journal of Marketing, vol. 53 no. 12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 18 August 2021

Elisa Rescalvo-Martin, Leopoldo Gutierrez-Gutierrez and Francisco Javier Llorens-Montes

This study aims to examine the influence of paradoxical leadership (PLSH) on the extra-role service behavior of frontline employees. It analyzes not only direct but also indirect…

1018

Abstract

Purpose

This study aims to examine the influence of paradoxical leadership (PLSH) on the extra-role service behavior of frontline employees. It analyzes not only direct but also indirect influence through mechanisms that improve the learning (self-improvement) and communication (voice) capabilities of hospitality employees.

Design/methodology/approach

Data were gathered through structured questionnaires administered to a sample of frontline employees from Spanish hotels. A structural equations model was used to evaluate the theoretical model proposed.

Findings

The results show both a direct positive effect of PLSH on extra-role service and a mediating effect of employees’ improvement-oriented behaviors on this relationship. These results support the idea that employees under paradoxical leaders seek both self-improvement and organizational improvement through their voice to provide guests with excellent service.

Research limitations/implications

The findings extend understanding of PLSH’s effects on the hospitality industry through its impact on extra-role service, an essential element of hotel success.

Originality/value

This study addresses the lack of research on hospitality leadership by analyzing the effects of PLSH on employees’ communication and learning behaviors, as well as on their extra-role service. The authors argue that some behaviors that help hotels compete (e.g. extra-role service) can have paradoxical implications for employees.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 10
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 29 January 2020

Miguel Ángel Mañas Rodríguez, Yolanda Estreder, Vicente Martinez-Tur, Pedro Antonio Díaz-Fúnez and Vicente Pecino-Medina

The purpose of this paper is to test a positive spiral of self-efficacy among public employees. The spiral proposes that self-efficacy is positively related to extra-role behaviors

Abstract

Purpose

The purpose of this paper is to test a positive spiral of self-efficacy among public employees. The spiral proposes that self-efficacy is positively related to extra-role behaviors. These behaviors in turn are positively related to subsequent self-efficacy.

Design/methodology/approach

A total of 260 public employees participated in three waves of data collection: self-efficacy (T1); extra-role behaviors (T2); self-efficacy (T3).

Findings

The results confirmed the existence of a positive spiral of self-efficacy. There was a positive and significant link from self-efficacy of employees (T1) to extra-role behaviors (T2). In addition, it was found a positive and significant relationship between extra-role behaviors (T2) and subsequent self-efficacy (T3) once the link from self-efficacy in T1 and T3 was controlled for. The mediation role of extra-role behaviors was also confirmed.

Originality/value

The examination of positive spirals is one of the critical challenges of the investigation of personal resources. In the current research study, the authors test the positive spiral of a critical personal resource such as self-efficacy. Additionally, the lagged design permits a solid test of the aforementioned spiral.

Details

Personnel Review, vol. 49 no. 8
Type: Research Article
ISSN: 0048-3486

Keywords

Article
Publication date: 1 June 2015

Michael Mustafa, Hazel Melanie Ramos and Thomas Wing Yan Man

The purpose of this paper is to examine the impact of psychological ownership (both job and organisational based) on extra-role behaviours among family and non-family employees in…

Abstract

Purpose

The purpose of this paper is to examine the impact of psychological ownership (both job and organisational based) on extra-role behaviours among family and non-family employees in small overseas Chinese family businesses.

Design/methodology/approach

Empirical evidence was drawn from a survey of 80 family owners/managers and non-family employees from 40 small overseas Chinese family businesses from the transport industry in Malaysia. All proposed hypothesis were tested using hierarchical moderated regression analyses.

Findings

Job-based psychological ownership was found to significantly predict both types of extra-role behaviours. Organisational-based psychological ownership, however, was only a significant predictor of voice extra-role behaviour. Interestingly enough, no significant moderating effects on the relationships between the two dimensions of psychological ownership and two types of extra-role behaviour were found.

Originality/value

Having a dedicated workforce of both family and non-family employees who are willing to display extra-role behaviours may be considered as an essential component of business success and long-term continuity for many family firms around the world. This particular paper represents one of the few empirical efforts to examine the extra-role behaviours of employees in family firms from emerging economies.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 7 no. 2
Type: Research Article
ISSN: 2053-4604

Keywords

Article
Publication date: 11 March 2009

Melody L. Wollan, Mary F. Sully de Luque and Marko Grunhagen

This paper suggests that motives for engaging in affiliative‐promotive “helping” extrarole behavior is related to cross‐cultural differences. The cultural dimensions of in‐group…

Abstract

This paper suggests that motives for engaging in affiliative‐promotive “helping” extrarole behavior is related to cross‐cultural differences. The cultural dimensions of in‐group collectivism, uncertainty avoidance, performance orientation, and humane orientation, and their differential effect on helping extrarole behavior in a diverse workforce are examined. Theoretical implications provide guidance for future empirical research in this area, and provide managers with more realistic expectations of employee performance in the workplace.

Details

Multinational Business Review, vol. 17 no. 1
Type: Research Article
ISSN: 1525-383X

Keywords

Article
Publication date: 4 November 2019

Anugamini Priya Srivastava, Vimal Babu and Swati Krutarth Shetye

The purpose of this paper is to show the relevance of teachers’ extra role behaviour towards improving students’ learning efficacy status. This study examines the intervening role

Abstract

Purpose

The purpose of this paper is to show the relevance of teachers’ extra role behaviour towards improving students’ learning efficacy status. This study examines the intervening role of art-based teaching pedagogies, i.e. involvement of different forms of art during the traditional teaching session between extra role behaviour and students’ learning efficacy.

Design/methodology/approach

The statistical test results showed that teachers’ extra role behaviour is significant for improving and strengthening students’ learning efficacy. Further, the moderation analysis showed that if art is integrated with teachers’ extra role behaviour, the effect on learning efficacy of students will increase. Art-based teaching pedagogies suggest involvement of art in teaching practices. Multiple regression analysis was conducted to evaluate the direct effect of extra role behaviour on students’ learning efficacy with the intervening role of art-based teaching pedagogies.

Findings

Results indicated a linear effect of teachers’ extra role behaviour on students’ learning efficacy and that art-based teaching pedagogies had an indirect effect (mediation) on students’ learning efficacy.

Originality/value

The study will bridge the gap between academic initiatives taken and its overall implementation in primary and secondary schools.

Details

European Journal of Training and Development, vol. 43 no. 9
Type: Research Article
ISSN: 2046-9012

Keywords

1 – 10 of over 35000