Organizational citizenship behaviors perceived by collectivistic 50-and-older customers and medical-care service performance: an application of stimulus-organism-response theory

Abstract

PurposeThe study aims to examine the underexplored agenda in organizational citizenship behaviors (OCBs) through the collectivistic 50-and-older customers' lens when encountering medical-care services by applying stimulus-organism-response (S-O-R) theory.Design/methodology/approachThe authors propose an integrative causal model derived from employees OCBs perceived by the collectivistic 50-and-older outpatients in Korean medical-care organizations and test the causal relationships using structural equation modeling (SEM).FindingsThe three dimensions of OCBs are external stimuli to the synergistic relationship of both cognitive and affective organisms for enhancing the organization's external outcomes. The customers' organismic processes mediate the relationships between OCBs and the resultant outcomes. Customer satisfaction plays a pivotal role in determining customers' future behavior when converting the business relationship to friendship.Practical implicationsThe proposed integrated model provides an overall mechanism of the collectivistic customer decision process in the medical-care service setting. The integrated model helps to understand better how customers proceed mental and emotional states with the encountered services and how frontline employees offer extra-roles beyond in-roles to their customers in touching points to maintain superior organizational performance.Originality/valueThe authors respond to the underexplored agenda in the OCB research discipline. The study is one of the few studies to examine the effect of OCBs from collectivistic customers' perspectives and apply a consumer behavior theory to explain a service organizational performance in an integrative causal model.

The Spillover Effect of Life Satisfaction on Customer Satisfaction: The Mediating Role of Service-Oriented Organizational Citizenship and the Moderating Role of Competition Climate

“…Second, this study sought to identify an indirect effect of life satisfaction on customer satisfaction through service-oriented OCB, and this was supported by the results. The mediating role of service-oriented OCB on the life satisfaction–customer satisfaction link resonates with previous research which found that life satisfaction can predict organizational citizenship behavior [ 17 ] through job satisfaction [ 16 , 18 ] and then predict customer service quality [ 26 , 27 , 28 ].…”

“…Furthermore, organizational citizenship behavior is vital for promoting customer service quality [ 26 ]. For example, organizational citizenship behavior can improve customer satisfaction [ 27 , 28 ] and customer loyalty [ 72 ].…”

“…Moreover, according to the COR theory, individuals possessing rich job resources are more likely to be highly engaged in work [ 20 , 21 , 22 , 23 ] and thus demonstrate more organizational citizenship behavior [ 24 , 25 ]. In addition, service-oriented OCB is vital for customer service quality [ 26 , 27 , 28 ]. Therefore, it is theoretically and practically important to investigate whether and how service-oriented OCB affects the relationship between life satisfaction and customer satisfaction.…”

Creating value for patients through service encounter experiences: evidence from Turkey

“…Favorable pre-core and core SE induce post-core, compliance with confirmation theory, which eventually creates value for patients. Accordingly, if service delivery provided by healthcare organizations meets patient expectations, satisfaction emerges, thus leads re-patronage and positive word-of-mouth intention (Kim et al. , 2021).…”

Factors Affecting Intention To Visit Riau Islands

“…Stimulus-Organism-Response (SOR) Theory. According to (Kim et al, 2022), an external stimulus can affect the emotional perceptions of a person (organism), which in turn can lead to a response that can be either positive or negative behavior. According to this theory, when tourists get a stimulus from a high-quality destination it will encourage a sense of tourist satisfaction, resulting in positive behavior, namely the intention to revisit a destination.…”