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There is considerable research examining the consequences and contingency factors of customer participation in the service encounter. In comparison, there is disproportionately less research examining the antecedents of customer participation. This paper aims to propose and test an appraisal-emotive framework of the effects of front-line employees’ in-role and extra-role behaviours on customer participation.

A survey on 583 customers of retail banks in China has been conducted to test the framework. Structural equation modelling and dominance analysis have been used for hypotheses testing.

Employees’ extra-role behaviour (i.e. organisational citizenship behaviour or OCB) has a stronger effect than their in-role behaviour (i.e. role-prescribed behaviour) in inducing customer participation. These effects are mediated by customer emotions. Specifically, the effect of employees’ in-role behaviour on customer participation was mediated by customers’ positive and negative emotions, whereas the effect of employees’ OCB was mediated by customers’ positive emotions but not by their negative emotions.

The findings reveal that strategic management of employee behaviours can influence customer participation. While organisations often provide training to enhance employees’ in-role behaviour to deliver service performance, they should also recognise and encourage employees’ OCB as a means of increasing customer participation. In particular, employees who display positive emotions tend to evoke positive emotions in customers, which increase customer participation in the service encounter.

To the authors’ knowledge, this is one of the few studies in marketing to examine the differential effects of employees’ in-role and extra-role behaviours on customer participation. Importantly, the findings show that employees’ OCB is not only more effective than employees’ in-role behaviour in influencing customer participation but also these two behaviours have varying effects on customer emotions. These findings are new and contribute to the literatures on customer participation, value co-creation and human resource management.

Service research has highlighted the role of emotional labor in service delivery but has neglected service employees’ actions. This study aims to distinguish between the recurrent in-role and extra-role actions of service employees and to examine the joint effect of service employees’ actions and their emotional labor, which may color these actions on customer buying behavior (number of purchased items and total bill).

Phase I comprised two studies: Study 1 examined 70 service interaction videos to identify employees’ service actions, and Study 2 quantitatively validated the most frequent employee actions, used for further study, by examining 40 employee–customer interactions in fashion stores. For Phase II, Study 3 derived data from 60 service employees’ diaries to predict the joint effect of performed emotional labor and service actions on customer buying behavior.

Findings revealed that emotional labor moderated the relationship between service actions and customer buying behavior. The relationship between in-role/extra-role actions and buying behavior was stronger in the lower surface-acting (less emotional faking) condition, whereas the relationship between in-role/extra-role actions and buying behavior was stronger for the higher deep-acting (more emotionally authentic) condition.

Service organizations should not limit training to the more easily attained service actions. This possibility may be lacking if it ignores the emotional component that accompanied the action. This may shift the focus from customer satisfaction to customer delight.

This study is a pioneering effort to examine the specific circumstances in which service employees’ actions (regardless of in-role or extra-role status) will not produce the desired customer-related outcome in the presence of emotional labor.

This study aims to examine how job satisfaction (JS) affects two types of knowledge sharing (KS), in-role KS and extra-role KS. It also investigates the mediating effect of knowledge sharing self-efficacy (KSSE) and the moderating effect of team collaborative culture (TCC) between JS and two types of KS.

This study applies attribution theory to develop a cross-level model and validate it through paired data collected from 322 information technology professionals nested within 80 teams. Hierarchical linear modeling is used to test the hypotheses.

JS positively influences in-role and extra-role KS via KSSE and TCC positively moderates the relationship between JS and extra-role KS.

This study is one of the first to investigate the mechanism underlying the influence of JS on two types of KS. It also identifies the mediating and moderating effects of this mechanism.

Three broad behavioral categories have been related to organizational goals: task (in‐role), citizenship (extra‐role), and counterproductive behaviors. Because most studies modeling these behaviors have been conducted in culturally similar contexts (individualistic and relatively low power distance settings), the purpose of this paper is to test the invariance of such a triad categorization of performance in collectivistic and high power distance contexts.

Data of employees' proficiencies (n = 1,022) in 34 work activities representing the three behavioral performance categories were factor analyzed. Data were collected by adapting existing behavioral‐based instruments exhibiting strong psychometric properties.

Although results corroborate the existence of a triad categorization of employee behaviors, culture‐specific variations attesting to the partitioning of in‐role behaviors according to the distribution of power in organizations were found. Results also suggest that collectivistic individuals narrowly conceptualize extra‐role behaviors by excluding discretionary interpersonal actions.

The paper's findings contribute to our understanding of how job performance varies in a global economy. These variations must be considered in appraisal instruments, especially in organizations operating across cultural contexts.

This paper is believed to be the first to test the cultural invariance of a triad categorization of relevant employee behaviors.

The purpose of this paper is to explore the effects of different reward programs on in‐role and extra‐role behaviour; and to investigate whether specific reward programs can be designed to enhance both in‐role and extra‐role behaviour simultaneously.

Semi‐structured in‐depth interviews were conducted on a total of 11 employees from four different fashion retail outlets. Informants consisted of employees from different positions within these organizations (i.e. store manager, assistant store manager and sales associates) to provide researchers with possibly differing viewpoints. Interviews were content analysed and classified, according to emerging themes.

Certain reward programs, namely individual and group financial incentives motivated sales associates to engage in both in‐role and extra‐role behaviour simultaneously. Further, compared to formal recognition programs, informal reward programs (individual financial incentives, individual social recognition and group social recognition) appeared to be more effective in motivating sales associates to enhance their in‐role and extra‐role performance.

This paper contributes to a better understanding of the effects of different reward programs and their administration on in‐role and extra‐role performance of retail sales associates.

Against the backdrop of the Royal Commission into Misconduct in the Banking, Superannuation and Finance Services Industry in Australia, this study on ethical leadership is timely. The purpose of this paper is to examine the mediating effects of organisational identification, customer orientated behaviour, service climate and ethical climate on the relationship between ethical leadership and employee in-role performance.

