Organizational citizenship behavior (OCB) is a newly emerging concept in the literature of organization behavior. Despite an increasing number of studies on Organizational Citizenship Behavior (OCB), no unifying work is focused on the measurement of degree of change in OCB in a public sector organization and a private sector organization. We hypothesized that there is a significant difference in the degree of OCB of employees in public sector and private sector organization. Data were collected from 200 employees consisting of managerial and non-managerial staff from both the public sector and private sector organizations. The results showed that employees in public sector organization have greater degree of OCB in comparison to private sector organizations and also the job satisfaction increases or decreases based on increase or decrease in OCB. The purpose of this study is to invoke Organization Citizenship Behavior in private sector organization. Obtained result was in the line of the hypotheses. In terms of organizational citizenship behavior; a significant difference is noticed between public sector and private sector organization. As expected, public sector employees have exhibited higher degree of OCB as compared to private sector employees. Most importantly, organizational citizenship behavior is being proven as the catalyst for enhancing job satisfaction level of employees.
Purpose
This paper aims to explore surprising facets of consumer delight behavior. The study is the empirical juncture of three studies based on consumer survey on the Indian television market. Study 1 traces the existence of greenies in India among brownies prevailing around the globe by using the surprise-delight model. Study 2 is a pre-intervention research design confirming greenies preferences to television attributes such as screen technology, annual energy cost saving, screen resolution, screen size and free gifts. Study 3 signifies a price intervention design by allowing customers to include their preference by replacing the annual energy cost saving with price.
Design/methodology/approach
This paper is a harvest of studies based on discriminant analysis for identifying green and brown customers and a two-level conjoint analysis for identifying attributes contributing to green behavior.
Findings
The empirical generalization of a study comes out with unique findings of the greenies and brownies and their preference and attitude toward green attribution and substitution. A “preferential green shift” appeared as a vital output owing to knowledge–attitude–practice from these consecutive studies. This gap exists because of the price factor. The authors suggest the measures for improvement in product offering by targeting and positioning green products from the findings and the preferential green shift.
Research limitations/implications
Future research may focus on other segments of products such as automobiles, i.e. cars. Despite the availability of the non-probabilistic sampling technique, the probabilistic sampling technique can be used. Finally, a larger sample size could have given a better generalization of results.
Originality/value
The gap in knowledge–attitude–practice was evident. This gap was caused by the presence of “price” concern. The study revealed that heavy consumer durable buyers are aware of the benefit of green, but the reality of price cannot be ignored and finally make a purchasing decision on the basis of price criteria. Hence price is recommended as another criterion to be considered in the technology acceptance models.
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