The hypotheses were tested using a two-wave survey study of 233 bank employees in Australia.

Evidence from the study indicated that organisational identification, service climate and ethical climate mediate the relationship between ethical leadership and employee in-role performance. Surprisingly, the proposed mediation effect of customer orientation was not supported. However, ethical leadership was positively associated with customer orientated behaviour among employees.

Limitations of the study include collecting data at two time points, thereby rendering the study cross-sectional. Employee in-role performance was a self-rated measure.

This study showed that ethical leadership is critical to improving employee perceptions and experience of an organisation’s service climate, ethical climate, organisational identification, customer orientated behaviour and employee in-role performance. The authors raise a number of HRM implications for the development and enablement of ethical leaders in the banking context.

The findings presented in this paper highlight that ethical leadership is critical to improving employee perceptions and experience of an organisation’s service climate, ethical climate, organisational identification, customer orientated behaviour and employee in-role performance.

The purpose of this study is to investigate the relationships among abusive supervision, in-role behavior, career commitment and work–life balance.

The data were collected from 310 South Korean company employees using the survey method. To investigate the research hypotheses, structural equation modeling analysis was conducted.

This study found negative effects of abusive supervision on in-role behavior, career commitment and work–life balance. Career commitment and work–life balance has the positive influences on in-role behavior. These results support the research hypotheses.

Although this study empirically confirmed the negative effects of abusive supervision on employees’ attitudes toward their careers, lives and working behavior, the influence of cultural aspects was not considered. This study found mediating effects of work–life balance and career commitment.

This study points out that one leader with abusive supervision can negate all organizational efforts aimed at employees’ well-being because the influence of leaders on employees’ careers, lives and working behavior is very critical.

This paper provides a comprehensive understanding of the relationships between abusive supervision and other related variables from a human resource development perspective.

This paper aims to study the effect of internal branding on brand supporting behaviour (in-role and extra-role) of bank employees in Egypt. It proposes a model which examines the relationship between internal branding and employees’ brand supporting behavior, mediated by employees’ role clarity, affective commitment and continuance commitment, to provide insights into the way in which employees can become brand champions.

A single cross-sectional descriptive research was employed. A questionnaire was used to collect data from 400 frontline bank employees. Confirmatory factor analysis was used to test the validity of the scales, and structural equation modelling was used to test the research hypotheses.

The results showed that internal branding did not have a direct significant impact on employees’ in-role and extra-role behaviour. However, that impact only took place through employees’ role clarity and their affective commitment.

The findings suggest that banks can differentiate their offers and build powerful corporate brands through their employees’ brand supporting behaviour. Therefore, bank managers need to consider internal branding within the context of a corporate marketing orientation. Moreover, enhancing employees’ role clarity and affective commitment will ensure sustainable brand supporting behaviour.

This research is the first quantitative study to examine the impact of role clarity and continuance commitment as possible mediators to the proposed relationship. It further adds up to the internal branding literature, which is mostly qualitative or conceptual and thus suffers from limited conclusive evidence in terms of internal branding benefits and practical implications.

Human misbehaviors are responsible for climate change as they waste resources and pollute water and air that dilapidate the environment. Considering the fact and contributing to the United Nations sustainable development goals of 2019, organizations started focusing their green HRM practices to develop employees' green attitudes and behaviors. This study is an attempt in this direction. It examines the impact of ethical leadership on individuals' green in-role and extra-role behaviors with the mediating role of green HRM practices and the moderating role of individual green values.

The study collected data from 645 MBA executive students working in various manufacturing industries with at least one year of experience. The data were collected using a questionnaire-based survey in two-time lags.

Hypothesized relationships are tested through structural equation modeling. Findings reflected a significant impact of ethical leadership on green HRM practices, in-role, and extra-role green behaviors. Besides, green HRM practices mediated the relationship between ethical leadership and both types of green behaviors. Furthermore, it was observed that the individual green values strengthened the association between green HRM practices and both types of green behaviors.

A cross-sectional design with time lags was used to avoid common method bias. The findings of the study contribute to supply-value-fit theory and validate the scale of individual green value.

This study guides management that employees only perceive their organizational practices as green when they find their leaders are ethical. Further, considering individual green values in the recruitment process can help organizations accomplishing their green goals.

This study is novel in examining the mediating role of green HRM practices between ethical leadership and green behaviors. Further, the analysis not only validates the scale of individual green values but also noted its moderating role between green HRM and green behaviors.

The goal of this study is to examine the moderating effect of two group characteristics, group size and group cohesiveness, on the relationship between organizational commitment and transformational leadership, on the one hand, and in‐role and extra role behaviors, on the other. Based on social exchange theory, the main expectation was that the two group characteristics would create different conditions for exchange, influencing the relationship between determinants and outcomes.

The sample was 223 Israeli employees from a variety of occupations (nurses, social workers, physiotherapists, laboratory employees, administrative staff, etc.) working in 31 medical units in two health care organizations (a response rate of 59 percent).

HLM analyses showed strong moderating effects of both group cohesiveness and group size. The findings show that group characteristics strongly affect the nature and direction of the relationship between the examined determinants and the behavioral outcomes. The findings also revealed a significant three‐way interaction, demonstrating that group size and cohesiveness have an important joint effect. Cohesiveness differed in its effects on how commitment and transformational leadership are related to organizational citizenship behavior (OCB) and in‐role performance depending on whether the groups were large or small.

This study examines group size as a possible moderator, a construct only rarely considered in studies that attempt to predict OCB. The inclusion of leadership style is an important addition, considering that a good part of the exchange processes that take place in this context are between the employee and his/her supervisor.